Mobile Location-Based Services - Berg Insight · Mobile location-based services (LBS) are gradually achieving main-stream market acceptance in Europe. Thus far, the most successful

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Mobile Location-Based Services

Mobile Location-Based Services is the fourth consecutive report from Berg Insight analysing the latest developments on the European LBS market.

This report in the LBS Research Series from Berg Insight provides you with 170 pages of unique business intelligence including 5-year industry forecasts and expert commentary on which to base your business decisions.

This report will allow you to:

Understand the opportunities and challenges for mobile location-based services in Europe.

Comprehend how location technologies affect the user experience of LBS.

Identify key players on the European mobile LBS market.

Predict future business opportunities for mobile industry players in LBS.

Profit from valuable insights about the most successful business and technology propositions on the market.

Learn about the mobile LBS strategies of leading telecom operator groups.

LBS Research Series

Berg Insight’s LBS Research SeriesWhat are the real business opportunities for LBS on the European market? Berg Insight’s LBS Research Series is a unique series of market reports published on a quarterly basis. Each title offers detailed analysis of the most interesting LBS topics such as handset-based satellite positioning technology, mobile personal navigation services and location-enabled content services. Once per year we also publish a summary of our research with detailed forecasts for the European mobile LBS market.

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This report answers the following questions:

Mobile LBS revenue forecast, € million (EU27+2 2008–2014)

LBS Research Series

When will mobile LBS reach mass market adoption?Mobile location-based services (LBS) are gradually achieving main-stream market acceptance in Europe. Thus far, the most successful services, in terms of revenues, are turn-by-turn navigation services, corporate fleet management and tracking solutions, in addition to lo-cation-based voice and data tariffs. Social networking and commu-nity services are likely to experience the highest number of unique users soon, but these services primarily rely on mobile advertise-ment, which remain an immature ecosystem. Total LBS service rev-enues in the EU 27+2 were € 214 million in 2008 and Berg Insight forecasts LBS revenues to grow to about € 580 million in 2014. In-cluding location-based tariffs for data and voice calls, total revenues are estimated to exceed € 1,430 million.

Several drivers are about to bring a breakthrough for LBS in Europe. With mobile penetration reaching saturation, intensified competi-tion and regulations driving call prices down, mobile network op-erators increasingly seek new ways of maintaining revenue growth. Increased focus on delivering value added services, including loca-tion-based services, is one means of achieving this. At the same time, usage of mobile Internet services is growing steadily following wider availability of reasonably priced flat rate data plans, improving cover-age of high-speed 3G networks, as well as increasing penetration of 3G handsets. Apple’s highly successful launch of its App Store has led other handset vendors and mobile operators to introduce similar services, which can well bring about significant uptake of mo-bile applications, including location-enhanced applications, among mainstream mobile users.

EU E112 regulations – mandating location of emergency callers – have driven operators to deploy positioning technology in their networks. To leverage the investments, more operators launch serv-ices and open their platforms to third party developers and location aggregators. In addition, some service providers, such as Google, even compile their own databases of cell tower locations that can be used as free alternatives. Moreover, at the end of 2008, there were more than 50 handset models with integrated GPS available in

Europe and more than 20 percent of mobile phones sold in 2009 are forecasted to feature GPS.

However, many location-enhanced services do not need very high location accuracy to deliver a good user experience, but are instead more affected by availability of indoor location and fast time to posi-tion fix. Navigation services on the other hand require high location accuracy and have received an upswing along with growing sales of GPS handsets. While current navigation services are centred on in-car navigation, many service providers are about to introduce new features such as pedestrian and multimodal navigation, better lo-cal search and social networking integration to enhance the value in every-day situations.

There is currently great interest in ad-funded mobile services in gen-eral and ad-funded LBS in particular. However, the mobile marketing and advertising ecosystem is highly fragmented and complex. Much of the activities carried out are still on an experimental stage and actors are constantly looking for new business models and services that could generate revenues. Today, most ads are in the form of banners that are not targeted based on the users’ location. How-ever, many actors in the value chain show great interest in provid-ing targeted ads based on location. Nevertheless, several issues, such as user privacy, pricing of location data, along with scalability of the location technology need to be resolved before location-based advertisement campaigns can leave the trial stage and contribute significantly to overall LBS industry revenues.

With the exception of search and information as well as social net-working services that are likely to become predominantly ad-funded, many other service categories, notably tracking and most navigation services can be expected to remain premium services. However, besides monthly subscriptions and per-use fees, service providers increasingly offer one-time fees, service bundles or device bundles to match consumer expectations.

What is the current status of the European mobile LBS market?

How are regulations affecting the deployment of LBS in Europe?

How will mobile navigation services evolve in the future?

What are the mobile strategies of directory publishers?

How is location technology used by mobile social networks and communities?

How is GPS-technology altering the conditions for tracking services in Europe?

Which operators have introduced location-based billing services?

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Table of Contents

1 Introduction to location-based services

1.1 Definition of mobile location-based services 1.2 Overview of the European mobile

communications market 1.3 Mobile LBS categories 1.3.1 Mapping and navigation services 1.3.2 Search and information services 1.3.3 Community and entertainment services 1.3.4 Tracking services 1.3.5 Location-based billing services 1.3.6 Other services 1.4 The mobile LBS value chain 1.4.1 Location platform and network equipment

vendors 1.4.2 Location technology developers 1.4.3 LBS middleware vendors 1.4.4 Mobile network operators 1.4.5 Application developers 1.4.6 Handset manufacturers 1.4.7 Location aggregators 1.4.8 Content providers and aggregators 1.5 LBS business and revenue models 1.5.1 LBS business models 1.5.2 Revenue and pricing models for location-based

services 1.6 Accuracy requirements for location-based

services 1.7 Drivers and barriers for location-based

services 1.7.1 Key drivers 1.7.2 Key barriers

2 Technology overview 2.1 Mobile network location platforms 2.1.1 Control Plane and User Plane location platforms

2.1.2 OMA SUPL 1.0 2.1.3 OMA SUPL 2.0 2.2 Network-based positioning technologies 2.2.1 Cell-ID 2.2.2 Cell-ID+TA, Cell-ID+RTT and E-CID 2.2.3 E-OTD and OTDOA 2.2.4 Uplink Time Difference of Arrival (U-TDOA) 2.3 GPS, assisted-GPS and hybrid location

technologies 2.3.1 Assisted-GPS 2.3.2 Enhanced-GPS 2.3.3 Hybrid technologies 2.4 Handset hardware and software platforms 2.4.1 Handset hardware platforms 2.4.2 Handset software platforms

3 Regulatory environment 3.1 Emergency call regulations 3.1.1 European emergency call regulations 3.1.2 E112 implementation 3.1.3 E112 regulatory compliance 3.2 Other regulations 3.2.1 Occupational safety regulations 3.2.2 Legal aspects of privacy and security for LBS

4 Operator LBS and strategies 4.1 3 Group 4.2 KPN Group 4.3 Orange Group 4.4 Telecom Italia Mobile

4.5 Telefónica Group 4.6 Telenor Group 4.7 TeliaSonera Group 4.8 T-Mobile Group 4.9 Vodafone Group

5 Mapping and navigation services 5.1 Mapping and routing services 5.1.1 Service provider offerings 5.1.2 Mobile network operator offerings 5.2 Turn-by-turn navigation services 5.2.1 Handset vendor service offerings 5.2.2 Branded software vendor and service provider

offerings 5.2.3 Navigation service offerings from mobile

operators 5.3 Key market players 5.3.1 Appello Systems 5.3.2 Google 5.3.3 Jentro Technologies 5.3.4 LocatioNet Systems 5.3.5 Mappy 5.3.6 Nav4All 5.3.7 Nokia 5.3.8 Telmap 5.3.9 Yahoo!

6 Search and information services 6.1 Overview of mobile search and information

services 6.2 Directory services 6.2.1 DasÖrtliche 6.2.2 Eniro 6.2.3 European Directories 6.2.4 PagesJaunes 6.2.5 Seat Pagine Gialle 6.2.6 Truvo 6.2.7 Yell Group 6.3 Local search, POI and information services 6.3.1 Local search and POI services 6.3.2 Weather information services 6.3.3 Traffic information services 6.3.4 Other information services 6.4 Company profiles 6.4.1 JumpTap 6.4.2 Mobile Commerce 6.4.3 Motricity 6.4.4 mxData 6.4.5 Microsoft 6.4.6 Oxford Softworks 6.4.7 Searchteq 6.4.8 SharpMind 6.4.9 YellowMap

7 Community and entertainment services

7.1 Application categories 7.2 Chat and instant messaging services 7.2.1 Chat Orange 7.2.2 Chat movistar 7.2.3 TIM KISS 7.2.4 eBuddy 7.2.5 Fring 7.2.6 Ovi Contacts 7.2.7 Palringo 7.3 Community and social networking services 7.3.1 Brightkite

7.3.2 GyPSii 7.3.3 Itsmy.com 7.3.4 Jaiku 7.3.5 MobiLuck 7.3.6 Rummble 7.3.7 Skobbler 7.3.8 Socialight 7.3.9 ZYB 7.4 Friendfinder services 7.4.1 3Friendfinder 7.4.2 CellVision mBuddy 7.4.3 Lociloci 7.4.4 Mecomo Friends 7.4.5 Useful Networks Sniff 7.5 Location-based games and geo-caching 7.5.1 Art & Smart 7.5.2 Creative Workline 7.5.3 Mopius 7.5.4 Orbster 7.5.5 TikGames 7.5.6 Trimble Geocache Navigator 7.6 Recreation and fitness applications

8 Tracking services 8.1 Consumer services 8.1.1 People tracking services 8.1.2 Asset tracking services 8.2 Business services 8.2.1 Fleet management services 8.2.2 Tracking, workforce management and lone

worker protection services 8.3 Company profiles 8.3.1 Argyll Telecom 8.3.2 Creativity Software 8.3.3 Cybit 8.3.4 Masternaut 8.3.5 UbiEst

9 Other LBS categories 9.1 Location-based billing plans 9.1.1 O2 Germany 9.1.2 T-Mobile Group 9.1.3 Vodafone Group 9.1.4 Service plans from KPN, Mobistar and SFR 9.1.5 Seeker Wireless’ SeekerZone zone detection

technology 9.2 Advertising and marketing 9.2.1 Mobile advertising and marketing 9.2.2 Location and mobile advertising

10 Trends and forecasts 10.1 Key market trends 10.1.1 Mobile handset trends 10.1.2 Mobile service trends 10.1.3 Mapping and navigation service trends 10.1.4 Search and information service trends 10.1.5 Community and entertainment service trends 10.1.6 Tracking service trends 10.1.7 Location-based billing and other service trends 10.2 LBS revenue forecasts 10.2.1 Mapping and navigation services 10.2.2 Search and information services 10.2.3 Community and entertainment services 10.2.4 Tracking services 10.2.5 Location-based billing services

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Mobile Location-Based Services is the foremost source of information about the European Mobile LBS market. Whether you are a vendor, telecom operator, investor, consultant, or government agency, you will gain valuable insights from our in-depth research.

Mobile Navigation Services

GPS and Mobile Handsets

Personal Navigation Devices

The European Wireless M2M Market

LBS Research Series

André Malm is a telecom analyst with a Masters degree from Chalmers University of Technology. He joined Berg Insight in 2006 and his areas of expertise include location-based services, wireless M2M and personal navigation services.

Berg Insight offers premier business intelligence to the telecom industry. We produce concise reports providing key facts and strategic insights about pivotal developments in our focus areas. From time to time we also perform custom research assignments. Our vision is to be the most valuable source of intelligence for our customers.

About the Author


GPS and Mobile Handsets

GPS and Mobile Handsets is the third consecutive report from Berg Insight analysing the latest trends on the worldwide market for GNSS technology in mobile handsets.


This report will allow you to: Identify the opportunities and challenges with

integration of GPS in mobile handsets.

Learn about the GPS strategies of the leading chipset and handset vendors in the mobile industry.

Understand the reshaping of the GPS value chain and consolidation trends.

Anticipate future design trends and technology developments.

Realize the importance of Assisted-GPS and hybrid location technologies.

Predict when GPS technology will become a standard feature in GSM/WCDMA handsets.

LBS Research Series

Berg Insight’s LBS Research SeriesWhat are the real business opportunities for LBS? Berg Insight’s LBS Research Series is a unique series of market reports published on a quarterly basis. Each title offers detailed analysis of the most interesting LBS topics such as handset-based satellite positioning technology, mobile personal navigation services and location-enabled content services. Once per year we also publish a summary of our research with detailed forecasts for the European mobile LBS market.

www.berginsight.com




Annual shipments of GPS-enabled handsets, million units (Worldwide 2008–2014)

LBS Research Series

When will GPS become mainstream in mass-market handsets?Technology development enabling GPS integration in mass-market hand-sets was driven by the Federal Communications Commission (FCC) E911 emergency call mandates requiring all US mobile operators to provide high-accuracy location of emergency callers. While the GSM operators opted for network-based location technologies such as U-TDOA or RF fingerprinting, the CDMA and iDEN operators chose to use the handset-based GPS loca-tion technology for locating emergency callers. This has led to rapidly in-creasing penetration of GPS in iDEN and CDMA handsets in North America. Emergency call location regulation is being introduced in other regions as well. Canada has also chosen to stipulate location accuracy requirements as in the US, while no such rules are yet in place in Japan or in Europe where Cell-ID-type location accuracy is enough for compliance.

Although the first GSM handsets with integrated GPS were launched al-ready in the late 1990’s, broader availability of consumer-oriented handsets with GPS did not appear until late 2006, primarily in Japan. In other parts of the world, the major handset and smartphone vendors commenced rollout of a growing number of models, mainly to address the growing interest in commercial location-based services. The number of GPS-enabled hand-set models available on worldwide markets outside Japan has increased from about 40 at the end of 2007, to more than 130 at the end of Q1-2009.

Sales of GPS-enabled GSM/WCDMA handsets grew to about 78 million units in 2008, up from 28 million devices the previous year. Berg Insight estimates that shipments of GPS-enabled GSM/WCDMA handsets will grow to 770 million units in 2014, representing an attach rate of 55 percent. Including handsets based on other air interface standards such as CDMA and iDEN, GPS-enabled handsets sales are estimated to reach about 960 million, or 60 percent of total handset shipments in 2014.

The cellular and connectivity chipset industry is going through a phase of consolidation and strategic change of focus following increasing competi-tion, technology developments and changing customer demands. In 2008, NXP Semiconductors and STMicroelectronics (ST) formed a joint venture for wireless semiconductors that barely commenced operations before a

new deal between ST and Ericsson to merge with Ericsson Mobile Plat-forms was announced. The new 50/50 joint venture – ST-Ericsson – started operations in February 2009. Moreover, in early 2009, the GPS specialist NemeriX filed for bankruptcy and the connectivity chipset vendor CSR an-nounced its plans to merge with the GPS developer SiRF.

Handset software and applications are becoming more important as hand-set performance improves and new functionality is being added. Especially smartphone operating systems are receiving more attention from handset manufacturers, mobile network operators, application developers and last but not least users. Smartphones are devices that support installation of native third party applications. Most smartphones also allow full multitask-ing, enabling users to run multiple applications at once, including back-ground applications. Spurred by Apples success, most major handset vendors have now announced or launched on-device application stores that allow users to download applications and content directly to their handsets. More and more of these applications have some kind of support for GPS location.

Chipset vendors are developing a variety of solutions targeting various segments. Products include GPS modules, standalone GPS chipsets, host-based GPS chipsets, multi-mode chipsets, integrated GPS cores and software-based GPS receivers. GPS technology for handsets has matured greatly, offering much better performance in terms of sensitivity, power con-sumption, size and price than was possible a few years ago. Furthermore, the OMA SUPL A-GPS standard has enabled lower cost deployment of A-GPS services that ensure a better and more consistent user experience necessary for the consumer market. The SUPL standard allows cost effi-cient deployment of A-GPS services that reduce the time-to-first-fix, lowers power consumption and enhances the sensitivity of GPS receivers. New business models have also become possible, ranging from hosted serv-ices for operators, to services deployed by handset vendors for end-users that cannot get similar services from their network operator yet. Handset vendors are also starting to adopt hybrid location technologies that com-bine GPS with other wireless and sensor-based technologies, including Wi-Fi positioning, accelerometers, gyroscopes or electronic compasses.

What is driving the adoption of GPS technology in GSM/WCDMA handsets?

Who are the leading developers of cellular, connectivity and GPS chipsets?

What is the technology development roadmap for hand-set GPS in the coming years?

How can Assisted-GPS, A-GNSS and hybrid location technologies benefit handset manufacturers, network operators and end-users?

How is GPS supported in Android, BREW, Java ME, OS X, Palm webOS, Symbian OS and Windows Mobile?

Which handset vendors have adopted GPS in their products?

When will satellite positioning technologies become a standard feature in handsets?

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Table of Contents

1 GNSS in mobile phones 1.1 Introduction to GPS in mobile

handsets 1.1.1 Global navigation satellite systems 1.1.2 GPS in mobile handsets 1.2 Overview of the GPS handset

value-chain 1.2.1 Handset manufacturers 1.2.2 Cellular, connectivity and GPS

chipset vendors 1.2.3 Handset OS and software vendors 1.2.4 Location-platform and A-GPS

solution vendors 1.2.5 Mobile network operators 1.3 Handset segments and device

categories 1.3.1 Handset segments 1.3.2 Handset categories and form factors 1.4 GPS-enabled handset trends 1.4.1 GSM/UMTS handsets 1.4.2 GPS-enabled WCDMA handsets

in Japan 1.4.3 CDMA and iDEN handsets 1.5 Drivers and barriers to GPS

integration 1.5.1 Key drivers 1.5.2 Key barriers

2 Technology overview 2.1 Overview of global navigation

satellite systems 2.1.1 Global Positioning System (GPS) 2.1.2 Galileo 2.1.3 GLONASS 2.1.4 Compass/Beidou 2 2.2 Mobile network location technologies

and platforms 2.2.1 Mobile location technologies 2.2.2 Control Plane and User Plane location

platforms 2.2.3 Location platforms and technologies in

3GPP2 standard networks 2.3 Assisted GPS and hybrid location

technologies 2.3.1 Assisted GPS 2.3.2 Enhanced-GPS 2.3.3 Hybrid and mixed mode technologies 2.4 GPS, cellular and wireless

technology integration 2.4.1 GPS receiver functionality and

architectures 2.4.2 Handset hardware and software

platforms

2.4.3 Wireless connectivity technologies 2.4.4 Horizontal and vertical integration of

connectivity technologies

3 GPS and wireless chipset developers

3.1 Overview of the wireless chipset industry

3.1.1 Handset baseband vendors 3.1.2 GPS and connectivity chipset vendors 3.1.3 Sensor IC vendors 3.2 GPS and connectivity chipset vendor

profiles 3.2.1 Atheros Communications 3.2.2 CSR / SiRF 3.2.3 CellGuide 3.2.4 Epson 3.2.5 u-blox 3.3 Cellular chipset vendor profiles 3.3.1 Broadcom 3.3.2 Freescale Semiconductor 3.3.3 Infineon Technologies 3.3.4 Marvell 3.3.5 MediaTek 3.3.6 Qualcomm 3.3.7 Renesas Technology 3.3.8 ST-Ericsson 3.3.9 Texas Instruments

4 Handset operating systems 4.1 Handset operating systems and

software platforms 4.1.1 Symbian OS 4.1.2 BlackBerry OS 4.1.3 Windows Mobile 4.1.4 iPhone OS 4.1.5 The Android platform 4.1.6 Palm webOS 4.1.7 BREW 4.1.8 Java Micro Edition 4.2 Application stores 4.2.1 The Apple App Store 4.2.2 The Android Market 4.2.3 BlackBerry App World 4.2.4 Ovi Store 4.2.5 Windows Marketplace for Mobile

5 Handset manufacturers 5.1 Nokia 5.2 Samsung Electronics 5.3 LG Electronics 5.4 Sony Ericsson

5.5 Motorola 5.6 Research In Motion 5.7 Apple 5.8 HTC 5.9 Second tier handset vendors 5.9.1 Acer / E-TEN 5.9.2 ASUSTeK - Garmin 5.9.3 Casio Computer 5.9.4 Fujitsu 5.9.5 Gigabyte 5.9.6 Hitachi 5.9.7 Hewlett Packard 5.9.8 i-mate 5.9.9 Kyocera Sanyo Telecom 5.9.10 Mio Technology 5.9.11 NEC 5.9.12 Palm 5.9.13 Panasonic 5.9.14 Pantech 5.9.15 Sharp 5.9.16 Toshiba

6 Market trends and forecasts 6.1 Market trends 6.1.1 Handset trends 6.1.2 The wireless chipset industry 6.1.3 GPS IC architectures 6.1.4 Assisted GPS and hybrid navigation

solution developments 6.2 Handset shipment forecasts 6.2.1 Handset shipment forecasts by

device segment 6.2.2 Handset shipment forecasts by

access technology 6.3 GPS-enabled CDMA handset

shipment forecasts 6.4 GPS-enabled GSM/WCDMA handset

shipments 6.4.1 GPS handset market shares 6.4.2 GPS handset shipment forecasts

by segment 6.4.3 GPS handset shipment forecasts

by region 6.5 GPS solution shipments and

revenue forecasts 6.5.1 GPS IC vendor market shares 6.5.2 GPS receiver solution revenue

forecasts

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GPS and Mobile Handsets is the foremost source of information about the worldwide market for GNSS functionality in mobile handsets. Whether you are a vendor, telecom operator, investor, consultant, application developer or government agency, you will gain valuable insights from our in-depth research.



LBS Platforms and Technologies


LBS Research Series

André Malm is a Senior Analyst with a Masters degree from Chalmers University of Technology.

He joined Berg Insight in 2006 and his areas of expertise include location-based services, handset technologies and personal navigation services.

Berg Insight offers premier business intelligence to the tele com industry. We produce concise reports providing key facts and strategic insights about pivotal developments in our focus areas. From time to time we also perform custom research assignments. Our vision is to be the most valuable source of intelligence for our customers.

About the Author


LBS Platforms and Technologies

LBS Platforms and Technologies gives first-hand insights into the trends on the European market for LBS platforms and middleware.



Understand the opportunities and challenges for mobile location-based services in Europe.

Learn about the latest trends for location platforms and technologies in Europe.

Identify new business opportunities enabled by new location technology standards.

Predict which location technologies will be deployed in the future.

Anticipate future drivers for location platforms and middleware revenues.

LBS Research Series


www.berginsight.com




Location platform and middleware revenue forecast, € million (Europe 2008–2014)

LBS Research Series

What is the current status of the European LBS platforms and middleware market?Mobile location-based services are services that in some way uti-lise the geographic location of a handset, either to enhance existing applications, or enable new applications. Countless consumer and corporate services that make use of automatic location of handsets or other assets have been launched in Europe. Mobile location plat-forms enable mobile network operators and service providers to offer location enhanced services to end-users. Location platforms typically comprise several enabling servers and software extensions to network infrastructure components that together can calculate the position of a handset and mediate the data to a querying application. Many mobile operators also deploy middleware platforms, or loca-tion-enabling servers. The middleware functions as a mediator be-tween the location platform, applications and support systems, and more importantly, provides centralised control of privacy settings for all applications.

Location technologies can be divided into handset-based tech-nologies, like GPS, with intelligence in the handset, network-based technologies, such as Cell-ID, with intelligence in the network and hybrid technologies, for instance A-GPS, with intelligence in the handset and the network. Handset-based and hybrid technologies often require additional hardware and software in the handset, while network-based technologies require deployment of hardware and software in the mobile network. Operators need to consider several technical and economical aspects when choosing what location technologies to deploy for emergency and commercial services. Each technology has different characteristics and ultimately, no sin-gle technology performs best in every aspect.

Demand for location platforms is increasing in Europe, as more op-erators need to comply with E112 mandates and end-users show a growing interest in commercial location services. Although GPS in general and the user plane SUPL A-GPS standard in particular receive much of the attention along with the growing number of A-GPS handsets being introduced, network-based location methods are also experiencing an upswing. Emergency services and many commercial services need to be able to locate any handset and therefore favour network-based methods. Moreover, A-GPS services also need fallback methods when a GPS fix is unobtainable. Berg Insight forecasts total annual revenues in Europe for mobile loca-tion platforms, including A-GPS servers and middleware platforms, to grow from about € 17 million in 2008 to € 34 million in 2014. These revenues comprise setup fees and licenses for new platform deploy-ments and capacity and technology upgrades, maintenance and associated services, in addition to GPS data feeds.

What is the current status of the European mobile LBS platform market?

How is GPS-technology altering the conditions for pro-viders of location-based services?

What is the current status of E112 in Europe?

Which mobile operators have deployed LBS platforms and middleware?

How is GPS-technology affecting network-based loca-tion technologies?

Which vendors provide location platforms and middle-ware today?

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Table of Contents

1 Introduction to location platforms

1.1 Location platforms and location-based services

1.2 Overview of the European mobile communication market

1.3 Mobile location platforms and technologies

1.3.1 Mobile location platforms 1.3.2 Mobile location technologies 1.3.3 Location middleware and GIS 1.4 The mobile LBS value chain 1.4.1 Location platform and network

equipment vendors 1.4.2 Location technology developers 1.4.3 LBS middleware vendors 1.4.4 Handset manufacturers 1.4.5 Mobile network operators 1.4.6 Application developers and service

providers 1.4.7 Location aggregators 1.4.8 Content providers and aggregators 1.5 LBS platform pricing models 1.5.1 Capacity-based model 1.5.2 Transaction-based model 1.5.3 Subscriber-based model 1.6 Industry trends 1.6.1 E112 regulation and compliance 1.6.2 Rollout of location platforms and

services in Europe 1.6.3 New location architectures and

technologies enable new business models

2 Technology overview 2.1 Introduction 2.2 Mobile network location platforms 2.2.1 Control Plane and User Plane location

platforms 2.2.2 OMA SUPL 1.0 2.2.3 OMA SUPL 2.0 2.3 Network-based positioning

technologies 2.3.1 Cell-ID 2.3.2 Cell-ID+TA, Cell-ID+RTT and E-CID 2.3.3 E-OTD and OTDOA 2.3.4 Uplink Time Difference of Arrival

(U-TDOA)

2.4 GPS, assisted GPS and hybrid location technologies

2.4.1 Assisted GPS 2.4.2 Enhanced-GPS 2.4.3 Hybrid technologies 2.5 Theoretical limitations of positioning

technologies

3 Commercial deployments 3.1 3 Group 3.2 Orange Group 3.3 Telecom Italia Mobile 3.4 Telefónica Group 3.5 Telenor Group 3.6 TeliaSonera Group 3.7 T-Mobile Group 3.8 Vodafone Group

4 Market forecasts and trends 4.1 LBS service revenue forecast 4.2 Location platform deployments 4.2.1 A-GPS and SUPL A-GPS deployments 4.3 Location middleware deployments

5 Location platform and technology vendor profiles

5.1 Location platform and infrastructure vendors

5.1.1 Alcatel-Lucent 5.1.2 CommScope/Andrew Wireless

Solutions 5.1.3 Ericsson 5.1.4 Mobile Arts 5.1.5 Motorola 5.1.6 Nokia Siemens Networks 5.1.7 Openwave 5.1.8 Redknee 5.1.9 Septier 5.1.10 TeleCommunication Systems 5.1.11 TruePosition 5.2 Location technology developers 5.2.1 Broadcom 5.2.2 CSR 5.2.3 NEC 5.2.4 Qualcomm 5.2.5 Rx Networks 5.2.6 Seeker Wireless 5.2.7 SiRF

5.2.8 Skyhook Wireless 5.3 Middleware vendors 5.3.1 Autodesk 5.3.2 CellVision 5.3.3 Genasys 5.3.4 Mobilaris 5.3.5 Reach-U 5.3.6 Telenity

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LBS Platforms and Technologies is the foremost source of information about this market in Europe. Whether you are a vendor, telecom operator, investor, consultant, application developer or government agency, you will gain valuable insights from our in-depth research.



The Global Wireless M2M Market


LBS Research Series

André Malm is a Senior Analyst with a Masters degree from Chalmers University of Technology. He joined Berg Insight in 2006 and his areas of expertise include location-based services, wireless M2M and personal navigation services.


About the Author



Mobile Navigation Services is the third consecutive report from Berg Insight analysing the latest developments on the mobile turn-by-turn navigation market now covering globally for the first time.

This report in the LBS Research Series provides you with 140 pages of unique business intelligence including 5-year industry forecasts and expert commentary on which to base your business decisions.


Identify key players on the mobile turn-by-turn navigation market.

Learn about the latest propositions from leading software developers and service providers.

Understand the opportunities and challenges for mobile navigation services worldwide.

Comprehend how navigation software can seam- lessly integrate with other LBS to improve the user experience.

Predict future business opportunities for mobile navigation services.

Anticipate future drivers for subscriber growth.

LBS Research Series


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Active mobile turn-by-turn navigation users (Worldwide 2008–2015)

LBS Research Series

When will mobile navigation services reach mass market adoption?There are now more than 150 million turn-by-turn navigation systems worldwide, including about 35 million factory installed and aftermar-ket in-dash navigation systems, over 90 million Personal Navigation Devices (PNDs) and an estimated 28 million navigation-enabled mo-bile phones with GPS. PNDs still dominate the personal navigation market, especially in Europe and North America, but more and more handset owners are discovering navigation software and services for mobile phones.

Even though PNDs and in-car navigation systems often provide a better user experience than handset-based navigation services, new handset models designed especially for navigation have closed the gap considerably. Rapid developments in handset user interfaces, software integration and hardware performance will make handsets even more competitive in the future. What is more, handset naviga-tion services are well suited as a complement to other solutions, es-pecially for use outside the car. Pedestrian navigation features gradu-ally being introduced include improved map data and multimodal navigation, which will enable users to plan routes taking into account all available modes of transportation, for instance including trains, busses and walking. Multiple navigation solutions and device types are likely to co-exist also in the future, mainly in developed markets where users can afford multiple devices.

Navigation services are available as on-board solutions with map data stored in the memory of the handset and off-board services that rely on maps stored on a server. Over time, many of these so-lutions will converge into hybrid services that store frequently used maps in the internal memory and leverage wireless connectivity to access dynamic content such as traffic flow information, fuel prices and weather. In the future, virtually all GPS-enabled handsets can be expected to have mapping and navigation software as part of the standard feature set, similar to media players today.

Mobile navigation services are primarily marketed by network opera-tors, handset vendors and other service providers such as search, mapping and directory publishers. Today, most customers use soft-ware or subscribe to services marketed by network operators and handset vendors. The proliferation of on-device application stores is however likely to facilitate distribution for other service provider of-ferings.

Network operators and handset vendors have introduced several pricing models, ranging from daily or monthly subscriptions to one-time fees and various service bundles. One time fees and bundles that for instance include navigation services with wireless data sub-scriptions or the cost of the handset are important in Europe, where many users are unwilling to sign multiple subscriptions for services. Ad-funded services have been launched in several markets by vari-ous actors, including mapping and directory providers. In the future, many services are likely to combine subscriptions with ad-funded service components. Significant revenues from advertisements are not likely to materialise until usage increases substantially and more partnerships have been formed.

Berg Insight forecasts the number of active navigation service sub-scribers, i.e. those that have used a navigation service at least once in the past quarter, to reach 40 million in Europe and 32 million in North America in 2015. In other parts of the world, handset-based naviga-tion services are likely to become the main form of personal naviga-tion solution already in the next few years and total active subscribers are expected to grow to 88 million at the end of 2015. Free ad-funded services will grow in importance over time and Berg Insight expects that 30 percent of the total 160 million navigation users will use ad-funded services in 2015.

Which are the leading developers of turn-by-turn navigation services and software for mobile phones?

What are the main differences and similarities between the different geographical markets worldwide?

What are the business models and revenue opportun-ities for mobile navigation?

Will navigation services for mobile phones replace portable navigation devices?

Which mobile operators have introduced mobile turn-by-turn navigation services?

How are device manufacturers such as Nokia, Garmin and TomTom positioning themselves on this market?

What are the mobile navigation strategies of mapping portals and directory publishers?

How will mobile navigation services evolve in the future?

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Table of Contents

1 Mobile navigation solutions 1.1 Portable navigation solutions 1.1.1 Evolution of portable navigation systems 1.1.2 Usability aspects of handset navigation

services 1.2 Enabling technologies 1.2.1 Satellite positioning technologies 1.2.2 Navigation software platforms 1.2.3 Digital maps and content 1.2.4 Handset software platforms 1.3 Handset segments and device categories 1.3.1 Handset segments 1.3.2 Handset form factors and categories 1.3.3 GPS handset trends 1.4 Handset-based mapping and navigation

service trends 1.4.1 Mobile local search and information services 1.4.2 Mapping and routing services 1.4.3 Turn-by-turn navigation software and services 1.5 Evolution of mobile navigation service

distribution channels 1.5.1 Mobile network operators 1.5.2 Handset vendors 1.5.3 Equipment distributors and service providers 1.5.4 Application stores become game changers

2 Map data and content providers 2.1 Digital map data and content suppliers 2.1.1 NAVTEQ 2.1.2 Tele Atlas 2.1.3 AND 2.1.4 Blom 2.2 Travel guide, POI data and weather

information providers 2.2.1 CustomWeather 2.2.2 Foreca 2.2.3 Fodor’s 2.2.4 Langenscheidt 2.2.5 Mairdumont 2.2.6 RoadPilot 2.2.7 ViaMichelin 2.2.8 Wcities 2.3 Traffic information providers 2.3.1 AirSage 2.3.2 INRIX 2.3.3 ITIS Holdings 2.3.4 Mediamobile 2.3.5 SmartRoute Systems 2.3.6 TrafficCast 2.3.7 Trafficmaster

3 Navigation software developers 3.1 On-board navigation software developers 3.1.1 ALK Technologies 3.1.2 Intrinsyc Software 3.1.3 NAVIGON 3.1.4 NavNGo 3.1.5 ROUTE 66 3.1.6 Sygic 3.2 Server-based navigation solution

developers 3.2.1 3DVU: Handset navigation with real 3D aerial

imagery and terrain 3.2.2 Amaze GPS: Ad-funded navigation from

LocatioNet Systems 3.2.3 Appello Systems: Continues expansion

outside Europe

3.2.4 deCarta: Leading white-label geospatial software developer

3.2.5 Jentro: White-label provider now trialling direct-to-consumer services

3.2.6 Masternaut: Europe’s leading telematics provider

3.2.7 Nav4All: Pioneer of free navigation services for mobile phones

3.2.8 NaviExpert: Leveraging the customer-base for GPS probe traffic data

3.2.9 NAVITIME: Leading Japanese navigation provider expanding overseas

3.2.10 Networks In Motion: Improving traffic info through Traffic Gauge acquisition

3.2.11 Ovi Maps: Hybrid navigation service from Nokia

3.2.12 TeleCommunication Systems: True end-to-end LBS provider

3.2.13 TeleNav: World leading handset navigation service provider

3.2.14 Telmap: Leading navigation service provider in EMEA expanding globally

3.2.15 UbiEst: Expanding from fleet management into tracking and navigation

3.2.16 Wayfinder Systems: Now a core part of Vodafone’s services offerings

4 Mobile operator service offerings 4.1 Navigation services from mobile operators

in North America 4.1.1 AT&T Wireless 4.1.2 Bell Mobility 4.1.3 Rogers Wireless 4.1.4 Sprint Nextel 4.1.5 TELUS 4.1.6 Verizon Wireless 4.2 Navigation services from mobile operators

in Europe 4.2.1 Orange Group 4.2.2 Telefónica Group 4.2.3 Telekom Austria Group 4.2.4 TeliaSonera Group 4.2.5 T-Mobile 4.2.6 Vodafone Group 4.3 Navigation services from mobile operators

in Asia Pacific 4.3.1 Country profile: Australia 4.3.2 Country profile: Japan 4.3.3 Country profile: South Korea 4.3.4 Country profile: Taiwan 4.3.5 SingTel Group 4.3.6 Tata Indicom 4.3.7 Vodafone New Zealand 4.4 Navigation services in other countries 4.4.1 Country profile: Israel 4.4.2 Country profile: South Africa 4.4.3 América Móvil 4.4.4 NII Holdings 4.4.5 Vivo Brazil

5 Branded service offerings 5.1 Directory publishers and search engines 5.1.1 Ask.com 5.1.2 DasÖrtliche

5.1.3 Eniro 5.1.4 European Directories 5.1.5 Google 5.1.6 PagesJaunes 5.1.7 Yell Group 5.2 Mapping and travel portal providers 5.2.1 Falk 5.2.2 MapmyIndia 5.2.3 MapQuest 5.2.4 Rand McNally 5.2.5 ZENRIN 5.3 Automobile clubs 5.3.1 AAA

6 Device vendor offerings 6.1 Handset manufacturers 6.1.1 Handset shipments and market shares 6.1.2 GPS handset shipments 6.1.3 Handset vendor OS strategies 6.1.4 Handset vendor navigation service strategies 6.1.5 Nokia 6.1.6 Samsung Electronics 6.1.7 LG Electronics 6.1.8 Motorola 6.1.9 Sony Ericsson 6.1.10 Research In Motion 6.1.11 HTC 6.1.12 Palm 6.2 PND vendors 6.2.1 PND vendor navigation service strategies 6.2.2 Garmin 6.2.3 MiTAC 6.2.4 NDrive 6.2.5 TomTom

7 Market forecasts and trends 7.1 Mobile navigation market trends 7.1.1 Growing consumer interest in navigation

services 7.1.2 GPS-enabled handsets becoming ubiquitous 7.1.3 Mobile location-based services gaining

popularity 7.1.4 Evolution of business models and sales

channels 7.1.5 Future development of mobile navigation

services 7.2 Navigation software and service forecasts 7.2.1 OEM mapping and navigation software

market forecast 7.2.2 Active turn-by-turn service users 7.3 Mobile navigation services in Europe 7.3.1 Service provider market shares 7.3.2 Subscriber and revenue forecasts 7.4 Mobile navigation services in North

America 7.4.1 Service provider market shares 7.4.2 Subscriber and revenue forecasts 7.5 Mobile navigation services in ROW 7.5.1 Service provider market shares 7.5.2 Subscriber and revenue forecasts

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Mobile Navigation Services is the foremost source of information about the emerging personal navigation market focusing on mobile phone navigation. Whether you are a vendor, telecom operator, investor, consultant, application developer or government agency, you will gain valuable insights from our in-depth research.




Car Telematics and Wireless M2M

LBS Research Series

André Malm is a telecom analyst with a Masters degree from Chalmers University of Technology. He joined Berg Insight in 2006 and his areas of expertise include location-based services, wireless M2M and personal navigation services.

Berg Insight offers premier business intelligence to the tele com industry. We produce concise reports providing key facts and strategic insights about pivotal developments in our focus areas. From time to time we also perform custom research assignments. Our vision is to be the most valuable source of intelligence for our customers.

About the Author



Personal Navigation Devices gives first-hand insights into the markets for personal navigation focusing on the market segment PNDs.



Understand the dynamics of the navigation market in Europe and North America.

Learn about the latest trends in navigation hardware, software and value-added content.

Identify new business opportunities in live map and real-time traffic information.

Realize the true commercial potential of car-based online navigation solutions.

Anticipate future drivers for increasing penetration and replacement sales.

LBS Research Series


www.berginsight.com




Annual shipments of PNDs (Europe/USA)

LBS Research Series

A new direction for the personal navigation industry?The personal navigation market continues to grow rapidly in Eu-rope and North America. Personal Navigation Devices (PNDs), i.e. transferable devices with integrated GPS receivers and digital maps primarily designed for car navigation, have gained mass-market ac-ceptance. In Europe, PND shipments grew to 16.5 million units in 2007, up from 9 million units in 2006. Despite the economic slow-down and weakening consumer confidence, sales can still grow to roughly 20 million units in 2008. In North America, very strong sales during the holiday season contributed to remarkable growth in 2007, to about 11 million units shipped. Moreover, in 2008, sales can well reach about 17 million units if the macro-economic situation does not affect consumer spending too severely.

The rapid growth has gained the attention of numerous actors in many industries. There are over 100 PND brands on the market in Europe and North America. The vendors have a background in various industries, including the GPS device, navigation software, consumer electronics and car infotainment industries. While many of the major vendors, notably TomTom, Garmin, Magellan and Mio Technology/Navman, develop navigation software in-house, others usually base their PNDs on software from white-label developers such as deCarta, Elektrobit Corporation, Intrinsyc Software, NAV-IGON and NavNGo.

For consumers, the value for money has gradually improved as per-formance has increased and cost has declined. However, industry competition has increased substantially in the last few years and low-er component costs and product engineering measures have not ful-ly compensated for declining average selling prices. Going forward, the PND industry is likely to see increasing consolidation and exits as fewer and fewer vendors are able to maintain sufficient margins. The four largest vendors Garmin, TomTom, Mio Technology/Navman and Magellan, have managed to increase their combined market shares in Europe and North America to 80 percent in H1 2008.

Increasing competition from handset-based navigation services and low cost in-dash navigation systems, as well as the growing installed base of PNDs, will eventually limit shipment growth for PNDs. Berg Insight forecasts that PND shipments in Europe will peak around

2011 – 2012 at roughly 28 million units per annum and decline to about 26 million units in 2014. North American annual PND ship-ments will peak at approximately 28 million units, sometime around 2012 – 2013 and decline to 27 million units in 2014. While sales of conventional in-dash navigation systems and PNDs have been low-er in North America than in Europe, off-board navigation services for mobile phones have already surpassed 7 million paying subscribers. In Europe, greater availability of GPS handsets have led to acceler-ated growth in handset-based navigation services and there are cur-rently about 5 million active paying users in the EU 25+2 countries.

However, multiple navigation solutions and device types are likely to co-exist also in the future. Although PNDs and in-car navigation systems often provide a better user experience than many handset-based navigation services, new handset models designed especial-ly for navigation services will close the gap considerably. Moreover, handset navigation services are also well suited as a complement to other solutions, especially for use outside the car. Pedestrian naviga-tion features gradually being introduced include improved map data and multimodal navigation, which will enable users to plan routes taking into account all available modes of transportation, including trains, busses, trams, ferries and airplanes.

PND vendors are increasingly looking at service revenues as device revenue growth slows. In Europe, total device revenues peaked in 2007 and revenues will likely peak in North America in 2008. In order to make navigation services useful in everyday situations for more people, introducing wireless connectivity to PNDs can enable inte-gration of online services such as local search, enhanced traffic in-formation and automatic map updates. Vendors are also adding new features and refining the user interface to facilitate command and control, as well as improve the information presentation. New models will, for instance, gradually introduce automatic speech recognition technology, 3D map features and photo-realistic textures. New fea-tures and services will likely be crucial for convincing existing custom-ers to upgrade their existing devices to more advanced models.

What are the latest trends on the PND markets in Europe and North America?

How should the industry adapt to an increasing share of replacement sales?

What will be the winning formula for connected PNDs and associated services?

Which navigation related value-added services appeal to consumers?

How can the latest advances in traffic information tech-nology become a part of the navigation experience?

How will the conventional PND stand up to the competi-tion from in-dash and handset systems?

Who are the main challengers to Garmin’s and Tom-Tom’s market dominance?

Table of Contents

1 Personal navigation solutions 1.1 Personal navigation systems

and services 1.1.1 Factory installed in-dash

navigation systems 1.1.2 Aftermarket in-dash navigation systems 1.1.3 Personal Navigation Devices 1.1.4 Smartphones and mobile phones 1.1.5 PMPs, MIDs and netbooks 1.2 Vehicle fleets and navigation system

penetration 1.2.1 The European passenger car market 1.2.2 The North American passenger car and

light truck market 1.3 PND categories and segments 1.3.1 Standalone car navigation PNDs 1.3.2 Multimode and rugged PNDs 1.3.3 Connected PNDs 1.3.4 Embedded PNDs 1.4 The PND value-chain 1.4.1 PND vendors 1.4.2 Map data and content providers 1.4.3 Navigation software developers 1.4.4 Telematics service providers and

mobile operators 1.4.5 GPS and wireless chipset

manufacturers

2 Content and service providers 2.1 Digital map data and imagery

vendors 2.1.1 NAVTEQ 2.1.2 Tele Atlas 2.1.3 AND 2.1.4 Blom 2.2 Travel guide, POI data and weather

information providers 2.2.1 CustomWeather 2.2.2 Foreca 2.2.3 Fodor’s 2.2.4 Langenscheidt 2.2.5 Mairdumont 2.2.6 RoadPilot 2.2.7 Roadtour 2.2.8 ViaMichelin 2.2.9 Wcities 2.2.10 MSN Direct 2.2.11 NavX 2.3 Directory publishers 2.3.1 DasÖrtliche 2.3.2 Eniro 2.3.3 PagesJaunes

2.3.4 Seat Pagine Gialle 2.3.5 Yell Group 2.4 Traffic information providers 2.4.1 Clear Channel Radio Total Traffic

Network 2.4.2 Inrix 2.4.3 ITIS Holdings 2.4.4 Mediamobile 2.4.5 SmartRoute Systems 2.4.6 Trafficmaster 2.4.7 T-Systems Traffic 2.5 LBS and telematics service providers 2.5.1 ATX Group 2.5.2 Jasper Wireless 2.5.3 Jentro Technologies

3 PND vendor profiles 3.1 Garmin 3.1.1 Garmin nüvi and zümo PNDs 3.1.2 The Garmin nüviphone 3.2 TomTom 3.2.1 TomTom acquisitions 3.2.2 TomTom High Definition Traffic 3.2.3 TomTom PLUS and LIVE services 3.2.4 TomTom PNDs 3.3 MiTAC International Corporation 3.3.1 Mio Technology PNDs 3.3.2 Connected PNDs 3.3.3 Navman PNDs 3.4 Magellan 3.4.1 Magellan PNDs 3.4.2 Magellan’s connected PND 3.5 Tier-two PND vendors 3.5.1 AvMap 3.5.2 Becker 3.5.3 Blaupunkt 3.5.4 Falk 3.5.5 Masternaut 3.5.6 MEDION 3.5.7 NAVIGON 3.5.8 NDrive 3.5.9 Nokia 3.5.10 Route 66 3.5.11 Sony 3.5.12 TeleNav

4 Software developer profiles 4.1 Navigation software developers 4.1.1 CosmicNavigation 4.1.2 Dash Navigation 4.1.3 deCarta 4.1.4 Elektrobit Corporation

4.1.5 IMAGIS 4.1.6 Intrinsyc Software 4.1.7 Microsoft 4.1.8 Mireo 4.1.9 Navevo 4.1.10 NAVIGON 4.1.11 NavNGo 4.1.12 Sygic 4.2 Text-to-speech and automatic speech

recognition software 4.2.1 Loquendo 4.2.2 Nuance Communications 4.2.3 SVOX 4.2.4 VoiceBox Technologies

5 PND hardware and enabling technologies 5.1 Satellite positioning technology 5.1.1 Assisted GPS 5.1.2 Synthetic assistance 5.1.3 Hybrid positioning technologies 5.2 Digital maps and content 5.2.1 Digital map data 5.2.2 Rich and dynamic content 5.3 PND software components 5.3.1 PND operating systems 5.3.2 PND navigation applications

and features 5.4 PND hardware and software trends 5.4.1 GPS receivers 5.4.2 PND component cost trends 5.4.3 Cellular connectivity integration 5.4.4 Wireless connectivity 5.5 Traffic information systems 5.5.1 Traffic information infrastructure 5.5.2 RDS-TMC 5.5.3 Next generation traffic services

6 Market trends and forecasts 6.1 Vendor market shares 6.2 Navigation industry trends 6.2.1 Handset-based navigation solutions 6.2.2 In-dash navigation systems 6.2.3 Personal navigation devices

and services 6.3 European PND shipments forecast 6.4 North American PND shipments

forecast

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Personal Navigation Devices is the foremost source of infor-mation about the emerging personal navigation market focus-ing on the PND market segment. Whether you are a vendor, telecom operator, investor, consultant, application developer or government agency, you will gain valuable insights from our in-depth research.




Car Telematics and Wireless M2M

LBS Research Series

André Malm is a senior analyst with a Masters degree from Chalmers University of Technology. He joined Berg Insight in 2006 and his areas of expertise include location-based services, wireless M2M and personal navigation services.


About the Author

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Mobile Location-Based Services - Berg Insight · Mobile location-based services (LBS) are gradually achieving main-stream market acceptance in Europe. Thus far, the most successful