Mobile Location- Based Services - Berg InsightMobile Location-Based Services Mobile Location-Based Services covers the latest developments on the European LBS market. This report in

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Mobile Location-Based Services

Mobile Location-Based Services covers the latest developments on the European LBS market.

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

This report will help you understand the dynamics of:

Location technologies such as GPS, A-GPS, Cell-ID and hybrid network based solutions.

Mapping and navigation services provided handset vendors, operators and independent parties.

Local search and information applications developed by established Internet industry leaders and new start-ups.

Community and entertainment services such as IM, social networking and location-based games.

Tracking applications created for consumers and professional users.

Location-based billing business models for mobile voice and data communication.

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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What is the current status of the European mobile LBS market?Even though many mobile location-based services (LBS) have not become as successful as anticipated a few years ago, some location services already show much promise in several European countries. The most successful services, in terms of revenues, are turn-by-turn navigation services, corporate fleet management and tracking solutions, in addition to location-based voice and data tariffs. In 2007, about seven years since the launch of the first services, European mobile LBS revenues amounted to roughly € 157 million.

Several important drivers are finally about to bring a breakthrough for LBS in Europe. With mobile penetration reaching saturation, intensified competition and regulations driving call prices down, mobile network operators increasingly seek new ways of maintaining revenue growth. Increased focus on delivering value added services, including various location-based services, is one means of achieving this. The performance of new handsets is gradually improving, with a growing share of handsets featuring larger displays with higher resolution. Moreover, because of improving coverage of high speed 3G networks, increased availability of reasonably priced flat rate data plans, as well as better browsers in handsets, usage of mobile internet services are increasing at a fast rate in Europe.

Meanwhile, new possibilities to access suitable location data is emerging for service providers. EU E112 regulations mandating location of emergency callers have prompted operators to install positioning technology in their networks. To leverage the investments, more and more operators open their platforms to third party developers and location aggregators to enable deployment of commercial services. Some service providers, such as Google, even compile their own databases of cell tower locations that can be used as free alternatives, albeit with lower initial availability in some regions. 2008 is well set to become the breakthrough year for GPS-enabled handsets in Europe as more manufacturers are finally launching a growing number of models. These new handsets feature user plane assisted GPS, enabling deployment

of assistance services with lower network impact and lower cost compared to control plane implementations in the past.

Greater availability of GPS handsets has proven especially important for turn-by-turn navigation services that require high accuracy location data, but are less sensitive to availability of position data indoors. In contrast to early adopters, mass-market users have not been willing to use external GPS receivers. Current navigation services are centred on in-car navigation, but most service providers are introducing new features to drive usage and add value in every-day situations, for instance pedestrian and multimodal navigation, local search, social networking and location sharing.

Many new services being launched, including location-enhanced social networking, search and information services, in addition to turn-by-turn navigation services, are intended to be funded primarily through advertisements. The number of users is still low but grows fast. At the moment, most ads are in the form of banners and interstitials that are not served based on the users’ location. However, many actors in the value chain show great interest in providing targeted ads based on user’s current 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 the LBS industry revenues.

Berg Insight forecasts European LBS revenues to grow to about € 421 million in 2012. Including location-based tariffs for data and voice calls, total revenues can well exceed €1,816 million. Although location-based tariffs may not be introduced in all European countries due to specific market characteristics, there is still considerable potential in markets were fixed to mobile substitution has not progressed far yet.

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

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

Can the success from the navigation device market be transferred to the mobile environment?

What are the plans of Google, Microsoft and Yahoo! in the area of local search?

How can location technology enable and enhance mobile social networking?

What types of tracking services are available on the European market?

Why are mobile operators such as Telefónica O2, T-Mobile and Vodafone introducing location-based billing?

This report answers the following questions:

LBS revenue forecast, € million (Europe 2007–2012)

LBS Research Series

1 Introduction to location- based services 1.1 Definition of mobile location-based

services 1.2 Mobile LBS categories 1.2.1 Mapping and navigation services 1.2.2 Search and information services 1.2.3 Community and entertainment services 1.2.4 Tracking services 1.2.5 Location-based billing services 1.2.6 Other services 1.3 Accuracy requirements for location-

based services 1.4 The mobile LBS value chain 1.4.1 Location technology developers 1.4.2 Positioning platform and network

equipment vendors 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 Data providers and content

aggregators 1.5 LBS business models and pricing

models 1.5.1 Examples of LBS business models 1.5.2 Pricing models for location-based

services 1.6 Drivers and barriers for location-

based services

2 Overview of technology and regulation 2.1 Introduction 2.2 Network-based positioning

technologies 2.2.1 Cell-ID 2.2.2 Cell-ID + TA and E-CID 2.2.3 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 Mobile network positioning platforms 2.5 Handset hardware and software

platforms 2.6 Regulations affecting adoption of

location-based services 2.6.1 E112 implementation 2.6.2 Occupational safety regulations 2.6.3 Legal aspects of privacy and security

for LBS

3 Operator LBS services and strategies 3.1 3 Group 3.2 Orange 3.3 Telefónica Group

3.4 Telenor 3.5 TeliaSonera 3.6 T-Mobile 3.7 Vodafone

4 Mapping and navigation services 4.1 Operator turn-by-turn

navigation services 4.2 Handset vendor strategies 4.2.1 Nokia 4.2.2 Samsung 4.2.3 Motorola 4.2.4 Sony Ericsson 4.2.5 HTC 4.3 Ad-funded navigation services 4.3.1 DasÖrtliche 4.3.2 LocatioNet 4.3.3 Mappy 4.3.4 Nav4All 4.4 White-label navigation providers 4.4.1 Appello Systems 4.4.2 Jentro Technologies 4.4.3 Networks In Motion 4.4.4 TeleNav 4.4.5 Telmap 4.4.6 Wayfinder Systems 4.4.7 Webraska

5 Search and information services 5.1 White-label local search providers 5.1.1 JumpTap 5.1.2 M-spatial 5.1.3 Mobile Commerce 5.1.4 Motricity 5.2 Mapping and local search providers 5.2.1 Cityneo 5.2.2 Creativity Software 5.2.3 Google 5.2.4 Microsoft 5.2.5 Novasys 5.2.6 Oxford Softworks 5.2.7 SharpMind 5.2.8 t-info 5.2.9 Yahoo! 5.2.10 YellowMap

6 Community and entertainment services 6.1 Chat and instant messaging services 6.1.1 Chat Orange 6.1.2 Chat movistar 6.1.3 SFR Chat 6.1.4 TIM KISS

6.1.5 eBuddy 6.1.6 Fring 6.2 Community and social

network services 6.2.1 GPSed.com 6.2.2 GyPSii 6.2.3 Jaiku 6.2.4 Locr 6.2.5 MobiLuck 6.2.6 Socialight 6.2.7 Yahoo! oneConnect 6.3 Friendfinder services 6.3.1 3Friendfinder 6.3.2 Possibility Friendfinder 6.3.3 CellVision mBuddy 6.3.4 MECOMO FRIENDS pro 6.3.5 Useful Networks 6.4 Location-based games 6.4.1 Art & Smart 6.4.2 Creative Workline 6.4.3 Mopius 6.4.4 TikGames 6.4.5 YDreams

7 Tracking services 7.1 Consumer services 7.1.1 People tracking 7.1.2 Asset tracking services 7.2 Business services 7.2.1 Fleet management services 7.2.2 Tracking, workforce management and

lone worker protection services

8 Location-based billing services 8.1 Location-based billing technology 8.2 Location-based billing plans 8.2.1 O2 Germany 8.2.2 T-Mobile 8.2.3 Vodafone Group 8.2.4 Service plans from KPN,

Mobistar and SFR 8.2.5 Seeker Wireless’ SeekerZone

zone detection technology

9 Trends and forecasts 9.1 Key market trends 9.2 LBS revenue forecast 9.3 LBS segment forecast 9.3.1 Mapping and navigation services 9.3.2 Search and information services 9.3.3 Community and entertainment services 9.3.4 Tracking services 9.3.5 Location-based billing services

Glossary

Table of Contents

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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 Maps and Navigation

GPS and Mobile Handsets

Connected Navigation Devices

The European Wireless M2M Market

Who should buy this report?

Berg Insight AB, Viktoriagatan 3, SE-411 25 Gothenburg, Sweden • Phone +46 31 711 30 91 • Fax +46 31 711 30 96 • www.berginsight.com • [email protected]

About the Author

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.

LBS Research Series


Mobile Navigation Services

Mobile Navigation Services covers the latest developments on the mobile navigation market in Europe and North America.


This report will allow you to:

Understand how the experience of online maps and turn-by-turn navigation can be transferred to mobile devices.

Learn about the latest mobile propositions from leading map and navigation providers.

Identify new business opportunities and revenue models for mobile location-based services.

Realize the true commercial potential of mobile navigation services.

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

LBS Research Series


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report and find more information about our other titles at www.berginsight.com


Million users of mobile navigation services (Europe and North America 2007–2014).

LBS Research Series

Mobile navigation services take off in Europe and North AmericaThe personal navigation solution markets in both Europe and North America are still dominated by the Personal Navigation De-vice (PND) segment. However, more and more handset owners are discovering mapping and navigation software and services for mobile phones. 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. These solutions are gradually converging into hybrid services that store frequently used maps in the internal memory of the device and lev-erage wireless connectivity to access new maps, dynamic content such as traffic information, fuel prices and weather, and location-based services like location messaging and sharing of geo-coded content.

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 especially 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 navigation 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 transporta-tion, including trains, busses, trams, ferries and airplanes.

Navigation services are marketed by network operators, handset vendors and various service providers. Even though the most com-mon offering in both Europe and North America is daily or monthly subscriptions, both network operators and handset vendors have introduced one-time fees for lifetime use. Moreover, advertise-ment funded services have been launched in several markets by various actors, including mapping and directory providers. In the future, more services are likely to combine subscriptions with

advertisement funded service components. Significant revenues from advertisements are not likely to materialise until usage in-creases substantially and more partnerships have been formed.

Following the introduction of new GPS handsets, OEM and after-market sales of on-board navigation software for smartphones increased to more than 1.3 million licenses in 2007. In Europe, where a clear majority of on-board software was sold, handset vendors and network operators have marketed numerous GPS handset and software bundles. In North America, network opera-tors have focused on off-board navigation services. Following the breakthrough in 2006, operators have managed to increase net subscriber additions and the total subscriber base reached 4.7 million active subscribers in North America in Q4-2007. In Europe, where the availability of GPS-enabled handsets is still much lower, the off-board navigation subscriber base grew to 1.5 million in Q4-2007. However, increasing availability of mass-market GPS hand-sets is likely to allow the larger European mobile market to sur-pass the North American market also for navigation services. Berg Insight forecasts the number of active navigation service subscrib-ers, i.e. those that have used a navigation service at least once in the past quarter, to reach 40 million in Europe and 30 million in North America in 2014. By then, most GPS-enabled handsets are likely to have mapping and navigation software as part of the standard feature set, similar to media players today.

Can the success for portable navigation devices be repeated with mobile devices?

What are the business models and revenue opportuni-ties for mobile navigation?

What are the main differences and similarities of the European and North American markets?

Who are the leading suppliers of on-board and off-board mobile navigation solutions?

What navigation offerings are available from the mobile operators in the EU and the US?

How are industry leaders such as Nokia, TomTom and Garmin positioning themselves on the emerging market?

Will it be on-board or off-board turn-by-turn navigation solutions that prevail in the mobile space?

Table of Contents

1 Mobile navigation solutions 1.1 Portable navigation solutions 1.1.1 Evolution of portable

navigation systems 1.1.2 Usability and value aspects 1.2 Enabling technologies 1.2.1 Positioning technologies 1.2.2 Navigation software platforms 1.2.3 Digital maps and content 1.3 Handset-based navigation services 1.3.1 Turn-by-turn navigation software

and services 1.3.2 On-board navigation software 1.3.3 Off-board navigation services 1.4 Mobile navigation services

value-chain 1.4.1 Content providers 1.4.2 Navigation software solution vendors 1.4.3 Device vendors 1.4.4 Mobile network operators 1.4.5 Service providers

2 Map data and content providers 2.1 Digital map data suppliers 2.1.1 NAVTEQ 2.1.2 Tele Atlas 2.1.3 AND 2.2 Directory publishers 2.2.1 PagesJaunes 2.2.2 Seat Pagine Gialle 2.2.3 The Yell Group 2.3 Travel guide, POI data and

weather information providers 2.3.1 CustomWeather 2.3.2 Fodor’s 2.3.3 Foreca 2.3.4 ViaMichelin 2.3.5 Wcities 2.4 Traffic information providers 2.4.1 Inrix 2.4.2 ITIS Holdings 2.4.3 Mediamobile 2.4.4 SmartRoute Systems 2.4.5 Trafficmaster 2.4.6 T-Systems Traffic

3 Navigation software developers 3.1 On-board navigation

software developers 3.1.1 ALK 3.1.2 Augmentra 3.1.3 CosmicNavigation

3.1.4 Intrinsyc Software 3.1.5 NAVIGON 3.1.6 NavNGo 3.1.7 ROUTE 66 3.1.8 Sygic 3.1.9 Tracker 3.2 Server-based navigation

solution developers 3.3 Ad-funded navigation services 3.3.1 Amaze GPS from LocatioNet Systems 3.3.2 Nav4All 3.4 Premium navigation services 3.4.1 3DVU 3.4.2 GeoMicro 3.4.3 NaviExpert 3.4.4 NAVITIME JAPAN 3.4.5 TeleNav 3.4.6 Trimble 3.4.7 Wayfinder Systems 3.5 White-label navigation

service providers 3.5.1 Appello Systems 3.5.2 Jentro Technologies 3.5.3 Masternaut 3.5.4 Networks In Motion 3.5.5 TeleCommunication Systems 3.5.6 Telmap 3.5.7 WaveMarket

4 Mobile operator service offerings 4.1 Navigation services from North

American network operators 4.1.1 Alltel Wireless 4.1.2 AT&T Wireless 4.1.3 Bell Mobility 4.1.4 Rogers Wireless 4.1.5 Sprint Nextel 4.1.6 TELUS 4.1.7 Verizon Wireless 4.2 European mobile operator

navigation services 4.2.1 Orange Group 4.2.2 T-Mobile 4.2.3 Telefónica Group 4.2.4 Telekom Austria group 4.2.5 Telenor Group 4.2.6 TeliaSonera Group 4.2.7 Vodafone Group

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 Google 5.1.5 Microsoft 5.1.6 Yahoo! 5.2 Mapping and travel portal providers 5.2.1 Falk 5.2.2 Mappy 5.2.3 MapQuest 5.2.4 Rand McNally 5.3 Automobile clubs 5.3.1 AAA 5.3.2 ADAC

6 Device vendor offerings 6.1 Handset manufacturers 6.1.1 Nokia 6.1.2 Samsung Electronics 6.1.3 Motorola 6.1.4 Sony Ericsson 6.1.5 Research In Motion 6.1.6 HTC 6.1.7 Palm 6.2 PND vendors 6.2.1 Garmin 6.2.2 NDrive 6.2.3 Mio Technology 6.2.4 TomTom

7 Market forecasts and trends 7.1 Market trends 7.1.1 The success of PNDs drives consumer

interest in navigation 7.1.2 Growing adoption of GPS in

mobile handsets 7.1.3 The emergence of mobile location-

based services 7.1.4 Evolution of business models and sales

channels for mobile navigation 7.1.5 Evolution of content and value-added

services 7.2 Mobile navigation software

market analysis 7.2.1 Vendor market shares 7.2.2 Market forecast 7.3 Mobile navigation services in Europe 7.3.1 Service provider market shares 7.3.2 Subscriber and revenues forecasts 7.4 Mobile navigation services in

North America 7.4.1 Service provider market shares 7.4.2 Subscriber and revenues forecasts

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Mobile Navigation Services is the foremost source of infor-mation about the emerging personal navigation market focus-ing 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.



The Global Wireless M2M Market

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 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

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


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report and find more information about our other titles at 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.

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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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GPS and Mobile Handsets

GPS and Mobile Handsets gives first-hand insights into the development of GPS technology for mobile handsets.



Understand 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.

Predict future design trends and technology developments.

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

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

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How many years until GPS in handsets becomes mainstream?The primary driver for mass adoption of GPS enabled handsets has been the Enhanced 911 mandate in the US. The Federal Communications Commission (FCC) has required all mobile operators to introduce high-accuracy positioning in order to enable precise location of mobile callers placing 911 emergency calls. So far, iDEN and CDMA operators have chosen A-GPS as the means of complying with these regulations. Moreover, these operators have launched several successful commercial services, especially turn-by-turn navigation services that leverage the large installed base of GPS-enabled handsets. CDMA operators in countries such as Japan and South Korea have also deployed numerous location-based services that utilise GPS.

Although the first GSM handsets with integrated GPS were launched already in the late 1990’s, broader availability of consumer-oriented handsets with GPS did not appear until late 2006, primarily in Japan. Outside Japan, numerous smartphone vendors have introduced handsets with GPS during 2007. Moreover, the largest handset vendor in the world, Nokia, accelerated its LBS initiative by acquiring the leading digital map provider NAVTEQ. In response to increasing interest in location-based services, as well as to comply with regulations, all major handset vendors have now presented GPS-enabled GSM/WCDMA handsets.

Compared to a few years ago, GPS technology for handsets has matured considerably, offering much better performance in terms of sensitivity, power consumption, size and price. What is more, 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 mass consumer market. The SUPL A-GPS standard allows network operators or handset manufacturers to deploy assistance services that reduce the time to first fix, lowers the power consumption, and enhances the sensitivity of the GPS receiver. The SUPL standard uses User Plane communication channels such as SMS and GPRS to transport the aiding data, as opposed to the control plane channels in networks, thereby

reducing the load on the networks, as well as complexity and cost of service deployment. New business models have also become possible, ranging from hosted services for operators that want to minimise capital investments, to services deployed by handset vendors for end-users that cannot get similar services from their network operator yet.

The major handset software platforms and operating systems are evolving, ensuring easier integration of GPS functionality for handset manufacturers and more powerful features for application developers. Along with the improving performance of handsets, in terms of screen size, processing power and memory size, current handsets thus provide much better platforms for location-enabled applications and services than before.

The GPS value-chain was reshaped considerably in 2007 as several specialist GPS technology developers were acquired by wireless chipset vendors. These transactions are likely to enhance the possibilities to meet handset manufacturers’ demand for inte-grated connectivity solutions that include GPS at ever lower price points to enable true mass market deployment.

Sales of GPS-enabled GSM/WCDMA handsets grew to about 24.5 million units in 2007. Although the number is very small in comparison with the 150 million GPS-enabled CDMA handsets sold, the number is growing rapidly. Berg Insight estimates that shipments of GPS-enabled GSM/WCDMA handsets will grow to 370 million units in 2012, the equivalent of more than 26 percent of all GSM/WCDMA handsets sold that year. Including CDMA handsets, GPS-enabled handsets sales are estimated to reach about 560 million, or 35 percent of total handset shipments in 2012.

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

Who are the leading developers of GPS chipsets and software-based receivers?

What is the technology development roadmap for handset GPS in the coming years?

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

How is GPS supported in BREW, Java ME, Symbian OS, Windows Mobile and Andriod?

Which handset manufacturers are first with adopting GPS in their products?

When will satellite positioning technology become a standard feature in GSM/WCDMA devices?


Annual shipments GPS-enabled handsets (Worldwide 2007–2012)

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1 GNSS in mobile phones 1.1 Introduction to GPS

in mobile phones 1.1.1 GPS enabled mobile phones 1.1.2 Global navigation satellite systems 1.2 Value-chain overview 1.2.1 Wireless chipset vendors 1.2.2 GPS chipset vendors 1.2.3 Handset OS and software vendors 1.2.4 Handset manufacturers 1.2.5 Location-platform vendors 1.2.6 Application developers 1.3 Drivers and barriers

to GPS integration 1.3.1 Key drivers 1.3.2 Key barriers 1.4 GPS-enabled handsets 1.4.1 CDMA handsets 1.4.2 GSM/WCDMA handsets 1.5 Location-based services

2 Satellite positioning technology 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 Beidou/Compass 2.2 Assisted GPS and hybrid

location technologies 2.2.1 Assisted GPS 2.2.2 Enhanced GPS 2.2.3 Hybrid technologies 2.3 GPS receiver architectures 2.3.1 Standalone receivers 2.3.2 Host-based receivers 2.3.3 Integrated receiver architectures 2.3.4 Software-based receivers 2.4 Handset hardware and

software platforms 2.5 Mobile network positioning platforms 2.5.1 GSM/WCDMA networks 2.5.2 CDMA2000 networks

3 GPS and wireless chipset developers 3.1 Overview of the GPS and

wireless chipset industry 3.2 GPS chipset developers 3.2.1 Cambridge Silicon Radio 3.2.2 CellGuide 3.2.3 eRide 3.2.4 NemeriX 3.2.5 Seiko Epson Corporation 3.2.6 SiRF Technology 3.2.7 SkyTraq Technology 3.2.8 u-blox 3.2.9 u-Nav Microelectronics 3.3 Handset chipset and

platform developers 3.3.1 Broadcom 3.3.2 Ericsson Mobile Platforms 3.3.3 Freescale Semiconductor 3.3.4 Infineon Technologies 3.3.5 MediaTek 3.3.6 NXP Semiconductors 3.3.7 Qualcomm 3.3.8 Renesas Technology 3.3.9 STMicroelectronics 3.3.10 Texas Instruments

4 Enabling software and services 4.1 A-GPS server platforms and

assistance services 4.1.1 NEC 4.1.2 TeleCommunication Systems 4.1.3 TruePosition 4.1.4 Rx Networks 4.2 Handset application

platforms and OS 4.2.1 BREW 4.2.2 Java Micro Edition 4.2.3 Openwave MIDAS platform 4.2.4 Symbian OS 4.2.5 Windows Mobile 4.2.6 The Android platform

5 Handset manufacturers 5.1 Nokia 5.2 Samsung Electronics 5.3 Motorola 5.4 Sony Ericsson 5.5 LG Electronics 5.6 Research In Motion 5.7 HTC 5.8 Second tier handset vendors 5.8.1 Casio Computer 5.8.2 Fujitsu 5.8.3 Hitachi 5.8.4 Kyocera 5.8.5 Mitsubishi 5.8.6 NEC 5.8.7 Panasonic 5.8.8 Sanyo Electric 5.8.9 Sharp 5.8.10 Toshiba 5.8.11 Amoi 5.8.12 ASUSTeK 5.8.13 E-TEN 5.8.14 Gigabyte 5.8.15 Hewlett Packard 5.8.16 i-mate 5.8.17 Mio Technology 5.8.18 Palm 5.8.19 Pantech 5.8.20 ZTE

6 Market forecasts and trends 6.1 Market trends 6.2 Worldwide handset sales 6.3 GPS-enabled CDMA

handset shipments 6.4 GPS-enabled GSM/WCDMA

handset shipments 6.5 GPS-enabled handset

sales by region 6.6 GPS solution revenues

Glossary

Table of Contents

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

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About the Author

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 nav-igation services.


LBS Research Series

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