Mobile LBS has now expanded from traditional maps and navigation services to social networking in the form of check-ins. For 2017 in the EU27, mobile LBS penetration of mobile subscribers will reach 35% - or 255 million users - generating revenues of 1.3 billion EUR from apps and advertising.

1. Mobile LBS
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Mobile LBS
IDATE Consulting & Research
Date: June 1, 2012
Pages: 69
Price: US$ 4,200.00 US$ 3,360.00 (Offer valid until September 15, 2012)
ID: MA057D9EC06EN
Mobile LBS has now expanded from traditional maps and navigation services to social networking in the
form of check-ins.
For 2017 in the EU27, mobile LBS penetration of mobile subscribers will reach 35% - or 255 million users -
generating revenues of 1.3 billion EUR from apps and advertising.
This report provides detailed information about:
the market structure
data & forecasts 2010-2017
competition structure and market trends
What are the key figures, in terms of both usage and revenues, for mobile LBS in Europe, US and
Japan?
Is mobile LBS suited as a standalone service, or will it evolve as an enabler to enhance other
services?
What is SoLoMo (Social, Local, Mobile) and why is it a key concept?
What are the business models for mobile LBS, and what are their trends?
Is mobile LBS a market for start-ups, or is a playing field for the Internet juggernauts?
Table of Content
1. EXECUTIVE SUMMARY
1.1. Mobile LBS in figures
1.2. The SoLoMo concept
1.3. Business models
1.4. Mobile LBS: an enabler for the juggernauts
2. METHODOLOGY
3. MARKET STRUCTURE & KEY FACTORS
3.1. Market overview
3.1.1. Definition
3.1.2. Market segmentation and trends
3.2. Key drivers / aspects
3.2.1. Key technologies
3.2.2. Augmented reality
3.2.3. Privacy issues
3.2.4. Usage
4. MARKET STRUCTURE AND PLAYER STRATEGIES
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4.1. Industry structure
4.1.1. Value chain
4.1.2. Competition landscape and profiles
4.1.3. Business models
4.2. Strategic analysis
5. MARKETS AND FORECASTS
5.1. Market development factors
5.1.1. Analysis of growth drivers and barriers
5.1.2. Forecast hypotheses
5.2. Market forecasts 2010 ? 2017
5.2.1. Mobile LBS users
5.2.2. Mobile LBS revenues
6. APPENDIX
6.1. Mobile advertising in detail
TABLES
Table 1: Comparison of CoPilot standard and premium packages and in-app purchase options.
Table 2: Mobile LBS span over different market segments
Table 3: Recent acquisitions of LBS players
Table 4: Timing-based cellular triangulation characteristics
Table 5: Comparison of the key technologies
Table 6: Recent acquisitions of LBS players
Table 7: Recent acquisitions and partnerships by Groupon
Table 8: Support for in-app purchase
Table 9: Comparison of CoPilot standard and premium package and in-app purchase options
Table 10: Mobile LBS span over different market segments
Table 11: Worldwide social networkers and % among Internet users, 2009-2015
Table 12: Gross CPM rates of banners on the Orange Mobile portal
FIGURES
Figure 1: The SoLoMo concept
Figure 2: Examples of advertising within mobile LBS
Figure 3: Google Maps for Mobile
Figure 4: Mappy Navigation app for iPhone
Figure 5: My V-Trafic app for iPhone
Figure 6: The Shopkick application
Figure 7: TripAdvisor application for the iPhone
Figure 8: Yelp application for the iPhone
Figure 9: G1taxi application for the iPhone
Figure 10: Stootie application for the iPhone
Figure 12: MyTown2 app, by Booyah
Figure 13: Foursquare mayor
Figure 14: Sharing location info on Facebook
Figure 15: Find My Friends app by Apple
Figure 17: A-GPS using three satellites and a cell tower to locate a user
Figure 18: Mapping of the key localisation technologies in terms of accuracy and coverage
Figure 19: Use of augmented reality on the Metro Paris Subway mobile application
Figure 20: Screenshot of Borglar location-based augmented reality game
Figure 21: Reasons smartphone users do not use geolocation apps
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Figure 22: Awareness and usage of geolocation apps
Figure 23: iPhone, Android and BlackBerry: Total LBS applications released per month
Figure 24: The mobile Internet and LBS value chain
Figure 25: Example of a geo-fence, identifying charging zones in London
Figure 26: ShopAlerts by AT&T
Figure 27: Examples of advertising within mobile LBS
Figure 28: iPhone application from Groupon
Figure 29: JiWire, a location-based ad network
Figure 30: Various regional iPhone paid apps by TomTom
Figure 31: The revenue sharing model adopted by native iOS app stores
Figure 32: iCoyote subscription-based app
Figure 33: Share of smartphones in mobile shipments, 2011-2016 forecast
Figure 34: Mobile Internet penetration, 2011-2015 forecasts
Figure 35: Localised Internet advertising as a share of overall Internet advertising, USA 2011 (million EUR)
Figure 36: The SoLoMo concept
Figure 37: Traditional LBS users: EU27, USA and Japan, 2010-2017 (million)
Figure 38: Traditional LBS users as a percentage of mobile subscriptions, EU27, USA and Japan,
2010-2017
Figure 39: All LBS users as a percentage of mobile subscriptions, EU27, USA and Japan, 2010-2017
Figure 40: Mobile LBS revenues, EU27, USA and Japan, 2010-2017 (million EUR)
Figure 41: Examples of mobile advertising
Figure 42: Different banner formats advertised by the Orange mobile portal
Figure 43: Google AdWords sponsored links
Figure 44: Google AdWords targeting and tracking options
Figure 46: Optimisation iPhone technical features for a Nissan ad campaign
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