2009 Location Based Services Market Map www.!rstpartner.net +44 (0)870 874 8700 First Partner Introduction Welcome to the FirstPartner Location Based Services (LBS) Market Map providing an overview of the LBS solution market and ecosystem players. Customers The major LBS market sector dynamics are shown below: The typical mobile socialiser Regular explorers want to Commuters are time Administrations can use Need solutions to deliver wants to know the current combine navigation with The cautious traveller limited and as such LBS for location e€ciency and optimal location of their friends, with to reviews and wants the security of want rapid access to dependent tolling, tra€c Mobile Regular Cautious costs. Tracking of Government Location Based Services (LBS) recommendations and recommendations, points of knowing where they are accurate transport management, Commuters Business employees and assets to guidance to attractions such interest and local search to going through access to information, including & Public Sector emergency response and Number of subscribers to handset hosted LBS increased in 2008 to over 18 Socialisers Explorers Travellers achieve safety & security as restaurants, clubs and gain information on the new route navigation and tra€c information and other civil measurement million (surpassing 36.4 million units in Q1 09, a 12.7% increase from Q1 08.) compliance. North America accounted for just over two thirds of the total market (ABI events. location current information. public transport data. applications. Research) • Mobile location based networking sites are forecast to achieve 82 million subscriptions worldwide by 2013 (ABI research) The focus of this LBS Market Map is A variety of market models are evolving to establish service value from the the ecosystem around individual or commoditisation of map data: Distribution small group purchasing behaviour. • Free advertising funded navigation solutions released by Bouygues (France), These customer segments are Das Oertlich and Telegate (Germany) Handset Mobile Operators PND Vendors Internet Apps Store Retail included as they can demonstrate this purchasing behaviour . • Connected service subscription based revenue for PNDs such as TomTom Key manufacturers bundling navigation software and/or Premium LBS services are being oered by mobile network PND vendors oer devices which can be installed into The Internet is the most widely used consumer channel An estimated $150m (£107m) in sales were generated “LIVE” This is the traditional channel of distribution. Software & maps to increase handset sales and to create stickiness with operators to stimulate ARPU by bundling location based consumers' vehicles and are platforms for delivery of value for navigation and mapping services and applications. through Apps storesores last year increasing to $800m (£573m) • Ford Sync embedded solution oering tra€c, directions and information Maps can be purchased on memory cards, CD or DVD for consumers. Clear shift from being just box (hardware) services such as navigation service plans and social based services. PND vendors are oering mobile solutions Maps are increasingly supplemented with value added in 2009 (Piper Jaray).ay). Other manufacturers and network mobile devices. PNDs are also available for sale. for 3 years free sellers. networking applications which can be downloaded or integrated with mobile phones. route planning, PoI and Tra€c information. operatorsators are now trying to replicate this success. • Average US LBS mobile application price / month was $9.23 compared to range of $3.82 to $5.41 for consumer downloadable applications in 2007 Nokia Nokia Maps Find&Go TomTom Via Michelin Apple App Store Carphone Warehouse (Nielsen Mobile) Samsung Route 66 Verizon VZ Navigator Navigon TomTom Android Market Carrefour Monetisation HTC TomTom AT&T Telenav Nokia Ovi Media Markt Platform Trends Subscription Whilst growth in PND shipments is forecast to slow, GPS equipped shipments are forecast to provide a major contribution to LBS Regular automated payments taken for access equipped platforms. to premium services, notably turn by turn Handset Navigation: navigation. • Global shipments of GPS enabled GSM/WCDMA handsets rose by 178.6% Services in 2008 to 78 million units. Growth is forecast at 46.5% CAGR to reach 770 million units in 2014. Europe will account for 270 million handsets (Berg Pay By Use Insight). Contributing features include: Navigation POI & Recommendations Travel Local Search Social Networking Entertainment Advertising & Marketing Telematics & Tracking • Open source mobile operating systems (Linux, Android) The premium product is usually distributed Points of Interest combines geocoded Local search is a dynamic service using live Location awareness combined with mobility Messages are delivered directly to the user’s Mobile assets such as vehicles and equipment Navigation is evolving from a complete The attractive enhanced functionality of Games incorporating user's location, event free of charge, with charges being made per • On board GPS capabilities with large touch screens location with basic information (addresses, database directories to search attractions, dierentiateserentiates social networking by allowing mobile device dependent up on their can be tracked. Modern advances mean many software and hardware bundled solution, to a adding physical information to travel guides guides providing only localised events and use. In Dash Navigation: phone numbers) and is usually free. POI with the enhancement of results users to trackack their friends, connect with location. Advertising and marketing collateral GPS enabled mobile platforms can become software focus allowing GPS enabled mobile has lead to a number of creative solutions photo sharing liked to geodata makes creates a more compelling experience when automatically being !ltered based upon the them and share location orientatedientated content can be sent to the target customers at the tracking devices through the download of the • 12% of new cars will ship with embedded telematics by 2010 with safety phones and devices to be used as PNDs. being developed by start up companies. servicesvices and applications more compelling. and security features such as emergency calling (eCall) and breakdown combined with recommendations. user’s physical loaction. and experiences. right time and in the right place. appropriate software. assistance (bCall) as the most popular LBS applications (ABI Research). Service Bundling • TomTom and Renault have co-designed a sub €500 fully integrated Oering Location Based Services along side navigation solution ‘Carminat TomTom’ using TeleAtlas mapping Latitude another service (such as mobile calls) with • Co-marketing agreements for OEM automotive projects such as Garmin TomTom appello Rummble ViaMichelin BT My Place Plundr Mobgeo iBus joint billing. and Panasonic Automotive Systems Nokia iGO Geospot Dopplr ActiveGuru Vicinity Loopt Spoonfed Alcatel Lucent/1020 Placecast WebTech Wireless Personal Navigation Devices (PND): Way!nder Maporama Skobbler London Tube Station T+1 Solutions Taxi4me Gypsii Locr Nokia Airbiquity • Global PND shipments will stagnate at 39 million units in 2009, with Asia Advertising Paci!c the only growth market (ABI Research) • Global PND shipments are forecast to peak at 56 million units in 2012 (Berg Advertisers subsidise the cost of a service or Insight) product in exchange for brand exposure. • USA accounted for 52% of worldwide PND shipments in Q4 2008 (Canalys) • European PND unit sales dropped 3.8% and average selling price dropped 26.7% to €170 in Q4 2008 (GfK) Applications PlatformsPlatforms Content Upgrades Mobile Navigation Software Houses Technology Providers Laptops PNDs Static Content Dynamic Content Location Database Users actively agree to purchase GPS-Integrated Mobile Devices • Acer • HP • TomTom • Netropa enhancements or updated content such as Provide technology solutions which • • • Garmin • Nokia Information which does not get Fee based or advertising funded A location database passively tracks Vendors oering Navigation products maps. Software development and software simplify development of oerings • • Sony • Magellan • Motorola updated frequently. Generally free as information which gets updated to Mobile Network Operators, • Fujitsu • • Mio • Samsung your location. Unlike a ‘Location Annual Shipments Global Forecast (2007-20012) consulting services oered by larger such as turn-by-turn voice part of overall service. frequently 800 Handset Vendors and Directly to Directory’, process is automatic. organisations navigation, location tracking, and Netbooks PDAs Consumers. advertising enabled services. • Acer • MSU • Sharp • Datalogic 600 • Asus • OLPC • Psion • Palm ATMs Fuel Prices GPS • HP • Samsung • Ectaco • Socket Hospitals Weather Skyhook Wireless • Medion • Casio • Opticon 400 Apello Presselite London Tube Spime Location Technology Cinemas Event Information Loki Networks in Motion Spiceloop MapsBuddy Skyhook Location Software Mobile Handsets Restaurants Tra€c information MSN Direct 200 • Apple • Nokia • Apple • Palm Route 66 Fullpower MotionX GPS Artilium Telco Software • HTC • RIM • Asus • Samsung Parking Restaurant ratings Payment Facilitators Millions of Units Millions • LG • Samsung • HP • SonyEricsson 0 Telmap ActiveGuru Vicinity Curl Enterpriseerprise Technology • Garmin • SonyEricsson • Nokia • LG Petrol Stations Booking information Payments for LBS services can be processed 2007 2008 2009 2010 2011 2012 TomTom Area/Code Plundr Jackbe Enterprise Software according to the available subscriber access method, Source: 2008 Park Associates Way!nder (Vodafone) Clo Software Tra!c value and subscriber requirement lead time. • Broadcom • Atheros • QQualcomm • SiRF (CSR) GPS-integrated Mobile Devices: • Atheros • SiGE • Meditek • In!neon GPS Chipsets PND, PMP, Mobile Handset & PDA • TI • eRide • CSR • U-blox • SVox • AT&T • NeoSpeech Voice Technologies • Nuance • Cepstral • Get TTS Carrier Billing Billing of purchases direct to an existing Acquisitions subscriber account The 2 dominant global mapping suppliers have been acquired by service providers: Payment Processors • Nokia acquired NAVTEQ for US$8.1 billion in 2007 • TomTom acquired TeleAtlas for €2.9 billion in 2008 Payment clearing networks with direct The LBS market has seen recent strategic acquisitions: Location Directories & APIs Digital Imaging Digital Maps LBS Platforms customer relationship An application programming interface (API) is a set of routines, data structures, object classes and/or • Garmin acquired wireless location based services provider Digital Cyclone Satellite and aerial digital images add Digital map data is key content for navigation services and some other location based services. The consumer digital maps market is controlled Existing digital mapping database Inc (DCI) for US$45 million in 2007 protocols provided by libraries and/or operating system services in order to support the building of by a duopoly, Navteq and TeleAtlas who are owned by Nokia and TomTom respectively, and provide worldwide road based mapping. Smaller richness to consumer mapping and suppliers will transition to delivering Payment Networks • TCS acquired LBS infrastructure, middleware and applications supplier applications.ications. Location APIs provide best estimate of the user's position using a number of sources . navigation services and are essential for suppliers exist and thrive within niche or remote markets. live LBS content to independent LocationLogic (formerly part of Autodesk) for US$15 million in 2009 many commercial applications. Commercial Maps Open Source Specialists Secure mobile payment • Vodafone acquired Way!nder in 2008 for SKr 239 million Application Developers via service processing as a gateway delivery platform API’s. New LBS service to !nancial institutions revenue streams are created, along with a rich ecosystem of 3rd party Regulation Examples of APIs Possible LBS Platform players Aerial imagery rendering Routing/Dynamic routing Application Developers exploiting their USA network deployment of positioning information capabilities has been & a ‘specialist’ speci!c sector expertise. driven by FCC regulation requiring operators to be able to provide Map tile rendering Vector map streaming Vector map streaming subscribers’ location data for safety applications (E-911 directive). • Dierent location determination technologies have been required to meet the indoor location !x requirements. User privacy requirements are fragmented: • Informed opt-in consent for LBS services required by both Japan (Personal Data Protection Law 2003) and EU (Article 9 of EU directive 2002/58/EC) • USA currently self regulatory by CTIA (Consumer Code) and some state Technology Location information Network Infrastructure level regulations Cell ID Networkwork based, recognises location by nearest cell Following the rollout required to by emergency services compliance such as E911 Cell ID++ Akin to Cell ID, smaller cell radius for greater accuracy requirements, the rollout of commercial LBS oers new opportunities for cellular location E-OTD Network based, triangulation calculated by receivers Mobile Cell ID Cell ID++ E-OTD GPS/ A-GPS E A-GPS technologies either as assistance or as a fallback option for GPS. The companies below Prepared by GPS Handset based, uses relative satellite information provide solutions in the form of Mobile Location Centres, Position Determining Equipment AGPS Hybrid, uses both GPS and network information WiMAX Standalone Blue WLAN and Location Enabling Servers. Wix Triangulation Not widely used, similar in nature to E-OTD Fixed and Mobile Triangulation GPS Tooth Triangulation FirstPartner Standalone GPS GPS operation within a single purpose Ericsson Redknee Andrews Bluetooth Recognises location by movement through cells Accuracy Outdoor Tailored for indoor TCS Openwave TruePosition Tim Ellis | Ender Yavas | Ale Simmons WLAN Triangulation Not widely used, similar in nature to E-OTD NSN Polaris Wireless Autodesk E A-GPS Combining GPS, Network and Galileo satellite info. find us at www.firstpartner.net email us at [email protected] FirstPartner Disclaimer The map includes information compiled from various reputable sources and other methods like structured interviews and surveys, conference material and Industry Bodies information available in the public domain. As data and information sources are outside our control, FirstPartner make no representation as to its accuracy or and Legistlation (USA) Federal Trade European Commission International Association for the Federal Communications Ministry of Internal Affairs International Telecoms European Automotive National Regulations Self Regulation completeness. All responsibility for any interpretation or actions based on this Commission Wireless Communication Industry Commission and Communications Union Digital Innovation Studio map lies solely with the reader. Copyright 2009 USA European Union USA USA Japan International European Union By country By company