Index Table of Contents - Berg Insight · index mobile navigation services and devices ii strategic research series lbs research series 2.1.1 navteq .....30

MOBILE NAVIGATION SERVICES AND DEVICES INDEX

i STRATEGIC RESEARCH SERIES LBS RESEARCH SERIES

Index

Table of Contents Table of Contents......................................................................................................................... i List of Figures............................................................................................................................viii Executive summary.....................................................................................................................1 1 Personal navigation solutions..............................................................................................3

1.1 Vehicle fleets and navigation system penetration.......................................................4 1.1.1 The European passenger car market ...................................................................4 1.1.2 The North American passenger car and light truck market..................................6

1.2 Overview of personal navigation systems and services..............................................7 1.2.1 Factory installed in-dash navigation and telematics solutions .............................8 1.2.2 Aftermarket in-dash navigation systems ...............................................................9 1.2.3 Personal Navigation Devices ..............................................................................10 1.2.4 Smartphones and mobile phones.......................................................................11 1.2.5 Internet tablets and media players......................................................................12

1.3 PND categories and segments..................................................................................13 1.3.1 Standalone car navigation PNDs ........................................................................13 1.3.2 Embedded PNDs ................................................................................................17 1.3.3 Multimode and rugged PNDs .............................................................................17 1.3.4 Truck PNDs .........................................................................................................17

1.4 Handset-based navigation services ..........................................................................18 1.4.1 On-board navigation apps ..................................................................................19 1.4.2 Off-board navigation services .............................................................................20

1.5 Navigation service distribution channels and business models ...............................21 1.5.1 Mobile network operators ...................................................................................21 1.5.2 Handset vendors .................................................................................................22 1.5.3 On-device app stores ..........................................................................................22 1.5.4 Active handset navigation users .........................................................................26

2 Map data and content providers........................................................................................27 2.1 Digital map data and image suppliers.......................................................................29

INDEX MOBILE NAVIGATION SERVICES AND DEVICES

ii STRATEGIC RESEARCH SERIES LBS RESEARCH SERIES

2.1.1 NAVTEQ ..............................................................................................................30 2.1.2 TomTom Maps ....................................................................................................32 2.1.3 AND .....................................................................................................................33 2.1.4 AutoNavi ..............................................................................................................34 2.1.5 Blom ....................................................................................................................35 2.1.6 CE Info Systems..................................................................................................35 2.1.7 DigitalGloble........................................................................................................36 2.1.8 GeoEye................................................................................................................36 2.1.9 Intermap Technologies .......................................................................................37 2.1.10 OpenStreetMap ...................................................................................................37 2.1.11 ZENRIN................................................................................................................38

2.2 Traffic information services........................................................................................39 2.2.1 Traffic information systems .................................................................................39 2.2.2 RDS-TMC services ..............................................................................................40 2.2.3 The VICS traffic information system....................................................................43 2.2.4 The TPEG standard.............................................................................................43 2.2.5 AirSage................................................................................................................44 2.2.6 Clear Channel Radio’s Total Traffic Network ......................................................44 2.2.7 Decell...................................................................................................................44 2.2.8 INRIX....................................................................................................................45 2.2.9 Mediamobile........................................................................................................46 2.2.10 TrafficCast ...........................................................................................................46 2.2.11 Trafficmaster........................................................................................................46

2.3 Speed camera warning devices and database providers.........................................47 2.3.1 Coyote Systems ..................................................................................................47 2.3.2 Cyclops ...............................................................................................................47 2.3.3 FoxyTag...............................................................................................................48 2.3.4 Road Angel..........................................................................................................48 2.3.5 RoadPilot .............................................................................................................48 2.3.6 Wikango ..............................................................................................................48

2.4 Travel guide, POI data and weather information providers.......................................49 2.4.1 CustomWeather...................................................................................................49


iii STRATEGIC RESEARCH SERIES LBS RESEARCH SERIES

2.4.2 Foreca .................................................................................................................49 2.4.3 Fodor’s Travel......................................................................................................49 2.4.4 Langenscheidt.....................................................................................................50 2.4.5 Mairdumont .........................................................................................................50 2.4.6 NavX ....................................................................................................................51 2.4.7 ViaMichelin ..........................................................................................................51 2.4.8 Wcities .................................................................................................................51

2.5 Directory publishers...................................................................................................52 2.5.1 PagesJaunes and Mappy ...................................................................................54 2.5.2 Truvo ...................................................................................................................54 2.5.3 Yell Group............................................................................................................54

3 Navigation software developers ........................................................................................55 3.1 Technology overview.................................................................................................55

3.1.1 On-board, off-board and hybrid navigation software..........................................56 3.1.2 Evolution of navigation software features ...........................................................56

3.2 Vendor market shares ...............................................................................................58 3.2.1 Handset navigation app market shares in Europe..............................................59 3.2.2 Handset navigation app market shares in North America ..................................60

3.3 Company profiles and strategies ..............................................................................61 3.3.1 ALK Technologies ...............................................................................................63 3.3.2 Appello Systems .................................................................................................64 3.3.3 deCarta................................................................................................................65 3.3.4 Elektrobit .............................................................................................................66 3.3.5 Fullpower Technologies ......................................................................................67 3.3.6 Google.................................................................................................................67 3.3.7 GPS Tuner...........................................................................................................68 3.3.8 Intrinsyc Software................................................................................................68 3.3.9 Maction Technologies .........................................................................................69 3.3.10 Mireo....................................................................................................................69 3.3.11 NavGuard ............................................................................................................70 3.3.12 NaviExpert ...........................................................................................................70 3.3.13 Navitel..................................................................................................................70


iv STRATEGIC RESEARCH SERIES LBS RESEARCH SERIES

3.3.14 NAVITIME ............................................................................................................71 3.3.15 Navmii..................................................................................................................71 3.3.16 NDrive..................................................................................................................72 3.3.17 NNG.....................................................................................................................73 3.3.18 PH Informatica.....................................................................................................74 3.3.19 ROUTE 66............................................................................................................74 3.3.20 Skobbler ..............................................................................................................75 3.3.21 Sygic....................................................................................................................76 3.3.22 TeleCommunication Systems .............................................................................76 3.3.23 TeleNav................................................................................................................77 3.3.24 Telmap.................................................................................................................78 3.3.25 UbiEst ..................................................................................................................80 3.3.26 Waze....................................................................................................................80 3.3.27 Wikitude...............................................................................................................81 3.3.28 Yapp Mobile ........................................................................................................81

4 Mobile operator service offerings ......................................................................................83 4.1 Navigation services from mobile operators in North America...................................83

4.1.1 AT&T....................................................................................................................84 4.1.2 Bell Mobility .........................................................................................................85 4.1.3 MetroPCS ............................................................................................................85 4.1.4 Rogers Wireless ..................................................................................................86 4.1.5 Sprint Nextel ........................................................................................................86 4.1.6 TELUS .................................................................................................................87 4.1.7 Verizon Wireless..................................................................................................87

4.2 Navigation services from mobile operators in Europe ..............................................88 4.2.1 Deutsche Telekom Group ...................................................................................90 4.2.2 Orange Group .....................................................................................................91 4.2.3 SFR......................................................................................................................93 4.2.4 Telefónica Group.................................................................................................93 4.2.5 Telekom Austria Group .......................................................................................94 4.2.6 TeliaSonera Group ..............................................................................................95 4.2.7 Vodafone Group..................................................................................................96


v STRATEGIC RESEARCH SERIES LBS RESEARCH SERIES

4.3 Navigation services from mobile operators in Asia Pacific .......................................98 4.3.1 Country profile: Australia.....................................................................................99 4.3.2 Country profile: Japan....................................................................................... 100 4.3.3 Country profile: South Korea............................................................................. 102 4.3.4 SingTel Group ................................................................................................... 103 4.3.5 Tata Indicom...................................................................................................... 104 4.3.6 Vodafone New Zealand..................................................................................... 104

4.4 Navigation services in other countries .................................................................... 104 4.4.1 Country profile: Israel ........................................................................................ 105 4.4.2 Country profile: South Africa ............................................................................. 106 4.4.3 América Móvil .................................................................................................... 107 4.4.4 NII Holdings....................................................................................................... 107 4.4.5 Telefónica Latin America ................................................................................... 108 4.4.6 Mobile TeleSystems .......................................................................................... 108

5 Device vendor profiles ..................................................................................................... 109 5.1 PND market developments ..................................................................................... 109

5.1.1 PND feature evolution ....................................................................................... 109 5.1.2 Market consolidation......................................................................................... 111

5.2 PND shipments and vendor market shares ............................................................ 113 5.2.1 Shipments by geographical region................................................................... 113 5.2.2 PND hardware revenues ................................................................................... 114 5.2.3 Vendor market shares ....................................................................................... 115

5.3 PND vendor profiles and strategies......................................................................... 117 5.3.1 Garmin............................................................................................................... 117 5.3.2 Navigon ............................................................................................................. 121 5.3.3 TomTom ............................................................................................................ 123 5.3.4 MiTAC................................................................................................................ 127 5.3.5 Airis.................................................................................................................... 129 5.3.6 AvMap ............................................................................................................... 129 5.3.7 Mappy/Logicom ................................................................................................ 129 5.3.8 MEDION ............................................................................................................ 130 5.3.9 Panasonic.......................................................................................................... 131


vi STRATEGIC RESEARCH SERIES LBS RESEARCH SERIES

5.3.10 Shinco ...............................................................................................................131 5.3.11 Sony ..................................................................................................................132 5.3.12 Thinkware Systems ...........................................................................................132 5.3.13 UniStrong ..........................................................................................................133 5.3.14 United Navigation..............................................................................................133

5.4 Handset market developments ...............................................................................135 5.4.1 Smartphone evolution .......................................................................................137 5.4.2 Handset vendor market shares.........................................................................138 5.4.3 Handset vendor navigation service strategies ..................................................138

5.5 Handset vendor profiles and strategies ..................................................................140 5.5.1 Apple .................................................................................................................140 5.5.2 HTC ...................................................................................................................141 5.5.3 LG Electronics ...................................................................................................142 5.5.4 Motorola ............................................................................................................142 5.5.5 Nokia .................................................................................................................143 5.5.6 RIM ....................................................................................................................145 5.5.7 Samsung Electronics ........................................................................................146 5.5.8 Sony Ericsson ...................................................................................................147

6 Market analysis and forecasts .........................................................................................149 6.1 Navigation industry trends.......................................................................................149

6.1.1 The total navigation system penetration rate is still low globally......................150 6.1.2 Low cost in-dash navigation systems drive take rates......................................151 6.1.3 Evolution of handset navigation distribution channels .....................................152 6.1.4 Evolution of handset navigation business models ...........................................153

6.2 Regional markets.....................................................................................................156 6.2.1 The European mobile navigation market ..........................................................157 6.2.2 The European PND market ...............................................................................158 6.2.3 The North American mobile navigation market ................................................160 6.2.4 The North American PND market......................................................................161 6.2.5 The Rest of World mobile navigation market ....................................................163 6.2.6 The Rest of World PND market .........................................................................164

Glossary ..................................................................................................................................167


vii STRATEGIC RESEARCH SERIES LBS RESEARCH SERIES


viii STRATEGIC RESEARCH SERIES LBS RESEARCH SERIES

Index

List of Figures Figure 1.1: The European passenger car market (2011) ...........................................................5 Figure 1.2: Car navigation system shipments in Europe (2002–2011).......................................5 Figure 1.3: The North American passenger car and light truck market (2011)..........................6 Figure 1.4: Car navigation system shipments in North America (2002–2011) ...........................7 Figure 1.5: Main car navigation system categories ....................................................................8 Figure 1.6: Evolution of portable navigation solutions .............................................................10 Figure 1.7: Examples of GPS-enabled Internet tablets (December 2011) ...............................12 Figure 1.8: PND feature comparison by price segment ...........................................................14 Figure 1.9: Latest Garmin and TomTom connected PNDs ......................................................16 Figure 1.10: On-board navigation application screenshots .....................................................19 Figure 1.11: Off-board navigation application screenshots......................................................20 Figure 1.12: Examples of mobile app stores (December 2011)...............................................23 Figure 1.13: Examples of Android, BlackBerry and iPhone navigation app developers .........25 Figure 1.14: Active navigation users by distribution channel (World 2008–2011) ...................26 Figure 2.1: Examples of content providers...............................................................................28 Figure 2.2: Major international digital map data suppliers .......................................................29 Figure 2.3: Traffic information platform.....................................................................................40 Figure 2.4: Examples of TMC service providers (2010)............................................................42 Figure 2.5: Travel guide publishers ..........................................................................................50 Figure 2.6: Leading directory service providers (2011) ............................................................52 Figure 2.7: Directory provider distribution channels and business models .............................53 Figure 3.1: Mapping and navigation server platform................................................................55 Figure 3.2: Navigation app and service providers by active users (World Q4-2011)...............58 Figure 3.3: Handset navigation service market shares (EU27+2 2007–2011) ........................59 Figure 3.4: Handset navigation service market shares (North America 2007–2011) ...............60 Figure 3.5: Handset navigation app developers.......................................................................62 Figure 4.1: Navigation offerings from North American operators (December 2011) ...............84 Figure 4.2: Navigation offerings from European operators (November 2011).........................89


ix STRATEGIC RESEARCH SERIES LBS RESEARCH SERIES

Figure 4.3: Examples of navigation offerings from APAC operators (December 2011)...........98 Figure 5.1: PND feature penetration in Europe and North America (2007–2011).................. 110 Figure 5.2: PND brands by original industry .......................................................................... 111 Figure 5.3: Global annual PND shipments and revenues (2005–2011) ................................. 113 Figure 5.4: PND shipments by region (Million units 2007–2011) ........................................... 114 Figure 5.5: PND vendor market shares (World 2006–2011)................................................... 115 Figure 5.6: PND vendor market shares (Europe 2006–2011) ................................................ 116 Figure 5.7: PND vendor market shares (North America 2006–2011) ..................................... 116 Figure 5.8: Examples of Garmin nüvi PNDs ........................................................................... 119 Figure 5.9: Examples of TomTom PNDs and connected PNDs............................................. 126 Figure 5.10: Smartphone shipments by vendor and OS (World Q3-2011)............................ 136 Figure 6.1: PND and in-dash navigation system penetration (World 2007–2011) ................. 150 Figure 6.2: New business models for mobile navigation services ......................................... 153 Figure 6.3: Smartphone, GPS-enabled Internet tablet and PND shipments (2010–2016)..... 156 Figure 6.4: Navigation apps and service revenues (EU27+2 2010–2016) ............................ 157 Figure 6.5: Annual PND shipments in Europe (2006–2016)................................................... 158 Figure 6.6: PND ASP, device and service revenues in Europe (2010–2016) ......................... 159 Figure 6.7: Navigation app and service revenues (North America 2010–2016)..................... 160 Figure 6.8: Annual PND shipments in North America (2006–2016) ....................................... 161 Figure 6.9: PND ASP, device and service revenues in North America (2010–2016).............. 162 Figure 6.10: Navigation app and service revenues (ROW 2010–2016).................................. 163 Figure 6.11: Annual PND shipments in ROW (2006–2016) .................................................... 164 Figure 6.12: PND ASP, device and service revenues in ROW (2010–2016) .......................... 165


x STRATEGIC RESEARCH SERIES LBS RESEARCH SERIES

MOBILE LOCATION-BASED SERVICES INDEX


Index

Table of Contents Table of Contents......................................................................................................................... i List of Figures............................................................................................................................. vi Executive summary.....................................................................................................................1 1 Introduction to location-based services ..............................................................................3

1.1 Definition of mobile location-based services...............................................................3 1.2 Mobile communication services..................................................................................4

1.2.1 Mobile voice and SMS ..........................................................................................4 1.2.2 Mobile data and applications ................................................................................5 1.2.3 A brief history of location platforms and services .................................................7

1.3 Mobile LBS categories.................................................................................................9 1.3.1 Mapping and navigation........................................................................................9 1.3.2 Local search and information..............................................................................11 1.3.3 Social networking and entertainment .................................................................11 1.3.4 Recreation and fitness.........................................................................................12 1.3.5 Family and people locator services ....................................................................12 1.3.6 Mobile resource management ............................................................................12 1.3.7 Mobile advertising and marketing.......................................................................13 1.3.8 Other services .....................................................................................................14

1.4 Mobile app monetisation strategies and business models.......................................15 1.4.1 Free apps ............................................................................................................15 1.4.2 Paid apps ............................................................................................................15 1.4.3 Freemium apps and in-app payments................................................................16 1.4.4 Ad-funding...........................................................................................................16 1.4.5 New channel to market .......................................................................................17 1.4.6 Bundled products and services ..........................................................................17 1.4.7 Mobile app business model trends.....................................................................18

1.5 Mobile location technologies and platforms .............................................................19 1.5.1 Mobile network-based location technologies .....................................................20

INDEX MOBILE LOCATION-BASED SERVICES


1.5.2 GNSS: GPS, GLONASS, Galileo and Compass .................................................21 1.5.3 Bluetooth and Wi-Fi positioning..........................................................................22 1.5.4 Hybrid and indoor location technologies............................................................23 1.5.5 Handset client and probe-based location platforms...........................................23

1.6 The regulatory environment in Europe and North America ......................................24 1.6.1 European emergency call and privacy regulations ............................................25 1.6.2 LBS regulatory environment in the US................................................................26 1.6.3 Emergency call regulations in Canada ...............................................................28

2 Smartphone ecosystems...................................................................................................29 2.1 Smartphone OS platforms.........................................................................................29

2.1.1 Smartphone platform developments and market shares ...................................31 2.1.2 Smartphone vendor market shares ....................................................................32 2.1.3 Android................................................................................................................33 2.1.4 iOS.......................................................................................................................34 2.1.5 Windows Phone ..................................................................................................35 2.1.6 BlackBerry OS and BlackBerry 10 ......................................................................35 2.1.7 Samsung’s Bada platform...................................................................................36

2.2 App stores..................................................................................................................37 2.2.1 Apple App Store ..................................................................................................39 2.2.2 BlackBerry App World .........................................................................................39 2.2.3 Google Play.........................................................................................................40 2.2.4 Nokia Store..........................................................................................................40 2.2.5 Windows Phone Store.........................................................................................41

2.3 Ad networks and in-app ad solutions........................................................................42 2.3.1 Apple – iAd ..........................................................................................................44 2.3.2 RIM – BlackBerry Advertising Service .................................................................45 2.3.3 Microsoft – Windows Phone/Microsoft Advertising.............................................46 2.3.4 Nokia – Nokia Ad Exchange................................................................................46 2.3.5 Android – AdMob and third-party ad networks...................................................47

2.4 Smartphone industry analysis ...................................................................................47 2.4.1 Smartphone platforms are becoming new vertical silos.....................................48 2.4.2 Towards complete LBS offerings ........................................................................49



2.4.3 Operators start to back emerging smartphone platforms ..................................49 2.4.4 Handset vendor strategies ..................................................................................50 2.4.5 The mobile web, HTML5 web apps and native apps..........................................51

3 Operator LBS offerings and strategies ..............................................................................53 3.1 The European operator LBS market..........................................................................53

3.1.1 3 Group ...............................................................................................................56 3.1.2 Deutsche Telekom Group ...................................................................................56 3.1.3 KPN Group ..........................................................................................................57 3.1.4 Orange Group .....................................................................................................57 3.1.5 SFR......................................................................................................................59 3.1.6 Telefónica Group.................................................................................................59 3.1.7 Telenor Group .....................................................................................................60 3.1.8 TeliaSonera Group ..............................................................................................61 3.1.9 Vodafone Group..................................................................................................62

3.2 The North American operator LBS market ................................................................63 3.2.1 AT&T Mobility ......................................................................................................65 3.2.2 Bell Mobility .........................................................................................................66 3.2.3 MetroPCS ............................................................................................................66 3.2.4 Rogers Wireless ..................................................................................................66 3.2.5 Sprint Nextel ........................................................................................................67 3.2.6 TELUS .................................................................................................................68 3.2.7 T-Mobile USA ......................................................................................................68 3.2.8 US Cellular...........................................................................................................68 3.2.9 Verizon Wireless..................................................................................................69

3.3 Location aggregators and Location-as-a-Service providers .....................................70 3.3.1 Deveryware..........................................................................................................70 3.3.2 Locaid..................................................................................................................70 3.3.3 Location Labs......................................................................................................71 3.3.4 Lociloci ................................................................................................................73 3.3.5 Mobile Commerce...............................................................................................73

3.4 Industry analysis........................................................................................................74 3.4.1 Organisational capabilities and goals limit operator’s ability to provide LBS.....74



3.4.2 Smartphone platforms challenge operators’ role as distribution channel..........75 3.4.3 Operators are no longer the central source of location data..............................75 3.4.4 Emerging opportunities for operators to sell bulk location data.........................76

4 Consumer LBS categories.................................................................................................77 4.1 Mapping and navigation............................................................................................77

4.1.1 Mapping and routing services.............................................................................77 4.1.2 Speed camera warning apps and services.........................................................79 4.1.3 Traffic information services .................................................................................80 4.1.4 Turn-by-turn navigation services.........................................................................82 4.1.5 Mapping and navigation industry trends ............................................................82 4.1.6 Mobile operator service offerings........................................................................85 4.1.7 Handset vendor offerings....................................................................................88 4.1.8 App stores and service providers .......................................................................90 4.1.9 Key market players..............................................................................................90

4.2 Local search and information ..................................................................................100 4.2.1 Directory services..............................................................................................101 4.2.2 Local discovery and review services.................................................................104 4.2.3 Travel planning, guides and information services ............................................105 4.2.4 Shopping and coupon services ........................................................................107

4.3 Social networking and entertainment......................................................................109 4.3.1 Social networking and community services .....................................................110 4.3.2 Check-in services ..............................................................................................113 4.3.3 Friendfinder services .........................................................................................114 4.3.4 Communication, chat and instant messaging services ....................................115 4.3.5 Location-based games......................................................................................116

4.4 Recreation and fitness .............................................................................................118 4.4.1 Geocaching apps..............................................................................................118 4.4.2 Outdoor navigation............................................................................................118 4.4.3 Sports tracking apps .........................................................................................119

4.5 Family and people locator services.........................................................................122 4.5.1 Family locator services marketed by mobile operators ....................................122 4.5.2 Third party family and people locator apps and services.................................124



5 Enterprise LBS categories and LBA ................................................................................ 127 5.1 Mobile resource management ................................................................................ 127

5.1.1 Fleet management services .............................................................................. 127 5.1.2 Mobile workforce management services .......................................................... 130 5.1.3 Lone worker protection services ....................................................................... 134

5.2 Mobile advertising and marketing ........................................................................... 136 5.2.1 The marketing and advertising industry............................................................ 136 5.2.2 Advertising on the mobile handset ................................................................... 137 5.2.3 Definitions and variants of LBA ......................................................................... 139 5.2.4 LBA formats....................................................................................................... 141 5.2.5 LBA industry analysis ........................................................................................ 144

6 Market analysis and forecasts ......................................................................................... 147 6.1 Summary of the LBS market ................................................................................... 147

6.1.1 The European LBS market ................................................................................ 147 6.1.2 The North American LBS market ...................................................................... 148

6.2 Mobile advertising and location .............................................................................. 149 6.2.1 Challenges and opportunities for mobile advertising ....................................... 149 6.2.2 Location can improve ROI for advertisers......................................................... 150 6.2.3 LBA market value forecast ................................................................................ 150

6.3 Vertical market trends.............................................................................................. 152 6.3.1 Mapping and navigation services become free for end-users.......................... 152 6.3.2 Search and information services growth driven by smartphone uptake .......... 155 6.3.3 Social networking and entertainment services gradually add location ............ 156 6.3.4 Smartphones are increasingly used as recreation and fitness devices ........... 158 6.3.5 Family and people locator service uptake driven by free apps ........................ 160 6.3.6 Corporate efficiency investments drive WFM service adoption........................ 161

Glossary .................................................................................................................................. 163



Index

List of Figures Figure 1.1: Mobile subscriptions by region (World Q2-2012) ....................................................4 Figure 1.2: Wireless service revenues (World 2012) ..................................................................5 Figure 1.3: Smartphone adoption and market shares (Western Europe 2009–2012) ...............6 Figure 1.4: Smartphone adoption and market shares (North America 2009–2012) ..................6 Figure 1.5: Mobile location-based service categories ..............................................................10 Figure 1.6: LBS system overview..............................................................................................19 Figure 2.1: Smartphone shipments by vendor and OS (World 9M-2012)................................30 Figure 2.2: Leading mobile app stores (Q4-2012)....................................................................38 Figure 2.3: Examples of mobile ad networks (World 2012) .....................................................43 Figure 3.1: Mobile operators by number of subscribers (EU27+2 Q2-2012) ..........................54 Figure 3.2: LBS offered by mobile operators (Europe 2008–2012)..........................................55 Figure 3.3: Mobile operators by number of subscribers (North America Q2-2012).................64 Figure 4.1: Mapping app and service offerings........................................................................78 Figure 4.2: Speed camera warning apps .................................................................................79 Figure 4.3: Traffic information platform.....................................................................................80 Figure 4.4: Traffic information apps and services.....................................................................81 Figure 4.5: New business models for mobile navigation services ...........................................83 Figure 4.6: Navigation offerings from European operators (December 2012).........................86 Figure 4.7: Navigation offerings from North American operators (December 2012) ...............87 Figure 4.8: Android, BlackBerry, iPhone and WP7/8 turn-by-turn navigation apps .................89 Figure 4.9: Navigation app and service providers by active users (World Q4-2012)...............91 Figure 4.10: Local search and information services marketed by operators (2012)..............100 Figure 4.11: Leading directory service providers (2012)........................................................101 Figure 4.12: Mobile yellow pages usage and app downloads (EU 27+2 2009–2012)..........102 Figure 4.13: Directory provider distribution channels and business models .........................103 Figure 4.14: Local discovery and review services ..................................................................104 Figure 4.15: Online travel companies .....................................................................................105 Figure 4.16: Travel guide publishers ......................................................................................106



Figure 4.17: Shopping assistant and coupon services (2012)............................................... 107 Figure 4.18: Social networks with over 100 million users (World 2012)................................. 111 Figure 4.19: Mobile-originated social networking services (2012) ......................................... 112 Figure 4.20: Social networking services with check-in feature (World 2012)......................... 113 Figure 4.21: Examples of friendfinder services (2012) ........................................................... 114 Figure 4.22: Location-enhanced communication, chat and IM services (2012) .................... 115 Figure 4.23: Examples of location-based game developers (2012)....................................... 117 Figure 4.24: Examples of outdoor navigation app developers (2012) ................................... 119 Figure 4.25: Examples of sports tracking app developers (2012).......................................... 120 Figure 4.26: People locator services marketed by mobile operators (2012) ......................... 123 Figure 4.27: Third party people locator services using Cell-ID (EU27+2 2012) .................... 125 Figure 4.28: People tracking and location sharing apps (2012) ............................................ 126 Figure 5.1: Examples of fleet management offerings by mobile operators (2012) ................ 129 Figure 5.2: Workforce management services marketed by operators (2012)........................ 131 Figure 5.3: Examples of mobile workforce management service providers (2012)............... 133 Figure 5.4: Lone worker protection service providers (2012)................................................. 135 Figure 5.5: Global advertising expenditure by media (World 2012)....................................... 136 Figure 6.1: LBS revenue forecast (EU27+2 2011–2017) ....................................................... 148 Figure 6.2: LBS revenue forecast (North America 2011–2017) .............................................. 149 Figure 6.3: LBA revenues and forecasts (EU27+2 and North America 2011–2017) ............. 151 Figure 6.4: Mapping and navigation service revenues (EU27+2 2011–2017)....................... 153 Figure 6.5: Mapping and navigation service revenues (North America 2011–2017) ............. 154 Figure 6.6: Search and information service revenues (EU27+2 2011–2017) ........................ 155 Figure 6.7: Search and information service revenues (North America 2011–2017)............... 156 Figure 6.8: Social networking and entertainment revenues (EU27+2 2011–2017) ............... 157 Figure 6.9: Social networking and entertainment revenues (North America 2011–2017)...... 158 Figure 6.10: Recreation and fitness revenues (EU27+2 2011–2017) .................................... 159 Figure 6.11: Recreation and fitness revenues (North America 2011–2017)........................... 159 Figure 6.12: Family and people locator service revenues (EU27+2 2011–2017).................. 160 Figure 6.13: Family and people locator service revenues (North America 2011–2017) ........ 161 Figure 6.14: Workforce management service revenues (EU27+2 2011–2017)..................... 162 Figure 6.15: Workforce management service revenues (North America 2011–2017) ........... 162



LBS PLATFORMS AND TECHNOLOGIES INDEX


Index

Table of Contents Table of Contents......................................................................................................................... i List of Figures.............................................................................................................................vii Executive summary.....................................................................................................................1 1 Introduction to location platforms........................................................................................3

1.1 Location platforms and location-based services.........................................................3 1.1.1 Overview of mobile location platforms..................................................................4 1.1.2 A brief history of location platforms and services .................................................4

1.2 Mobile communication services..................................................................................6 1.2.1 Mobile voice and data subscribers .......................................................................7 1.2.2 Mobile voice and SMS service revenues ..............................................................8 1.2.3 Mobile data and application revenues ..................................................................8 1.2.4 Location apps and service revenues ....................................................................9

1.3 Mobile location platforms and technologies .............................................................10 1.3.1 Mobile location platforms....................................................................................10 1.3.2 Mobile location technologies ..............................................................................11 1.3.3 Location middleware ...........................................................................................13

1.4 The mobile LBS value chain......................................................................................14 1.4.1 Location technology developers and platform vendors .....................................14 1.4.2 Connectivity chipset vendors ..............................................................................15 1.4.3 LBS middleware vendors ....................................................................................16 1.4.4 Indoor location solution providers ......................................................................16 1.4.5 Mobile network operators ...................................................................................17 1.4.6 Location aggregators and database providers...................................................17 1.4.7 Smartphone platform and handset vendors .......................................................18 1.4.8 Mobile application developers and service providers ........................................18

1.5 Telecoms regulations drive location platform deployments .....................................19 1.5.1 European emergency call and privacy regulations ............................................19 1.5.2 LBS regulatory environment in the US................................................................21

INDEX LBS PLATFORMS AND TECHNOLOGIES


1.5.3 Emergency call regulations in Australia..............................................................23 1.5.4 Emergency call regulations in Canada ...............................................................23 1.5.5 The Indian Department of Telecommunications location mandate....................24 1.5.6 Emergency call regulations in Japan..................................................................24

2 Technology overview.........................................................................................................25 2.1 Mobile network location platforms ............................................................................26

2.1.1 Location architecture for GSM/UMTS networks..................................................26 2.1.2 Location architecture for LTE networks ..............................................................27 2.1.3 Location architecture and technologies in 3GPP2 networks..............................28 2.1.4 Control Plane and User Plane location platforms...............................................29 2.1.5 OMA SUPL 1.0 ....................................................................................................30 2.1.6 OMA SUPL 2.0 and SUPL 2.1 .............................................................................30 2.1.7 OMA SUPL 3.0 ....................................................................................................32 2.1.8 Handset client and probe-based location platforms...........................................33 2.1.9 Location in converged IP networks.....................................................................34

2.2 Network-based positioning technologies..................................................................35 2.2.1 Cell-ID..................................................................................................................35 2.2.2 Enhanced Cell-ID and RF Pattern Matching methods ........................................37 2.2.3 E-OTD and OTDOA .............................................................................................37 2.2.4 Uplink Time Difference of Arrival (U-TDOA) ........................................................38 2.2.5 Bluetooth and Wi-Fi positioning..........................................................................40

2.3 GNSS and hybrid location technologies ...................................................................41 2.3.1 GNSS: GPS, GLONASS, Galileo and Compass .................................................41 2.3.2 Assisted GPS and A-GNSS.................................................................................44 2.3.3 Hybrid, mixed mode and indoor location technologies......................................46

2.4 Comparison of location technologies........................................................................47 2.4.1 Network-based location technologies.................................................................48 2.4.2 Handset-based and hybrid location technologies ..............................................49 2.4.3 Location technologies in development ...............................................................50

3 Location technology market trends...................................................................................51 3.1 Multiple parallel efforts drive location technology development...............................51

3.1.1 Emergency call location and public safety .........................................................51



3.1.2 Location-enhanced lawful intercept and national security..................................52 3.1.3 Consumer and enterprise LBS and apps............................................................53 3.1.4 Commercial indoor location services..................................................................55 3.1.5 Mobile marketing and advertising.......................................................................56 3.1.6 Fraud management and secure authentication..................................................56

3.2 Smartphone ecosystems...........................................................................................57 3.2.1 Smartphone platform market shares ..................................................................59 3.2.2 Smartphone platforms transform into new vertical silos.....................................60 3.2.3 Towards a complete LBS stack ..........................................................................60

4 Commercial deployments..................................................................................................61 4.1 Platform deployments in Europe...............................................................................62

4.1.1 3 Group ...............................................................................................................65 4.1.2 Deutsche Telekom Group ...................................................................................65 4.1.3 KPN Group ..........................................................................................................66 4.1.4 Orange Group .....................................................................................................66 4.1.5 SFR......................................................................................................................67 4.1.6 Telecom Italia Mobile ..........................................................................................68 4.1.7 Telefónica Group.................................................................................................68 4.1.8 Telenor Group .....................................................................................................69 4.1.9 TeliaSonera Group ..............................................................................................70 4.1.10 Vodafone Group..................................................................................................71

4.2 Platform deployments in the Americas......................................................................72 4.2.1 AT&T Mobility ......................................................................................................74 4.2.2 Bell Mobility .........................................................................................................74 4.2.3 Rogers Wireless ..................................................................................................75 4.2.4 Sprint Nextel ........................................................................................................75 4.2.5 TELUS .................................................................................................................75 4.2.6 Verizon Wireless..................................................................................................76 4.2.7 Wind Mobile.........................................................................................................76

4.3 Platform deployments in Asia-Pacific ........................................................................76 4.3.1 BSNL ...................................................................................................................78 4.3.2 China Mobile .......................................................................................................78



4.3.3 NTT DoCoMo ......................................................................................................78 4.3.4 Telstra..................................................................................................................79 4.3.5 Telkomsel ............................................................................................................79

4.4 Platform deployments in ROW ..................................................................................80 5 Market forecasts and trends ..............................................................................................81

5.1 LBS market trends .....................................................................................................81 5.1.1 Emergency call mandates remain the key driver for platform deployments ......82 5.1.2 Location-enabled lawful intercept .......................................................................82 5.1.3 Location-based services revenue forecast .........................................................83

5.2 Handset market trends ..............................................................................................84 5.2.1 GNSS attach rates driven by higher smartphone sales......................................85 5.2.2 GNSS-enabled handset shipment forecasts by segment...................................86

5.3 Location platform deployments.................................................................................87 5.3.1 Vendor market shares .........................................................................................87 5.3.2 GMLC/MPC and SMLC/PDE platform deployment forecasts.............................88 5.3.3 SUPL A-GPS server deployment forecast...........................................................90 5.3.4 Location middleware deployment forecast.........................................................92

6 Location platform and technology vendor profiles............................................................93 6.1 Location platform and infrastructure vendors ...........................................................93

6.1.1 Alcatel-Lucent......................................................................................................95 6.1.2 CommScope .......................................................................................................96 6.1.3 Creativity Software...............................................................................................97 6.1.4 Ericsson...............................................................................................................98 6.1.5 GBSD Technologies............................................................................................99 6.1.6 Intersec..............................................................................................................100 6.1.7 Mobile Arts ........................................................................................................101 6.1.8 Nokia Siemens Networks ..................................................................................103 6.1.9 Oksijen...............................................................................................................103 6.1.10 Persistent Systems............................................................................................104 6.1.11 Polaris Wireless .................................................................................................105 6.1.12 Redknee ............................................................................................................106 6.1.13 Septier ...............................................................................................................106



6.1.14 TeleCommunication Systems ........................................................................... 107 6.1.15 TruePosition ...................................................................................................... 109

6.2 Location middleware vendors ................................................................................. 111 6.2.1 Aepona .............................................................................................................. 111 6.2.2 CellVision........................................................................................................... 112 6.2.3 Genasys ............................................................................................................ 113 6.2.4 Mobilaris ............................................................................................................ 114 6.2.5 Reach-U............................................................................................................. 115 6.2.6 Telenity .............................................................................................................. 116

6.3 GNSS chipset and assistance server vendors ........................................................ 118 6.3.1 Broadcom.......................................................................................................... 120 6.3.2 CSR ................................................................................................................... 121 6.3.3 Qualcomm......................................................................................................... 122 6.3.4 Rx Networks ...................................................................................................... 123

6.4 Client-based location platforms, aggregators and databases ................................ 125 6.4.1 Apigee ............................................................................................................... 125 6.4.2 Combain Mobile ................................................................................................ 126 6.4.3 Geoloqi .............................................................................................................. 127 6.4.4 Locaid................................................................................................................ 127 6.4.5 Location Labs.................................................................................................... 128 6.4.6 Navizon.............................................................................................................. 130 6.4.7 Skyhook Wireless.............................................................................................. 131

6.5 Indoor location technology developers................................................................... 132 6.5.1 Boeing ............................................................................................................... 132 6.5.2 ByteLight ........................................................................................................... 134 6.5.3 Cisco Systems................................................................................................... 134 6.5.4 GloPos............................................................................................................... 135 6.5.5 IndoorAtlas ........................................................................................................ 136 6.5.6 Insiteo ................................................................................................................ 137 6.5.7 Nearbuy Systems.............................................................................................. 138 6.5.8 NextNav ............................................................................................................. 138 6.5.9 Nokia ................................................................................................................. 139



6.5.10 Point Inside........................................................................................................140 6.5.11 Pole Star ............................................................................................................140 6.5.12 Qubulus.............................................................................................................141 6.5.13 SenionLab .........................................................................................................141 6.5.14 Walkbase...........................................................................................................142 6.5.15 Wifarer ...............................................................................................................143 6.5.16 WiFiSLAM ..........................................................................................................144

Glossary ..................................................................................................................................145



Index

List of Figures Figure 1.1: Wireless cellular subscribers by standard (World Q2-2012)....................................6 Figure 1.2: Mobile subscriptions by region (World Q2-2012) ....................................................7 Figure 1.3: Wireless service revenues (World 2011) ..................................................................9 Figure 1.4: Mobile location system overview............................................................................10 Figure 1.5: Overview of the LBS value chain ............................................................................15 Figure 2.1: Location architecture overview...............................................................................27 Figure 2.2: Location Information Server in converged IP networks .........................................34 Figure 2.3: Cellular frequency reuse pattern ............................................................................35 Figure 2.4: Cell-ID location methods ........................................................................................36 Figure 2.5: U-TDOA location.....................................................................................................39 Figure 2.6: Assisted GPS technologies ....................................................................................45 Figure 2.7: Performance and limiting factors for network-based location technologies..........47 Figure 2.8: Performance and limiting factors for hybrid location technologies........................49 Figure 3.1: Smartphone adoption by region (World 2010–2012).............................................57 Figure 3.2: Smartphone shipments by vendor and OS (World H1-2012) ................................58 Figure 4.1: Location infrastructure and technology vendor customer references ...................61 Figure 4.2: Location infrastructure deployments in Europe .....................................................62 Figure 4.3: Location infrastructure deployments in the Americas ............................................72 Figure 4.4: Location infrastructure deployments in Asia-Pacific ..............................................77 Figure 4.5: Location infrastructure deployments in ROW.........................................................80 Figure 5.1: Emergency and commercial LBS revenue forecast (World 2011–2017) ...............83 Figure 5.2: Handset shipment forecast by segment (World 2010–2016).................................84 Figure 5.3: GNSS-enabled handset shipment forecast by segment (World 2010–2016) ........86 Figure 5.4: Location infrastructure vendor market shares (World 2012)..................................87 Figure 5.5: Location platform revenues (World 2011–2017) ....................................................88 Figure 6.1: Location infrastructure and technology vendors....................................................93 Figure 6.2: Location infrastructure and technology product offerings by vendor....................94 Figure 6.3: Major location middleware vendors ..................................................................... 111



Figure 6.4: Examples of GNSS chipset and assistance server developers ...........................118 Figure 6.5: Location aggregators and client-based location platform developers.................125 Figure 6.6: Overview of indoor location technologies by vendor ...........................................133

LOCATION-BASED ADVERTISING AND MARKETING INDEX


Index

Table of Contents Table of Contents......................................................................................................................... i List of Figures............................................................................................................................. vi Executive summary.....................................................................................................................1 1 Advertising and the mobile channel ....................................................................................3

1.1 Advertising and digital media ......................................................................................3 1.1.1 The marketing and advertising industry................................................................3 1.1.2 The Internet media channel ..................................................................................6 1.1.3 The mobile media channel....................................................................................7

1.2 Mobile advertising and marketing .............................................................................10 1.2.1 The mobile handset as an advertising platform..................................................11 1.2.2 Advertising on the mobile handset .....................................................................13 1.2.3 The mobile advertising ecosystem .....................................................................15

1.3 Mobile media channels and formats .........................................................................16 1.3.1 Messaging...........................................................................................................16 1.3.2 Mobile web advertisement ..................................................................................20 1.3.3 Mobile applications .............................................................................................25

1.4 Mobile marketing industry overview..........................................................................30 1.4.1 Factors influencing the potential market value of mobile advertising.................31 1.4.2 Current state and future trends ...........................................................................32

2 Mobile location technologies and services .......................................................................33 2.1 Mobile network location architectures and platforms ...............................................33

2.1.1 Location architecture for GSM/UMTS networks..................................................34 2.1.2 Location architecture for LTE networks ..............................................................35 2.1.3 Control Plane and User Plane location platforms...............................................36 2.1.4 Probe-based location platforms..........................................................................37

2.2 Mobile location technologies and methods ..............................................................38 2.2.1 Cell-ID..................................................................................................................38 2.2.2 Enhanced Cell-ID ................................................................................................40

INDEX LOCATION-BASED ADVERTISING AND MARKETING


2.2.3 RF Pattern Matching............................................................................................40 2.2.4 E-OTD, OTDOA and U-TDOA..............................................................................40 2.2.5 GNSS: GPS, GLONASS, Galileo and Compass .................................................41 2.2.6 Bluetooth, NFC and Wi-Fi positioning.................................................................42 2.2.7 Hybrid, mixed mode and indoor location technologies......................................43 2.2.8 Theoretical limitations of positioning technologies.............................................44

2.3 Overview of mobile location-based services.............................................................45 2.3.1 Mapping and navigation......................................................................................46 2.3.2 Local search and information..............................................................................48 2.3.3 Social networking and entertainment .................................................................49 2.3.4 Recreation and fitness.........................................................................................50 2.3.5 Tracking services ................................................................................................51

3 Mobile location-based advertising and marketing ............................................................53 3.1 Definitions and variants of LBA..................................................................................53

3.1.1 Static versus real-time location-targeting............................................................54 3.1.2 Push and pull LBA...............................................................................................55 3.1.3 LBA formats.........................................................................................................56

3.2 Market receptiveness.................................................................................................60 3.2.1 Advertiser adoption .............................................................................................60 3.2.2 Outcomes of different LBA strategies .................................................................61 3.2.3 Consumer attitudes .............................................................................................63 3.2.4 Privacy concerns .................................................................................................65

3.3 Case studies ..............................................................................................................66 3.3.1 The North Face drives foot traffic with LBA program delivered by Placecast.....67 3.3.2 Operator Zain Kuwait enters the LBA space with AdZone platform ...................67 3.3.3 SPH a pioneer in location-based advertising in Singapore ................................68 3.3.4 LBA solution from NAVTEQ delivers impressive results for McDonald’s............68 3.3.5 VW engage in Wi-Fi-based marketing through JiWire ........................................69 3.3.6 Boloco taps SCVNGR to encourage repeat visits...............................................69 3.3.7 Expedia creates award winning location-based mobile website using HTML5 .70 3.3.8 McDonald’s engages customers in billboard games .........................................70 3.3.9 MINI’s location-based reality game attracts thousands of players .....................71



3.3.10 Rovio introduces a location-dimension to the Angry Birds game ......................71 3.3.11 QderoPateo and Kommunity Kiosk enable Bluetooth marketing at hotels ........72 3.3.12 Movie theatre chain partners with ChaCha to promote Twilight premiere .........72

4 Market forecasts and trends ..............................................................................................73 4.1 LBA industry analysis ................................................................................................73

4.1.1 Classification of LBA offerings.............................................................................73 4.1.2 LBA specialists ....................................................................................................74 4.1.3 Mobile operators .................................................................................................75 4.1.4 LBS and navigation providers .............................................................................76 4.1.5 Location-aware applications and media .............................................................76 4.1.6 Mobile coupons and deals providers..................................................................77 4.1.7 Mobile search providers......................................................................................77 4.1.8 Proximity marketing providers ............................................................................78 4.1.9 Traditional mobile advertising players ................................................................79 4.1.10 Major digital and telecom players .......................................................................79 4.1.11 Mergers and acquisitions....................................................................................80

4.2 LBA landscape trends ...............................................................................................82 4.2.1 Drivers for success..............................................................................................82 4.2.2 Barriers to adoption.............................................................................................84 4.2.3 Overcoming the barriers .....................................................................................85

4.3 Market forecasts ........................................................................................................86 4.3.1 Total, digital and mobile advertising market value forecasts..............................86 4.3.2 LBA market value forecast ..................................................................................88

4.4 Final conclusions.......................................................................................................90 4.4.1 Location filtering improves the effectiveness of mobile marketing campaigns ..90 4.4.2 Greater shares of ad budgets devoted to LBA among marketers......................91 4.4.3 Location is but one of many valuable opt-in variables........................................91 4.4.4 High-precision real-time geotargeting is sparsely used .....................................91 4.4.5 Mobile search and SMS campaigns are important high-volume LBA formats...92 4.4.6 Location-targeting will eventually become ubiquitous........................................92

5 Company profiles and strategies.......................................................................................93 5.1 LBA specialists...........................................................................................................94



5.1.1 AdMoove .............................................................................................................94 5.1.2 Chalkboard..........................................................................................................95 5.1.3 CityGrid Media.....................................................................................................97 5.1.4 LEMON Mobile ....................................................................................................98 5.1.5 Placecast ...........................................................................................................100 5.1.6 xAd ....................................................................................................................101 5.1.7 Xtify....................................................................................................................102 5.1.8 YOOSE ..............................................................................................................104

5.2 Mobile operators......................................................................................................105 5.2.1 AT&T Mobility ....................................................................................................105 5.2.2 Orange Group ...................................................................................................108 5.2.3 SFR....................................................................................................................110 5.2.4 Telefónica Group...............................................................................................112

5.3 LBS and navigation providers .................................................................................113 5.3.1 Appello Systems ...............................................................................................114 5.3.2 Intersec..............................................................................................................115 5.3.3 TeleNav..............................................................................................................117 5.3.4 Telmap...............................................................................................................119 5.3.5 TomTom ............................................................................................................120 5.3.6 Waze Mobile......................................................................................................122

5.4 Location-aware applications and media .................................................................124 5.4.1 Foursquare ........................................................................................................124 5.4.2 Loopt .................................................................................................................126 5.4.3 Shopkick............................................................................................................127 5.4.4 WHERE..............................................................................................................129

5.5 Mobile coupons and deals providers ......................................................................130 5.5.1 COUPIES...........................................................................................................130 5.5.2 GeoAd ...............................................................................................................132 5.5.3 Groupon ............................................................................................................133 5.5.4 ThinkNear ..........................................................................................................135 5.5.5 Yowza!!..............................................................................................................136

5.6 Mobile search providers ..........................................................................................137



5.6.1 Mobile Commerce............................................................................................. 137 5.6.2 Poynt ................................................................................................................. 139 5.6.3 Qype.................................................................................................................. 140 5.6.4 Yell Group.......................................................................................................... 142

5.7 Proximity marketing providers................................................................................. 143 5.7.1 BLIP Systems .................................................................................................... 143 5.7.2 Proximus Mobility .............................................................................................. 145 5.7.3 Qwikker ............................................................................................................. 146 5.7.4 Scanbuy ............................................................................................................ 148

5.8 Traditional mobile advertising players..................................................................... 149 5.8.1 InMobi................................................................................................................ 149 5.8.2 Jumptap ............................................................................................................ 151 5.8.3 Madvertise ......................................................................................................... 152 5.8.4 Millennial Media................................................................................................. 154 5.8.5 Nexage .............................................................................................................. 155 5.8.6 Sofialys .............................................................................................................. 156

5.9 Major digital and telecom players ........................................................................... 158 5.9.1 Apple ................................................................................................................. 158 5.9.2 Facebook .......................................................................................................... 160 5.9.3 Google............................................................................................................... 162 5.9.4 Microsoft............................................................................................................ 164 5.9.5 Nokia ................................................................................................................. 165 5.9.6 Yahoo! ............................................................................................................... 167

Glossary .................................................................................................................................. 171



Index

List of Figures Figure 1.1: Global advertisement expenditure by media (World 2010)......................................4 Figure 1.2: Top 20 advertisers (World 2010) ..............................................................................5 Figure 1.3: Online advertisement expenditure by region (World 2010) .....................................7 Figure 1.4: Mobile subscriptions by region (World Q4-2010) ....................................................8 Figure 1.5: Stakeholders in the mobile marketing value chain ................................................16 Figure 1.6: SMS ads – number of receivers and response rates (EU5 September 2010) .......17 Figure 2.1: Location architecture overview...............................................................................34 Figure 2.2: Cellular frequency reuse pattern ............................................................................38 Figure 2.3: Cell-ID location methods ........................................................................................39 Figure 2.4: Performance and limiting factors for key positioning technologies .......................45 Figure 2.5: Navigation app and service providers by active users (World Q3-2011)...............47 Figure 3.1: Examples of location accuracies suitable for LBA .................................................53 Figure 4.1: Categorisation of LBA players ................................................................................74 Figure 4.2: Acquisitions in the LBA ecosystem (2009–2012) ...................................................81 Figure 4.3: Total, digital and mobile ad revenues by region (World 2010–2016) ....................87 Figure 4.4: LBA revenues and forecasts by region (World 2010–2016)...................................89 Figure 5.1: Overview of LBA industry players...........................................................................93 Figure 5.2: European operator offerings powered by Appello Systems (October 2011).......115 Figure 5.3: North American operator offerings powered by TeleNav (September 2011) ......118 Figure 5.4: Waze user interface and example of location marker and expanded ad.............123 Figure 5.5: Loopt user interface, Qs and Groupon Now! deals notifications .........................126 Figure 5.6: Groupon map UI on iPhone .................................................................................134 Figure 5.7: Screenshots from Qype for iPhone and Android .................................................141

PEOPLE MONITORING AND SAFETY SOLUTIONS INDEX


Index

Table of Contents Table of Contents......................................................................................................................... i List of Figures............................................................................................................................. vi Executive summary.....................................................................................................................1 1 Overview of people location solutions.................................................................................3

1.1 Handsets and location device solutions......................................................................3 1.1.1 Handset-based location solutions.........................................................................4 1.1.2 Dedicated people location devices.......................................................................7

1.2 Market segmentation.................................................................................................10 1.2.1 Mobile workforce management ..........................................................................10 1.2.2 Lone worker protection .......................................................................................10 1.2.3 Family locator services........................................................................................11 1.2.4 Medical and telecare location solutions..............................................................11 1.2.5 Offender monitoring ............................................................................................11

1.3 The regulatory environment in Europe and North America ......................................12 1.3.1 European privacy regulations .............................................................................12 1.3.2 Privacy and location data regulations in the US .................................................13

2 Technology overview.........................................................................................................15 2.1 Mobile network location architectures and platforms ...............................................15

2.1.1 Location architecture for GSM/UMTS networks..................................................16 2.1.2 Location architecture for LTE networks ..............................................................17 2.1.3 Control plane and user plane location platforms................................................18 2.1.4 Probe-based location platforms..........................................................................19

2.2 Mobile location technologies and methods ..............................................................20 2.2.1 Cell-ID..................................................................................................................20 2.2.2 Enhanced Cell-ID ................................................................................................22 2.2.3 RF Pattern Matching............................................................................................22 2.2.4 E-OTD, OTDOA and U-TDOA..............................................................................22 2.2.5 GNSS: GPS, GLONASS, Galileo and Compass .................................................23

INDEX PEOPLE MONITORING AND SAFETY SOLUTIONS


2.2.6 Bluetooth, NFC and Wi-Fi positioning.................................................................24 2.2.7 Hybrid, mixed mode and indoor location technologies......................................25 2.2.8 Theoretical limitations of positioning technologies.............................................26

2.3 Handset software platforms.......................................................................................28 2.3.1 Android................................................................................................................29 2.3.2 iOS.......................................................................................................................29 2.3.3 Windows Phone ..................................................................................................30 2.3.4 BlackBerry OS and BlackBerry 10 ......................................................................31 2.3.5 Samsung’s Bada platform...................................................................................32 2.3.6 Symbian ..............................................................................................................33 2.3.7 Brew Mobile Platform ..........................................................................................34 2.3.8 Java Micro Edition...............................................................................................35

3 Family locator and medical alarm solutions......................................................................37 3.1 Overview of demographics and common medical conditions..................................37

3.1.1 The ageing population ........................................................................................38 3.1.2 Medical conditions ..............................................................................................39

3.2 Mobile family locator services ...................................................................................41 3.2.1 The European market..........................................................................................41 3.2.2 The North American market ................................................................................43

3.3 Handset location apps and services .........................................................................44 3.3.1 Network-based handset location services ..........................................................44 3.3.2 People location apps for smartphones ...............................................................45

3.4 Consumer oriented location devices.........................................................................46 3.4.1 General purpose location devices ......................................................................47 3.4.2 Child locator devices and services .....................................................................48 3.4.3 Mobile telecare and mobile PERS devices .........................................................49

3.5 Company profiles ......................................................................................................51 3.5.1 GTX Corp: GPS device and app developer for asset and people location ........52 3.5.2 Ilico.net: Pioneer of handset-based services for locating people.......................52 3.5.3 Life360: Expanding from family locator apps to broader security solutions.......53 3.5.4 Location Labs: White-label safety app developer expanding beyond the US....54 3.5.5 TeleCommunication Systems: Leading provider of end-to-end LBS solutions..55



3.5.6 Amber Alert GPS: Specialises in location devices for children...........................56 3.5.7 Buddi: Mobile telecare vendor entering the UK offender monitoring market .....56 3.5.8 Garmin: Leading navigation device vendor entering personal location market.57 3.5.9 Everon: Developer of GPS wristwatches for telecare and lone workers ............58 3.5.10 Lifecomm: Developer of health and wellness devices for active seniors ...........58 3.5.11 Limmex: Swiss telecare wristwatch vendor ramping up sales in Europe...........59 3.5.12 Loc8tor: Tagging and tracking devices for locating assets, pets and people....60 3.5.13 Location Based Technologies: Creator of the PocketFinder locators ................61 3.5.14 LoJack: Leading SVR provider entering the telecare market .............................61 3.5.15 Lok8u: Specialises in GPS wristwatches for children and seniors .....................62 3.5.16 LOSTnFOUND: Swiss asset tracking vendor entering the telecare segment ....63 3.5.17 PFO: Fashion accessories with integrated personal alarm ................................63 3.5.18 SecuraTrac: Focuses on white-label B2B location solutions..............................64 3.5.19 Securus: Focusing on the US personal safety and security device market .......65 3.5.20 SPOT: GPS locator and satellite messenger devices from Globalstar...............66 3.5.21 Tramigo: TLD landmarks facilitates people location without using maps ..........67

4 Workforce management and lone worker safety services ................................................69 4.1 Employment statistics................................................................................................70

4.1.1 Employment by industry .....................................................................................70 4.1.2 Vehicle fleets, mobile workers and lone workers................................................71

4.2 Mobile resource management solutions...................................................................73 4.2.1 Mobile workforce management services ............................................................73

4.3 Lone worker protection devices and services...........................................................77 4.3.1 Lone worker legislation and standards ...............................................................77 4.3.2 Lone worker protection services .........................................................................80

4.4 Company profiles ......................................................................................................83 4.4.1 Actsoft: MRM veteran expanding sales through app stores...............................84 4.4.2 Airclic: Specialises in software for logistics and field service companies ..........84 4.4.3 ClickSoftware: Expanding MRM to the SMB segment with cloud services........85 4.4.4 CommonTime: Offers platform for customisable enterprise mobility apps........85 4.4.5 Contigo: Develops hosted platform for tracking and safety applications...........86 4.4.6 Econz Wireless: Specialises in hosted WFM for the SME segment ...................87



4.4.7 FollowUS: Pioneer of handset location services in the UK.................................88 4.4.8 Genasys: LBS platform developer and provider of MRM solutions....................88 4.4.9 Panaramix: Complementing low cost WFM with consumer apps ......................89 4.4.10 Peoplesafe: Focus on managed lone worker services for the private sector.....90 4.4.11 PocketMobile: Customisable WFM for medium- and large organisations .........90 4.4.12 Reach-U: LBS platform vendor offering WFM service for all handsets...............91 4.4.13 Skyguard: Provider of end-to-end lone worker safety solutions.........................92 4.4.14 Telenav: Handset navigation provider seeking growth in MRM services ...........93 4.4.15 TrackaPhone: Device agnostic platform for WFM and lone worker services .....94 4.4.16 Trackem: Cloud-based resource management for the SMB market..................95 4.4.17 Vismo: Specialises in security apps for international travellers ..........................95 4.4.18 Xora: Specialises in cloud-based WFM and fleet management services...........96 4.4.19 Blackline GPS: Moving from consumer to business location services...............96 4.4.20 Connexion2: Identicom device shipments has surpassed 100,000 units ..........97 4.4.21 Geonovo: Developer of the Romad RSP-100 lone worker device......................98 4.4.22 Laipac Technology: Expanding from asset tracking to people tracking ............99 4.4.23 SafeLinQ: Location devices for the consumer and business markets .............100 4.4.24 Sonim Technologies: Manufactures the world’s most rugged handsets .........101 4.4.25 Twig Com: Complementing TWIG devices with indoor location technology ...101

5 Electronic offender monitoring ........................................................................................103 5.1 Offender monitoring programmes...........................................................................103

5.1.1 Electronic offender monitoring in Europe .........................................................103 5.1.2 Electronic offender monitoring in North America..............................................105

5.2 Offender monitoring service providers and devices ...............................................106 5.2.1 Monitoring service providers.............................................................................107 5.2.2 Offender monitoring and tracking devices........................................................107

5.3 Company profiles ....................................................................................................109 5.3.1 3M Attenti ..........................................................................................................109 5.3.2 G4S....................................................................................................................109 5.3.3 GEO Group........................................................................................................110 5.3.4 iSECUREtrac .....................................................................................................110 5.3.5 Omnilink Systems .............................................................................................111



5.3.6 Satellite Tracking of People............................................................................... 111 5.3.7 SecureAlert ........................................................................................................ 112

6 Market trends and forecasts ............................................................................................ 113 6.1 Market trends and drivers........................................................................................ 113

6.1.1 Ageing population will drive sales of mobile telecare solutions ....................... 113 6.1.2 Rise of smartphones boosts workforce management service adoption .......... 114 6.1.3 Stricter legislations fuel lone worker protection market.................................... 115 6.1.4 Electronic offender monitoring aims to reduce costs of corrective systems.... 116

6.2 Market forecasts ...................................................................................................... 117 6.2.1 Consumer oriented people tracking solutions.................................................. 117 6.2.2 Enterprise workforce management services..................................................... 121 6.2.3 Lone worker protection services ....................................................................... 122 6.2.4 Offender monitoring solutions........................................................................... 123

Glossary .................................................................................................................................. 127



Index

List of Figures Figure 1.1: GPS handset shipments (World 2006–2011) ...........................................................4 Figure 1.2: Smartphone shipments by vendor and OS (World H1-2012) ..................................6 Figure 1.3: Bracelet and watch tracking devices........................................................................7 Figure 1.4: Tracking device infrastructure overview ...................................................................8 Figure 1.5: Lone worker protection devices ...............................................................................9 Figure 2.1: Location architecture overview...............................................................................16 Figure 2.2: Cellular frequency reuse pattern ............................................................................20 Figure 2.3: Cell-ID location methods ........................................................................................21 Figure 2.4: Performance and limiting factors for key positioning technologies .......................27 Figure 3.1: Population by age group (EU27+2 and North America 2010–2020).....................38 Figure 3.2: Number of people suffering from various medical conditions (EU/US 2012) ........39 Figure 3.3: People location services marketed by mobile operators (EU27+2 2012).............42 Figure 3.4: Operator marketed people tracking services (2012)..............................................43 Figure 3.5: Third party people tracking services using Cell-ID (EU27+2 2012) ......................44 Figure 3.6: People tracking and location sharing apps (August 2012) ....................................45 Figure 3.7: Consumer oriented people tracking devices .........................................................46 Figure 3.8: Examples of consumer people tracking devices and vendors (2012)...................47 Figure 3.9: Examples of child tracking devices (2012).............................................................48 Figure 3.10: Mobile PERS devices............................................................................................49 Figure 3.11: Examples of mobile PERS and medical alarm devices (2012) ............................51 Figure 4.1: Employment by industry (Europe and North America 2012) .................................71 Figure 4.2: Examples of mobile workforce management service providers (2012) .................74 Figure 4.3: Workforce management services marketed by operators (2012)..........................75 Figure 4.4: Lone worker categories ..........................................................................................78 Figure 4.5: Examples of dedicated lone worker protection devices (2012) .............................80 Figure 4.6: UK alarm receiving centres capable of monitoring lone worker alarms (2012) .....81 Figure 4.7: Lone worker protection service providers (UK 2012).............................................82 Figure 4.8: Lone worker protection service providers (EU27+2 and North America 2012) ....83



Figure 5.1: Electronic monitoring programmes in Europe (EU27+2 2012)........................... 104 Figure 5.2: Examples of offender monitoring solution providers (2012) ................................ 106 Figure 5.3: GPS-based offender monitoring devices ............................................................. 108 Figure 6.1: Smartphone sales by region (2011–2016) ........................................................... 117 Figure 6.2: Family locator users and revenues (EU27+2 2011–2016) .................................. 118 Figure 6.3: Family locator users and revenues (North America 2011–2016) ......................... 119 Figure 6.4: Mobile telecare users and revenues (EU27+2 2011–2016)................................. 119 Figure 6.5: Mobile PERS users and revenues (North America 2011–2016)........................... 120 Figure 6.6: Workforce management users and revenues (EU27+2 2011–2016) .................. 121 Figure 6.7: Workforce management users and revenues (North America 2011–2016)......... 121 Figure 6.8: Lone worker protection devices and services (EU27+2 2011–2016).................. 122 Figure 6.9: Lone worker protection devices and services (North America 2011–2016)......... 123 Figure 6.10: Offender monitoring systems and revenues (EU27+2 2011–2016) .................. 123 Figure 6.11: Offender monitoring systems and revenues (North America 2011–2016)......... 124



Documents

Index Table of Contents - Berg Insight · index mobile navigation services and devices ii strategic research series lbs research series 2.1.1 navteq .....30