Mobile Navigation Services and Devices · 1.1.3 Personal Navigation Devices 1.1.4 Smartphones and...

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Mobile Navigation Services and Devices

Mobile Navigation Services and Devices is the sixth consecutive report from Berg Insight analysing the latest developments on the global PND and mobile turn-by-turn navigation market.

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

This report will allow you to: Profit from 30 new executive interviews with market leading

companies.

Understand the dynamics of the navigation markets in Europe, North America and ROW.

Benefit from expert market analysis including detailed regional forecasts.

Learn about the latest mobile navigation propositions from device vendors and service providers.

Comprehend how navigation applications can integrate with other location-based services to improve the user experience.

Evaluate the impact of free navigation applications and evolving new business models.

Identify new business opportunities in connected services and real-time traffic information.

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

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This report answers the following questions:

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Installed base of PNDs and active mobile turn-by-turn navigation users (World 2011–2017)

The number of monthly active users of mobile navigation apps reached 150 million worldwide in 2012Navigation solutions for car and pedestrian navigation can be divided into multiple categories. Car manufacturers offer factory installed in-dash navigation systems as standard or optional equipment on a majority of their models sold in developed markets. Drivers that want to add a navigation system to their existing vehicle can choose among numerous aftermarket solutions, including in-dash navigation and infotainment systems, Personal Navigation Devices (PNDs) and navigation apps for handsets. At the end of 2012, there were 230 million dedicated car navigation systems in use globally, including an estimated 80 million factory installed or aftermarket in-dash navigation systems and 150 million PNDs.

Even though the share of new cars fitted with factory installed in-dash navigation systems will grow fast as prices decline, the penetration among vehicles in use will grow slowly. The average age of vehicles in North America and Europe has grown to 9 years. Aftermarket navigation solutions will thus account for a majority of navigation systems in use in the foreseeable future. Since the different solutions are tailored for slightly different use-cases, multiple navigation-capable device solutions can be expected to co-exist in the future. Many consumers are also likely to own and use more than one navigation capable device.

The PND device category is facing increasing competition from low cost in-dash navigation systems, as well as aftermarket products ranging from in-dash systems to navigation apps for smartphones and tablets. Moreover, the penetration rate for PNDs is already high in many markets. Global shipments of PNDs fell 15 percent to 28 million units in 2012, which marks the third year of decline from the peak of 40 million units sold in 2008 and 2009. Sales will continue to decline in developed markets, but some emerging markets are still showing growth. Over-all, the emerging markets are not large enough to compensate for the decline in mature markets. Berg Insight forecasts global PND shipments to decline to 17 million units in 2017.

The intense competition in the PND segment has led to market consolidation. Several vendors have already exited the market – either in the most competitive markets or altogether, while others have acquired competitors. MiTAC has acquired the PND operations of Navman and the consumer product division of Magellan Navigation.

United Navigation, which began operations in early 2010, has licensed the rights to use the Falk and Becker brands for navigation solutions. Garmin completed the acquisition of Navigon in July 2011. On a global level, the PND market is now dominated by the three vendors Garmin, TomTom and MiTAC that together hold 73 percent market share. In Western Europe and North America, these brands have about 90 percent market share. These companies have highly integrated operations rang-ing from hardware and software development to distribution. There are also some vendors that hold strong positions on a local or regional level such as United Navigation in Germany, Prestigio in Eastern Europe and Panasonic in Japan. As the market is declining, the leading PND vendors Garmin, TomTom and MiTAC, as well as the leading white-label PND software developers Elektrobit and NNG are increasingly focusing on developing in-dash navigation systems for the automotive industry.

Navigation services for mobile phones have been available since 2002, but have only become a serious threat to PNDs in the last few years as smartphone performance has improved and device adoption accelerated. The global active installed base of smartphones grew to 1.2 billion units at the end of 2012. Smartphone adoption – i.e. the share of all handsets in use – had reached about 23 percent worldwide, over 50 percent in North America and more than 40 percent in the EU27+2. Berg Insight estimates that the number of monthly active users of navigation apps for mobile phones was 150 million worldwide at the end of 2012.

The growing usage of mobile navigation apps has largely been driven by broader availability of free services. Starting in late 2009, all the leading smartphone platform and device vendors have introduced free naviga-tion apps for end-users. Apple, Google and Nokia have developed their navigation apps in-house, while other device vendors such as Black-Berry, HTC, LG, Samsung and Sony Mobile cooperate with navigation app developers like Appello, Navmii, NDrive, ROUTE 66 and TeleCom-munication Systems. Besides handset vendors, app developers also use distribution channels including app stores and mobile operators. As competition from free apps has intensified, app developers are increas-ingly focusing on freemium business models where the core turn-by-turn navigation service is free and users have the option to purchase addi-tional content and features. Advertising is also slowly becoming a source of revenues for developers with large active user bases.

How are business models for PNDs and mobile navigation services evolving?

What impact has free navigation services had on the personal navigation market?

How are smartphone vendors positioning themselves on the growing mobile navigation market?

How will PNDs stand up to the competition from in-dash systems and smartphones?

Which are the leading developers of navigation apps for mobile phones?

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

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

How will mobile navigation services evolve in the future?

LBS Research Series

Active navigation app usersInstalled base PNDs

Table of Contents

Executive summary

1 Personal navigation solutions 1.1 Overview of personal navigation

solutions 1.1.1 Factory installed in-dash navigation

and telematics solutions 1.1.2 Aftermarket in-dash infotainment and

navigation systems 1.1.3 Personal Navigation Devices 1.1.4 Smartphones and mobile phones 1.1.5 Portable media players, tablets and

phablets 1.2 PND categories and segments 1.2.1 Car navigation PNDs 1.2.2 Embedded PNDs 1.2.3 Multimode and rugged PNDs 1.2.4 Truck and recreational vehicle PNDs 1.3 Navigation app distribution channels

and business models 1.3.1 Navigation app distribution channels 1.3.2 Active monthly navigation app users by

distribution channel 1.3.3 Evolution of handset navigation app

business models 1.3.4 App store strategies 1.4 Vehicle fleets and navigation system

penetration 1.4.1 The European passenger car market 1.4.2 The North American passenger car and

light truck market

2 Map data and content providers 2.1 Digital map data and image suppliers 2.1.1 Nokia HERE 2.1.2 TomTom Maps 2.1.3 AND 2.1.4 AutoNavi 2.1.5 Blom 2.1.6 CE Info Systems – MapmyIndia 2.1.7 DigitalGloble 2.1.8 Intermap Technologies 2.1.9 OpenStreetMap 2.1.10 ZENRIN 2.2 Traffic information services 2.2.1 Traffic information systems 2.2.2 RDS-TMC services 2.2.3 The TPEG standard 2.2.4 The VICS traffic information system 2.2.5 Market developments 2.2.6 AirSage 2.2.7 Be-Mobile 2.2.8 CE-Traffic 2.2.9 Clear Channel Radio’s Total

Traffic Network 2.2.10 Decell 2.2.11 INRIX 2.2.12 Mediamobile 2.2.13 TrafficCast 2.2.14 Trafficmaster 2.3 Speed camera warning devices

and database providers 2.3.1 Coyote Systems 2.3.2 Cyclops 2.3.3 FoxyTag 2.3.4 Road Angel 2.3.5 Wikango 2.4 Travel guide, POI data and weather

information providers 2.4.1 CustomWeather 2.4.2 Foreca 2.4.3 Fodor’s Travel 2.4.4 Langenscheidt

2.4.5 Mairdumont 2.4.6 PagesJaunes Group 2.4.7 NavX 2.4.8 ViaMichelin 2.4.9 Wcities

3 Navigation software developers 3.1 Technology overview 3.1.1 On-board, off-board and hybrid

navigation software 3.1.2 Evolution of navigation software features 3.2 Vendor market shares 3.2.1 Handset navigation app market shares

in Europe 3.2.2 Handset navigation app market shares

in North America 3.3 Company profiles and strategies 3.3.1 ALK Technologies 3.3.2 Aponia Software 3.3.3 Appello Systems 3.3.4 deCarta 3.3.5 Dynavix 3.3.6 Elektrobit 3.3.7 Fullpower Technologies 3.3.8 Google 3.3.9 GPS Tuner 3.3.10 Intrinsyc Software 3.3.11 MapQuest 3.3.12 Mireo 3.3.13 NaviExpert 3.3.14 Navitel 3.3.15 NAVITIME 3.3.16 Navmii 3.3.17 NDrive 3.3.18 NNG 3.3.19 Papago 3.3.20 PH Informatica 3.3.21 ROUTE 66 3.3.22 Skobbler 3.3.23 Sygic 3.3.24 TeleCommunication Systems 3.3.25 Telenav 3.3.26 Telmap 3.3.27 UbiEst 3.3.28 Waze 3.3.29 Yapp Mobile

4 Mobile operator service offerings 4.1 Navigation services from mobile

operators in North America 4.1.1 AT&T 4.1.2 Bell Mobility 4.1.3 MetroPCS 4.1.4 Rogers Wireless 4.1.5 Sprint Nextel 4.1.6 TELUS 4.1.7 US Cellular 4.1.8 Verizon Wireless 4.2 Navigation services from mobile

operators in Europe 4.2.1 Deutsche Telekom Group 4.2.2 Orange Group 4.2.3 SFR 4.2.4 Telefónica Group 4.2.5 Telekom Austria Group 4.2.6 TeliaSonera Group 4.2.7 Vodafone Group 4.3 Navigation services from mobile

operators in Asia Pacific 4.3.1 Country profile: Australia 4.3.2 Country profile: Japan 4.3.3 Country profile: South Korea 4.3.4 SingTel Group

4.3.5 Bharti Airtel 4.3.6 Vodafone New Zealand 4.4 Navigation services in other

countries 4.4.1 Country profile: Israel 4.4.2 Country profile: South Africa 4.4.3 América Móvil 4.4.4 NII Holdings 4.4.5 Telefónica Latin America 4.4.6 Mobile TeleSystems

5 Device vendor profiles 5.1 PND market developments 5.1.1 PND feature evolution 5.1.2 Market consolidation 5.2 PND shipments and vendor market

shares 5.2.1 Shipments by geographical region 5.2.2 PND hardware revenues 5.2.3 Vendor market shares 5.3 PND vendor profiles and strategies 5.3.1 Garmin 5.3.2 TomTom 5.3.3 MiTAC 5.3.4 Airis 5.3.5 AvMap 5.3.6 Mappy / Logicom 5.3.7 MEDION 5.3.8 Panasonic 5.3.9 Prestigio 5.3.10 Shinco 5.3.11 Thinkware Systems 5.3.12 UniStrong 5.3.13 United Navigation 5.4 Handset market developments 5.4.1 Smartphone platform market shares 5.4.2 Smartphone vendor market shares 5.4.3 Smartphone ecosystems 5.4.4 Towards complete LBS offerings 5.4.5 Handset vendor navigation service

strategies 5.5 Handset vendor profiles 5.5.1 Apple 5.5.2 BlackBerry 5.5.3 HTC 5.5.4 LG Electronics 5.5.5 Nokia 5.5.6 Samsung Electronics 5.5.7 Sony Mobile

6 Market analysis and forecasts 6.1 Navigation industry trends 6.1.1 PND sales continue to decline in

developed markets 6.1.2 Low cost in-dash navigation systems

drive take rates 6.1.3 Free navigation apps now available for

all smartphone platforms 6.2 Regional markets 6.2.1 Total navigation system penetration

rate by region 6.2.2 The European mobile navigation

market 6.2.3 The European PND market 6.2.4 The North American mobile navigation

market 6.2.5 The North American PND market 6.2.6 The Rest of World mobile navigation

market 6.2.7 The Rest of World PND market

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

Car Telematics in Europe

Mobile Location-Based Services

Fleet Management in Europe

The Global Wireless M2M Market

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

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

About the Author LBS Research Series


Location-Based Advertising and Marketing

Location-Based Advertising and Marketing is the second consecutive report from Berg Insight analysing the latest developments on the location-targeted advertising market worldwide.

This strategic research report from Berg Insight provides you with 200 pages of unique business intelligence including 5-year industry forecasts and expert commentary on which to base your business decisions.

This report will allow you to: Identify tomorrow’s most profitable LBA

opportunities in the mobile space.

Understand the fundamentals of the ad-based mobile media revenue models.

Recognise the key enablers of growth in the LBA market.

Comprehend the relative importance of digital channels compared to other advertising media.

Learn about the experiences of LBA campaigns by top global brands.

Profit from valuable insights about LBA business models.


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LBS Research Series




LBA revenue forecast, € million (Worldwide 2011–2017)

Steadily increasing shares of ad budgets devoted to LBAThe mobile channel is gradually strengthening its position in the marketing media mix as smartphones are becoming ubiquitous and drive mobile media usage. One of the key developments in mobile advertising is the increasing integration of location-sensitivity, which releases the full potential of the mobile channel. A notable divide can be made between static and real-time location-based advertising (LBA). Targeting by static variables involves using information which is part of user profiles such as place of residence and work. Real-time location targeting instead uses location information which is gathered when an ad is delivered to a mobile user. Such LBA campaigns leverage the same type of technologies to determine user location as other location- based services (LBS). Common methods include GPS, Cell-ID and Wi-Fi positioning which are all based on real-time information.

Targeting by location in combination with other contextual and behavioural segmentation greatly enhances the relevance of mobile advertising. It has been demonstrated that location-targeted ads generate considerably higher returns than conventional mobile advertising. The associated eCPM and CTR levels are several times higher. Berg Insight estimates that the total global value of the real-time mobile LBA market was € 526 million in 2012, representing 9.1 percent of the total mobile ad spend. Growing at a compound annual growth rate of 65.2 percent, the real-time LBA market is forecasted to be worth € 6.5 billion in 2017, corresponding to 32.8 percent of all mobile advertising and marketing. This means that location-based advertising and marketing will represent around 5 percent of digital advertising, or more than 1 percent of the total global ad spend for all media. Asia-Pacific is estimated to be the largest LBA market in 2017, followed by North America and Europe.

Key drivers for LBA include the growing adoption of both outdoor and indoor location technologies, as well as the increasing consumer acceptance of LBS in general. Local advertising is further a major market and LBA opens up the mobile channel for new advertisers such as local merchants. Big-box retailers can leverage LBA to combat both online and physical competitors. The fact that LBA has higher performance has moreover translated into premium rates. The main bar-riers to adoption are related to the inherently limited reach of LBA which acts as a mental hurdle for advertisers. Education of advertisers and new methods for campaign performance evaluation are thus called for.

Privacy issues can further not be ignored, but can be beneficially handled by privacy control options beyond simple opt-in mechanisms. The demand for geo-targeting remains comparably limited, but is bound to increase given the proven results such campaigns generate.

The LBA value chain is still forming and there are a large number of players involved in the ecosystem. The industry remains fragmented and far from mature. Many different companies are involved, ranging from LBA specialists such as Verve, Placecast and xAd, to LBS players including Telmap, Telenav and Waze, and operators such as AT&T, SFR and the new UK joint venture Weve. There is furthermore an abundance of location- aware applications and media which serve geo-targeted ads, with examples such as Foursquare, Shopkick and SCVNGR. Other stake-holders include coupons and deals providers including Vouchercloud, Yowza!! and COUPIES, search solutions such as Hibu and Yelp, and proximity marketing providers like Proxama, NeoMedia and Scanbuy. A number of traditional mobile advertising players are also active in the LBA space, for example Millennial Media, Madvertise and Nexage, as well as major digital and telecom players such as Google, Apple and Facebook.

There are a number of key takeaways from the current trends in LBA. It has been established that geo-targeting improves the performance of mobile marketing and greater shares of ad budgets are devoted to LBA. High-precision real-time geo-targeting is still sparsely used, and rightly so as most campaigns do not require an accuracy of a few meters. Hyper-local LBA is nevertheless becoming more common. Location is furthermore only one of many valuable targeting variables and marketers must also strive to leverage other contextual and behavioural data. It is then crucial to ensure sound opt-in procedures and individual privacy measures for consumers. Marketing methods such as conquesting and combating of showrooming can further leverage location-based advertising. Current important high-volume LBA formats include mobile search and SMS campaigns. Berg Insight anticipates that geo-targeting gradually will become ubiquitous and available across the entire mobile channel.

In what ways can location technology improve the relevancy of mobile advertising?

What are the experiences from mobile LBA campaigns so far?

How should mobile LBA be integrated in the marketing media mix?

Which categories of companies can leverage mobile location-based advertising?

Which are the LBA specialists that stand out of the crowd?

How are mobile operators such as AT&T, Telefónica and SFR approaching LBA?

How are traditional mobile advertising players and major digital and telecom players positioning themselves in this market?

How well suited for LBA are different existing and future mobile media channels?

Which are the main drivers and barriers affecting the mobile LBA market?

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Table of Contents

1 Advertising and the mobile channel

1.1 Advertising and digital media 1.1.1 The marketing and advertising industry 1.1.2 The Internet media channel 1.1.3 The mobile media channel 1.2 Mobile advertising and marketing 1.2.1 The mobile handset as an advertising

platform 1.2.2 Advertising on the mobile handset 1.2.3 The mobile advertising ecosystem 1.3 Mobile media channels and formats 1.3.1 Messaging 1.3.2 Mobile web advertisement 1.3.3 Mobile applications 1.4 Mobile marketing industry overview 1.4.1 Factors influencing the potential

market value of mobile advertising 1.4.2 Current state and future trends

2 Mobile location technologies and services

2.1 Mobile network location architectures and platforms

2.1.1 Location architecture for GSM/UMTS networks

2.1.2 Location architecture for LTE networks 2.1.3 Control Plane and User Plane location

platforms 2.1.4 Handset client and probe-based

location platforms 2.2 Mobile location technologies and

methods 2.2.1 Cell-ID 2.2.2 Enhanced Cell-ID 2.2.3 RF Pattern Matching 2.2.4 E-OTD, OTDOA and U-TDOA 2.2.5 GNSS: GPS, GLONASS, Galileo and

Compass 2.2.6 Bluetooth and Wi-Fi positioning 2.2.7 Hybrid, mixed mode and indoor

location technologies 2.2.8 Comparison of location technologies 2.3 Overview of mobile location-based

services 2.3.1 Mapping and navigation 2.3.2 Local search and information 2.3.3 Social networking and entertainment 2.3.4 Recreation and fitness 2.3.5 Family and people locator services 2.3.6 Mobile resource management

3 Mobile location-based advertising and marketing

3.1 Definitions and variants of LBA 3.1.1 Static versus real-time location-

targeting 3.1.2 Push and pull LBA 3.1.3 LBA formats 3.2 Market receptiveness 3.2.1 Adoption patterns among brands and

merchants 3.2.2 Outcomes of different LBA strategies 3.2.3 Consumer attitudes 3.2.4 Privacy concerns

3.3 Case studies 3.3.1 PlaceIQ and Medialets deliver location-

aware rich media ads for Meguiar 3.3.2 Kiehl’s leverages Placecast’s

technology to drive store visits 3.3.3 Coffee shops in event area promoted

in The Weather Channel apps 3.3.4 Days Inn advertises locally in Poynt

application 3.3.5 In-app advertising promotes eco-

friendly BMW car events 3.3.6 LBS application Gettings promoted

using Madvertise’s LBA solution 3.3.7 Sherlock Holmes movie marketed

using Bluetooth solution from BLIP 3.3.8 French Leboncoin monetises inventory

using Admoove’s LBA network 3.3.9 MINI’s location-based reality game

generates a PR value of € 1.2 million 3.3.10 L’Oréal and Superdrug leverage O2

More’s geo-targeted SMS program 3.3.11 Angry Birds campaigns mix real-world

and digital components 3.3.12 Young people encouraged to vote

through NFC-enabled OOH campaign 3.3.13 P&G’s Charmin eases public restroom

finding with SitOrSquat app

4 Market forecasts and trends 4.1 LBA industry analysis 4.1.1 Classification of LBA offerings 4.1.2 LBA specialists 4.1.3 Mobile operators 4.1.4 LBS and navigation providers 4.1.5 Location-aware applications and

media 4.1.6 Mobile coupons and deals providers 4.1.7 Mobile search providers 4.1.8 Proximity marketing providers 4.1.9 Traditional mobile advertising players 4.1.10 Major digital and telecom players 4.1.11 Industry associations 4.2 LBA landscape trends 4.2.1 Drivers for success 4.2.2 Barriers to adoption 4.2.3 Overcoming the barriers 4.3 Market forecasts 4.3.1 Total, digital and mobile advertising

market value forecasts 4.3.2 LBA market value forecast 4.4 Final conclusions 4.4.1 Location filtering improves the

effectiveness of mobile marketing campaigns

4.4.2 Steadily increasing shares of ad budgets devoted to LBA

4.4.3 Real-time hyper-local geo-targeting is sparsely used

4.4.4 Location is only one of many valuable targeting variables

4.4.5 Mobile search and SMS campaigns are important high-volume LBA formats

4.4.6 LBA offers new possibilities for all categories of advertisers

4.4.7 Location targeting will eventually become ubiquitous

5 Company profiles and strategies

5.1 LBA specialists 5.1.1 AdMoove 5.1.2 CityGrid Media 5.1.3 LEMON Mobile 5.1.4 Placecast 5.1.5 Verve Mobile 5.1.6 WHERE/PayPal Media Network 5.1.7 xAd 5.1.8 Xtify 5.1.9 YOOSE 5.2 Mobile operators 5.2.1 AT&T Mobility 5.2.2 Orange Group 5.2.3 SFR 5.2.4 Telefónica Group 5.2.5 Verizon Wireless 5.2.6 Weve – mobile operator joint

venture in the UK 5.3 LBS and navigation providers 5.3.1 Appello Systems 5.3.2 Intersec 5.3.3 TeleNav 5.3.4 Telenity 5.3.5 Telmap 5.3.6 TomTom 5.3.6 Waze 5.4 Location-aware applications and media 5.4.1 Badoo 5.4.2 Foursquare 5.4.3 Gbanga 5.4.4 SCVNGR/LevelUp 5.4.5 Shopkick 5.5 Mobile coupons and deals providers 5.5.1 COUPIES 5.5.2 Groupon 5.5.3 Vouchercloud 5.5.4 YourbanDeals 5.5.5 Yowza!! 5.6 Mobile search providers 5.6.1 Hibu 5.6.2 Mobile Commerce 5.6.3 Poynt 5.6.4 Yelp and Qype 5.7 Proximity marketing providers 5.7.1 BLIP Systems 5.7.2 Proximus Mobility 5.7.3 Qwikker 5.7.4 Scanbuy 5.8 Traditional mobile advertising

players 5.8.1 InMobi 5.8.2 Jumptap 5.8.3 Madvertise 5.8.4 Millennial Media 5.8.5 Nexage 5.8.6 Sofialys 5.9 Major digital and telecom players 5.9.1 Apple 5.9.2 Facebook 5.9.3 Google 5.9.4 Microsoft 5.9.5 Nokia 5.9.6 Yahoo!

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Location-Based Advertising and Marketing is the fore-most source of information about the status, future trends and technology developments on this market. Whether you are a telecom vendor, mobile operator, advertising agency, investor, consultant or application developer, you will gain valuable insights from our in-depth research.

Mobile Advertising and Marketing



LBS Platforms and Technologies

Rickard Andersson is a Telecom Analyst with a Masters degree in Industrial Engineering and Management from Chalmers University of Technology. He joined Berg Insight in 2010 and his areas of expertise include Mobile Advertising, mobile VAS and commercial vehicle telematics.




Mobile Location-Based Services Mobile Location-Based Services is the seventh consecutive report from Berg Insight analysing the latest developments on the European and North American LBS markets.

This report in the LBS Research Series from Berg Insight provides you with 160 pages of unique business intelligence including 5-year industry forecasts and expert commentary on which to base your business decisions.

This report will allow you to: Profit from 30 new executive interviews with market leading

companies.

Learn about the LBS strategies of major telecom operators in Europe and North America.

Identify key players on the European and North American mobile LBS market.

Understand the opportunities and challenges for location-based advertising.

Benefit from valuable insights about the most successful LBS propositions on the market.

Comprehend from valuable insights about the most successful LBS propositions on the market.

Predict future business opportunities for mobile industry players.

LBS Research Series


www.berginsight.com




Mobile LBS revenue forecast, € million (2011–2017)

LBS Research Series

The LBS market shows healthy growth in the coming five yearsMobile location-based services (LBS) are gradually achieving mainstream market acceptance. Berg Insight estimates that the number of active users of location-based services and apps grew 80 percent in 2012. At the end of the year, about 40 percent of mobile subscribers in Europe were frequent users of at least one location-based service. In North America where adoption of smartphones and GPS-enabled hand-sets is higher, an estimated 50 percent of all handset users now access location-based services regularly. However, the significant growth in usage and number of active LBS users have not yet resulted in substantial growth in revenues. Total LBS service revenues in the EU 27+2 reached € 325 million in 2012 and Berg Insight forecasts LBS revenues to grow to about € 825 million by 2017. In North America, revenues are forecasted to grow from US$ 835 million in 2012 to about US$ 1,295 million by 2017.

There are many alternative ways to categorise various LBS. In this report, LBS are divided into eight service categories based on primary function: mapping and navigation, local search and information, social networking and entertainment, recreation and fitness, family and people locator services, mobile resource management, mobile advertising and marketing, and other services. Mapping and navigation is the leading segment in terms of revenues and the second largest in terms of number of active users. Although the number of active users of mapping and navigation services is still growing, revenues are only increasing slowly as competition from free and low cost services has intensified. White-label developers are now working with mobile operators to create localised offerings and attractive service bundles. Some navigation service providers are focusing on freemium apps where the core navigation service is free and users have the option to purchase additional content and features. Local search and information services is now the leading LBS category in terms of unique users, driven by the adoption of handsets with improved capabilities and changing user habits. Most leading social networking services are now focusing more on their mobile offerings as users increasingly access services from mobile devices. Many of these services have various forms of location support ranging from sharing geo-tagged content to location sharing and check-in features. A growing number of outdoor and sports enthusiasts are downloading recreation and fitness apps that turn smartphones into convenient substitutes for GPS devices and sports watches. Family locator services have

been part of mobile operators’ LBS portfolios for many years – especially in the US – but are now facing competition from app developers. Also mobile workforce management services that aim to improve operational efficiency for businesses are gaining traction as the cost of hardware and software declines.

Advertising is an important source of revenues for many LBS providers. The mobile channel is getting established as an integral part of the marketing media mix as mobile media usage grows. Targeting by location in combination with other contextual and behavioural information greatly enhances the relevance of mobile advertising. It has been demonstrated that location-targeted ads generate considerably higher return than conventional mobile advertising, and the associated eCPM levels are several times higher. The main barriers to adoption are related to the inherently limited reach of LBA which acts as a mental hurdle for advertisers. The demand for hyper-local targeting of ads is so far limited among advertisers, but is anticipated to increase given the considerable impact such campaigns generate. Educating advertisers about this opportunity and new methods for campaign performance evaluation are thus called for.

Historically, mobile operators have been key partners and the main distribution channel for app and service developers. Operators have a direct relationship with large user bases, allowing them to market services, pre-install apps on new handsets, present links to services from their portals and handle end-user billing. This central role is now challenged by the rising smartphone ecosystems that integrate key LBS and give developers access to location data, distribution channels in the form of on-device app stores as well as billing and advertising solutions for monetisation. Mobile operators are therefore exploring other opportunities to leverage their assets, for instance by opening their location platforms to third party developers and location aggregators that play an important role as intermediaries between mobile operators and developers. Network-based location data is valuable for developers and third parties that need to locate any device, not only GPS-enabled smartphones. Mobile operators can provide network-based location data for services such as mobile analytics as well as fraud management and secure authentication.

What is the current status of the European and North American mobile LBS market?

How will free navigation services affect the market dynamics?

What are the mobile strategies of search engines and directory publishers?

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

How is GPS-technology altering the conditions for people locator services?

How are smartphones changing the mobile resource management market?

How is location being used to add value in mobile advertising?

Which operators have introduced branded location-based services?

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Executive summary

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

services 1.2 Mobile communication services 1.2.1 Mobile voice and SMS 1.2.2 Mobile data and applications 1.2.3 A brief history of location platforms and

services 1.3 Mobile LBS categories 1.3.1 Mapping and navigation 1.3.2 Local search and information 1.3.3 Social networking and entertainment 1.3.4 Recreation and fitness 1.3.5 Family and people locator services 1.3.6 Mobile resource management 1.3.7 Mobile advertising and marketing 1.3.8 Other services 1.4 Mobile app monetisation strategies

and business models 1.4.1 Free apps 1.4.2 Paid apps 1.4.3 Freemium apps and in-app payments 1.4.4 Ad-funding 1.4.5 New channel to market 1.4.6 Bundled products and services 1.4.7 Mobile app business model trends 1.5 Mobile location technologies and

platforms 1.5.1 Mobile network-based location

technologies 1.5.2 GNSS: GPS, GLONASS, Galileo and

Compass 1.5.3 Bluetooth and Wi-Fi positioning 1.5.4 Hybrid and indoor location technologies 1.5.5 Handset client and probe-based

location platforms 1.6 The regulatory environment in

Europe and North America 1.6.1 European emergency call and privacy

regulations 1.6.2 LBS regulatory environment in the US 1.6.3 Emergency call regulations in Canada

2 Smartphone ecosystems 2.1 Smartphone OS platforms 2.1.1 Smartphone platform developments

and market shares 2.1.2 Smartphone vendor market shares 2.1.3 Android 2.1.4 iOS 2.1.5 Windows Phone 2.1.6 BlackBerry OS and BlackBerry 10 2.1.7 Samsung’s Bada platform 2.2 App stores 2.2.1 Apple App Store 2.2.2 BlackBerry App World 2.2.3 Google Play 2.2.4 Nokia Store 2.2.5 Windows Phone Store 2.3 Ad networks and in-app ad solutions 2.3.1 Apple – iAd 2.3.2 RIM – BlackBerry Advertising

Service 2.3.3 Microsoft – Windows Phone/Microsoft

Advertising 2.3.4 Nokia – Nokia Ad Exchange 2.3.5 Android – AdMob and third-party ad

networks

2.4 Smartphone industry analysis 2.4.1 Smartphone platforms are becoming

new vertical silos 2.4.2 Towards complete LBS offerings 2.4.3 Operators start to back emerging

smartphone platforms 2.4.4 Handset vendor strategies 2.4.5 The mobile web, HTML5 web apps and

native apps

3 Operator LBS offerings and strategies 3.1 The European operator LBS market 3.1.1 3 Group 3.1.2 Deutsche Telekom Group 3.1.3 KPN Group 3.1.4 Orange Group 3.1.5 SFR 3.1.6 Telefónica Group 3.1.7 Telenor Group 3.1.8 TeliaSonera Group 3.1.9 Vodafone Group 3.2 The North American operator

LBS market 3.2.1 AT&T Mobility 3.2.2 Bell Mobility 3.2.3 MetroPCS 3.2.4 Rogers Wireless 3.2.5 Sprint Nextel 3.2.6 TELUS 3.2.7 T-Mobile USA 3.2.8 US Cellular 3.2.9 Verizon Wireless 3.3 Location aggregators and

Location-as-a-Service providers 3.3.1 Deveryware 3.3.2 Locaid 3.3.3 Location Labs 3.3.4 Lociloci 3.3.5 Mobile Commerce 3.4 Industry analysis 3.4.1 Organisational capabilities and goals

limit operator’s ability to provide LBS 3.4.2 Smartphone platforms challenge

operators’ role as distribution channel 3.4.3 Operators are no longer the central

source of location data 3.4.4 Emerging opportunities for operators to

sell bulk location data

4 Consumer LBS categories 4.1 Mapping and navigation 4.1 Mapping and navigation 4.1.1 Mapping and routing services 4.1.2 Speed camera warning apps and

services 4.1.3 Traffic information services 4.1.4 Turn-by-turn navigation services 4.1.5 Mapping and navigation industry trends 4.1.6 Mobile operator service offerings 4.1.7 Handset vendor offerings 4.1.8 App stores and service providers 4.1.9 Key market players

4.2.9 Glucose monitoring 4.2 Local search and information 4.2.1 Directory services 4.2.2 Local discovery and review services 4.2.3 Travel planning, guides and information

services 4.2.4 Shopping and coupon services 4.3 Social networking and entertainment 4.3.1 Social networking and community

services 4.3.2 Check-in services 4.3.3 Friendfinder services 4.3.4 Communication, chat and instant

messaging services 4.3.5 Location-based games 4.4 Recreation and fitness 4.4.1 Geocaching apps 4.4.2 Outdoor navigation 4.4.3 Sports tracking apps 4.5 Family and people locator services 4.5.1 Family locator services marketed by

mobile operators 4.5.2 Third party family and people locator

apps and services

5 Enterprise LBS categories and LBA 5.1 Mobile resource management 5.1.1 Fleet management services 5.1.2 Mobile workforce management services 5.1.3 Lone worker protection services 5.2 Mobile advertising and marketing 5.2.1 The marketing and advertising industry 5.2.2 Advertising on the mobile handset 5.2.3 Definitions and variants of LBA 5.2.4 LBA formats 5.2.5 LBA industry analysis

6 Market analysis and forecasts 6.1 Summary of the LBS market 6.1 Summary of the LBS market 6.1.1 The European LBS market 6.1.2 The North American LBS market 6.2 Mobile advertising and location 6.2.1 Challenges and opportunities for mobile

advertising 6.2.2 Location can improve ROI for

advertisers 6.2.3 LBA market value forecast 6.3 Vertical market trends 6.3.1 Mapping and navigation services

become free for end-users 6.3.2 Search and information services growth

driven by smartphone uptake 6.3.3 Social networking and entertainment

services gradually add location 6.3.4 Smartphones are increasingly used as

recreation and fitness devices 6.3.5 Family and people locator service

uptake driven by free apps 6.3.6 Corporate efficiency investments drive

WFM service adoption

Glossary

Table of Contents



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

People Monitoring and Safety Solutions




LBS Research SeriesAbout the Author

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



LBS Platforms and Technologies

LBS Platforms and Technologies is the fourth consecutive report from Berg Insight analysing the latest developments on the global market for LBS platforms and middleware.


This report will allow you to:

Profit from 30 new executive interviews with market leading companies.

Learn about the latest trends for location platforms and technologies worldwide.

Identify new business opportunities enabled by new location platform architectures.

Discover new players in the indoor location platform market.

Predict which location technologies will be deployed in the future.

Anticipate future drivers for location platforms and middleware revenues.

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

LBS Research Series


www.berginsight.com




Location platform and middleware revenue forecast, € million (World 2011–2017)

LBS Research Series

The global market for LBS platforms and middleware boosted by government mandates

Location platforms comprise software and hardware extensions to network infrastructure components that together can calculate the position of a handset. Mobile location platforms enable three categories of location-based services (LBS): public safety services, national security and law enforcement applications, as well as commercial LBS. Nearly 70 percent of all emergency calls are today placed from mobile phones and it can often be difficult for the caller to convey their location accurately to first responders. Location platforms can reduce the time to find the location of the caller. They also enable more efficient handling of simultaneous calls from people reporting the same incident to distinguish single accidents from multiple events. Another use case is public warning systems that can locate and send messages to all mobile users within a geo-fenced area. Government agencies can also use location platforms and data mining systems for critical infrastructure protection and location-enhanced lawful intercept.

Location technologies can be divided into handset-based technologies (such as GPS) with intelligence mainly in the handset, network-based technologies (for instance Cell-ID, RF Pattern Matching and U-TDOA) with intelligence mainly in the network, as well as hybrid technologies (for instance A-GPS) with intelligence in both the handset and the network. Several new hybrid location technologies are in development, aiming to improve the performance of global navigation satellite systems (GNSS) in difficult environments. If not enough satellites are visible, it is for instance possible to fuse GNSS measurements with other network signals and data from inertial sensors to calculate the position. In pure indoor environments where GNSS is unavailable, the most common location technologies rely on Wi-Fi location using RF Pattern Matching or multilateration, augmented with data from sensors in the handset such as accelerometer, gyroscope, compass and barometer.

The Federal Communications Commission’s (FCC) E911 mandates for location of mobile emergency calls released in 1996 was a major driver behind the development of location platforms for the North American market. In Europe, as well as in other developed countries such as Japan and South Korea, early deployments of location platforms focused on supporting commercial services due to the lack of a clear mandate for emergency services. In the first deployment phase, lasting from 2000 to 2003, operators invested in platforms and ready-made services. Overall, the results did not live up to the expectations in terms

of uptake or usage and many operators therefore lost interest in LBS as a mass-market proposition.

A majority of commercial LBS now use location data obtained directly from GPS receivers and Wi-Fi chipsets in the handset, or various third party location databases, rather than directly from operators using network-based location. Mobile operators are however showing increasing interest in using mass location data for advertising and marketing, as well as new services like analytics. Moreover, governments and telecom regulators worldwide are now introducing emergency call and lawful intercept mandates that require at least basic location platforms. Although the regulators have typically not yet imposed any specific location accuracy requirements as part of the mandates, more stringent location accuracy may well be demanded in the future as technologies mature and costs decrease.

A diverse set of players are now developing indoor location platforms to support use-cases ranging from emergency call location to navigation, shopping, analytics and marketing. The established location platform vendors and connectivity chipset vendors are extending their offerings to enable indoor location. In addition, a growing number of technology specialists and start-up companies are also introducing software or infrastructure solutions that enable handset vendors, app developers and enterprises to add indoor location capabilities to smartphones that are already on the market.

Berg Insight estimates that one third of all mobile network operators worldwide have deployed at least some type of basic location platform. Additional deployments and updates of existing platforms can be expected in most markets in the coming years, primarily driven by government mandates, but also by new mass location applications such as advertising and analytics. Berg Insight forecasts that total global annual revenues for GMLC/MPC, SMLC/PDE, SUPL A-GNSS and probe-based location systems will grow from € 180 million in 2011 to € 330 million in 2017. These revenues comprise integration fees and licenses for new platform deployments, as well as capacity and technology upgrades, maintenance and associated services.

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

Which mobile operators have deployed LBS platforms and middleware?

How is GPS-technology altering the conditions for LBS app developers?

What is the current status of E112 in Europe and similar programs in other regions?

How is GPS-technology affecting network-based location technologies?

How will lawful intercept requirements affect technology choice for operators?

Which location platforms and technologies are best suited for location-based advertising?

Which vendors provide location platforms and middleware today?

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Table of Contents

1 Introduction to location platforms 1.1 Location platforms and location-

based services 1.1.1 Overview of mobile location platforms 1.1.2 A brief history of location platforms and

services 1.2 Mobile communication services 1.2.1 Mobile voice and data subscribers 1.2.2 Mobile voice and SMS service

revenues 1.2.3 Mobile data and application revenues 1.2.4 Location apps and service revenues 1.3 Mobile location platforms and

technologies 1.3.1 Mobile location platforms 1.3.2 Mobile location technologies 1.3.3 Location middleware 1.4 The mobile LBS value chain 1.4.1 Location technology developers and

platform vendors 1.4.2 Connectivity chipset vendors 1.4.3 LBS middleware vendors 1.4.4 Indoor location solution providers 1.4.5 Mobile network operators 1.4.6 Location aggregators and database

providers 1.4.7 Smartphone platform and handset

vendors 1.4.8 Mobile application developers and

service providers 1.5 Telecoms regulations drive location

platform deployments 1.5.1 European emergency call and privacy

regulations 1.5.2 LBS regulatory environment in the US 1.5.3 Emergency call regulations in Australia 1.5.4 Emergency call regulations in Canada 1.5.5 The Indian Department of

Telecommunications location mandate 1.5.6 Emergency call regulations in Japan

2 Technology overview 2.1 Mobile network location platforms 2.1.1 Location architecture for GSM/UMTS

networks 2.1.2 Location architecture for LTE networks 2.1.3 Location architecture and technologies

in 3GPP2 networks 2.1.4 Control Plane and User Plane location

platforms 2.1.5 OMA SUPL 1.0 2.1.6 OMA SUPL 2.0 and SUPL 2.1 2.1.7 OMA SUPL 3.0 2.1.8 Handset client and probe-based

location platforms 2.1.9 Location in converged IP networks 2.2 Network-based positioning

technologies 2.2.1 Cell-ID 2.2.2 Enhanced Cell-ID and RF Pattern

Matching methods 2.2.3 E-OTD and OTDOA 2.2.4 Uplink Time Difference of Arrival

(U-TDOA) 2.2.5 Bluetooth and Wi-Fi positioning 2.3 GNSS and hybrid location

technologies 2.3.1 GNSS: GPS, GLONASS, Galileo and

Compass

2.3.2 Assisted GPS and A-GNSS 2.3.3 Hybrid, mixed mode and indoor

location technologies 2.4 Comparison of location

technologies 2.4.1 Network-based location technologies 2.4.2 Handset-based and hybrid location

technologies 2.4.3 Location technologies in development

3 Location technology market trends 3.1 Multiple parallel efforts drive

location technology development 3.1.1 Emergency call location and public

safety 3.1.2 Location-enhanced lawful intercept

and national security 3.1.3 Consumer and enterprise LBS and apps 3.1.4 Commercial indoor location services 3.1.5 Mobile marketing and advertising 3.1.6 Fraud management and secure

authentication 3.2 Smartphone ecosystems 3.2.1 Smartphone platform market shares 3.2.2 Smartphone platforms transform into

new vertical silos 3.2.3 Towards a complete LBS stack

4 Commercial deployments 4.1 Platform deployments in Europe 4.1.1 3 Group 4.1.2 Deutsche Telekom Group 4.1.3 KPN Group 4.1.4 Orange Group 4.1.5 SFR 4.1.6 Telecom Italia Mobile 4.1.7 Telefónica Group 4.1.8 Telenor Group 4.1.9 TeliaSonera Group 4.1.10 Vodafone Group 4.2 Platform deployments in the Americas 4.2.1 AT&T Mobility 4.2.2 Bell Mobility 4.2.3 Rogers Wireless 4.2.4 Sprint Nextel 4.2.5 TELUS 4.2.6 Verizon Wireless 4.2.7 Wind Mobile 4.3 Platform deployments in Asia-Pacific 4.3.1 BSNL 4.3.2 China Mobile 4.3.3 NTT DoCoMo 4.3.4 Telstra 4.3.5 Telkomsel 4.4 Platform deployments in ROW

5 Market forecasts and trends 5.1 LBS market trends 5.1.1 Emergency call mandates remain

the key driver for platform deployments 5.1.2 Location-enabled lawful intercept 5.1.3 Location-based services revenue

forecast 5.2 Handset market trends 5.2.1 GNSS attach rates driven by higher

smartphone sales 5.2.2 GNSS-enabled handset shipment

forecasts by segment 5.3 Location platform deployments

5.3.1 Vendor market shares 5.3.2 GMLC/MPC and SMLC/PDE platform

deployment forecasts 5.3.3 SUPL A-GPS server deployment forecast 5.3.4 Location middleware deployment

forecast

6 Location platform and technology vendor profiles 6.1 Location platform and infrastructure

vendors 6.1.1 Alcatel-Lucent 6.1.2 CommScope 6.1.3 Creativity Software 6.1.4 Ericsson 6.1.5 GBSD Technologies 6.1.6 Intersec 6.1.7 Mobile Arts 6.1.8 Nokia Siemens Networks 6.1.9 Oksijen 6.1.10 Persistent Systems 6.1.11 Polaris Wireless 6.1.12 Redknee 6.1.13 Septier 6.1.14 TeleCommunication Systems 6.1.15 TruePosition 6.2 Location middleware vendors 6.2.1 Aepona 6.2.2 CellVision 6.2.3 Genasys 6.2.4 Mobilaris 6.2.5 Reach-U 6.2.6 Telenity 6.3 GNSS chipset and assistance

server vendors 6.3.1 Broadcom 6.3.2 CSR 6.3.3 Qualcomm 6.3.4 Rx Networks 6.4 Client-based location platforms,

aggregators and databases 6.4.1 Apigee 6.4.2 Combain Mobile 6.4.3 Geoloqi 6.4.4 Locaid 6.4.5 Location Labs 6.4.6 Navizon 6.4.7 Skyhook Wireless 6.5 Indoor location technology

developers 6.5.1 Boeing 6.5.2 ByteLight 6.5.3 Cisco Systems 6.5.4 GloPos 6.5.5 IndoorAtlas 6.5.6 Insiteo 6.5.7 Nearbuy Systems 6.5.8 NextNav 6.5.9 Nokia 6.5.10 Point Inside 6.5.11 Pole Star 6.5.12 Qubulus 6.5.13 SenionLab 6.5.14 Walkbase 6.5.15 Wifarer 6.5.16 WiFiSLAM

Glossary



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





LBS Research SeriesAbout the Author

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



People Monitoring and Safety Solutions

People Monitoring and Safety Solutions is a comprehensive report from Berg Insight analysing the latest developments on the people tracking markets in Europe and North America.


This report will allow you to: Profit from 30 new executive interviews with

market leading companies.

Identify key players on the European and North American people tracking solution market.

Learn about the latest propositions from family locator service providers.

Understand the opportunities and challenges for mobile telecare alarm devices.

Anticipate future drivers for uptake of mobile workforce management services.

Predict future trends in lone worker protection services.

Realize the commercial potential of emerging segments including offender monitoring.


www.berginsight.com

LBS Research Series




Family locator users, (EU27+2 and North America)

What are the latest trends on the market for people tracking solutions?People tracking solutions that enable a third party to locate a person were introduced in the late 1990s. Today, most people tracking solutions rely on GNSS and mobile communication technologies to determine the location of a person and transmit the data to a third party. Technological advancements have enabled substantial improvements in GPS receiver performance and cost. Small, dedicated battery powered GPS tracking devices suitable for the mass market has become a reality. There are also a growing number of people location apps that leverage the growing installed base of GPS-enabled smartphones.

People tracking solutions aimed at the consumer market range from family locator services that provide peace of mind for parents of children and teenagers, to solutions that assist caregivers of seniors and people suffering from various medical conditions. Family locator services have been part of mobile operators’ LBS portfolios for many years, but are now facing competition from app developers. The willingness to pay for operator services is declining as consumers’ awareness of free people location apps for smartphones has increased significantly in the past 12–18 months. Berg Insight estimates that there were about 20 million users of family locator apps in Europe and North America in August 2012.

The demand for dedicated location devices targeting the child and teenager segment is generally low as many parents adopt handset-based solutions. Numerous device vendors are therefore looking to address the needs of people caring for persons of all ages suffering from various medical conditions, such as autism and other cognitive limitations, epilepsy, cardiac problems and diabetes. These compa-nies are also addressing the market for systems that assist seniors living at home or in care homes. The assistance systems are commonly called telecare systems or social alarms in Europe and Personal Emergency Response Systems (PERS) in the US. Berg Insight estimates that there are already up to 5 million users of the first generation social alarms connected to PSTN networks in Europe and North America. The addressable market for the next generation mobile social alarms is therefore large.

Companies from various industries such as fleet management, asset tracking and application development now provide people location serv-ices that address the needs of business customers. Mobile workforce management services aim to improve operational efficiency and focus on managing individual employees. Industry sectors leading the

adoption of workforce management solutions include construction, distribution and companies with extensive field services. Mobile work-force management is frequently part of fleet management solutions for light commercial vehicle fleets. Applications can in addition be delivered via smartphones. Two-way communication saves time by enabling field staff to be directed to go from one place to another without returning to the central location for receiving new work orders. Cost savings can also be achieved through more efficient time verification and data collection in the field. Lone worker protection services primarily focus on ensuring the security of employees through features such as two-way communi-cation and automatic location. Many lone worker protection services rely on dedicated location devices featuring alarm buttons and man down detection sensors. These devices are typically programmed to send alarms to supervisors or alarm receiving centres in case of emergency. Berg Insight forecasts that the number of active users of workforce management and dedicated lone worker protection services in Europe and North America will grow from 1.1 million in 2011 to 2.8 million in 2016.

Electronic monitoring (EM) of offenders is gradually being adopted globally. EM is used to provide alternative ways of sentencing offend-ers and reduce the escalating costs for the corrective systems. EM is employed at various stages of the criminal justice system, including at pre-trial, at sentencing and following a period of incarceration. The aim of EM programmes is to increase offender accountability, reduce recidivism rates and enhance public safety by providing an additional tool to traditional methods of community supervision. However, there is still debate over the effectiveness of EM and how to best implement the technologies in various programmes to achieve the goals. The most common forms of EM equipment in use today are RF systems that comprise a transmitter worn by the person being monitored, often in the form of an ankle bracelet. The RF transmitter sends out a signal to a receiver unit that communicates with a monitoring centre to report signal interruptions during curfews or any attempts to tamper with the equipment. Systems using GPS location that allow near real time location of the offender as well as creation of geographic inclusion and exclusion zones are also being used.

Which market segments adopt dedicated tracking devices?

What is the potential market size for mobile telecare alarms for seniors?

Which operators have introduced branded family locator services?

Who are the leading providers of mobile resource management services?

What is the potential market size for lone worker protection services?

Are regular handsets suitable for lone worker protection services?

Who are the leading providers of electronic offender monitoring solutions?0

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Table of Contents

1 Overview of people location solutions

1.1 Handsets and location device solutions

1.1.1 Handset-based location solutions 1.1.2 Dedicated people location devices 1.2 Market segmentation 1.2.1 Mobile workforce management 1.2.2 Lone worker protection 1.2.3 Family locator services 1.2.4 Medical and telecare location solutions 1.2.5 Offender monitoring 1.3 The regulatory environment in

Europe and North America 1.3.1 European privacy regulations 1.3.2 Privacy and location data regulations

in the US

2 Technology overview 2.1 Mobile network location

architectures and platforms 2.1.1 Location architecture for GSM/UMTS

networks 2.1.2 Location architecture for LTE networks 2.1.3 Control plane and user plane location

platforms 2.1.4 Probe-based location platforms 2.2 Mobile location technologies and

methods 2.2.1 Cell-ID 2.2.2 Enhanced Cell-ID 2.2.3 RF Pattern Matching 2.2.4 E-OTD, OTDOA and U-TDOA 2.2.5 GNSS: GPS, GLONASS, Galileo and

Compass 2.2.6 Bluetooth, NFC and Wi-Fi positioning 2.2.7 Hybrid, mixed mode and indoor

location technologies 2.2.8 Theoretical limitations of positioning

technologies 2.3 Handset software platforms 2.3.1 Android 2.3.2 iOS 2.3.3 Windows Phone 2.3.4 BlackBerry OS and BlackBerry 10 2.3.5 Samsung’s Bada platform 2.3.6 Symbian 2.3.7 Brew Mobile Platform 2.3.8 Java Micro Edition

3 Family locator and medical alarm solutions

3.1 Overview of demographics and common medical conditions

3.1.1 The ageing population 3.1.2 Medical conditions 3.2 Mobile family locator services 3.2.1 The European market 3.2.2 The North American market 3.3 Handset location apps and services 3.3.1 Network-based handset location

services 3.3.2 People location apps for smartphones 3.4 Consumer oriented location devices 3.4.1 General purpose location devices 3.4.2 Child locator devices and services 3.4.3 Mobile telecare and mobile PERS

devices 3.5 Company profiles 3.5.1 GTX Corp: GPS device and app

developer for asset and people location

3.5.2 Ilico.net: Pioneer of handset-based services for locating people

3.5.3 Life360: Expanding from family locator

apps to broader security solutions 3.5.4 Location Labs: White-label safety app

developer expanding beyond the US 3.5.5 TeleCommunication Systems: Leading

provider of end-to-end LBS solutions 3.5.6 Amber Alert GPS: Specialises in

location devices for children 3.5.7 Buddi: Mobile telecare vendor entering

the UK offender monitoring market 3.5.8 Garmin: Leading navigation device

vendor entering personal location market

3.5.9 Everon: Developer of GPS wristwatches for telecare and lone workers

3.5.10 Lifecomm: Developer of health and wellness devices for active seniors

3.5.11 Limmex: Swiss telecare wristwatch vendor ramping up sales in Europe

3.5.12 Loc8tor: Tagging and tracking devices for locating assets, pets and people

3.5.13 Location Based Technologies: Creator of the PocketFinder locators

3.5.14 LoJack: Leading SVR provider entering the telecare market

3.5.15 Lok8u: Specialises in GPS wristwatches for children and seniors

3.5.16 LOSTnFOUND: Swiss asset tracking vendor entering the telecare segment

3.5.17 PFO: Fashion accessories with integrated personal alarm

3.5.18 SecuraTrac: Focuses on white-label B2B location solutions

3.5.19 Securus: Focusing on the US personal safety and security device market

3.5.20 SPOT: GPS locator and satellite messenger devices from Globalstar

3.5.21 Tramigo: TLD landmarks facilitates people location without using maps

4 Workforce management and lone worker safety services

4.1 Employment statistics 4.1.1 Employment by industry 4.1.2 Vehicle fleets, mobile workers and lone

workers 4.2 Mobile resource management

solutions 4.2.1 Mobile workforce management

services 4.3 Lone worker protection devices and

services 4.3.1 Lone worker legislation and standards 4.3.2 Lone worker protection services 4.4 Company profiles 4.4.1 Actsoft: MRM veteran expanding sales

through app stores 4.4.2 Airclic: Specialises in software for

logistics and field service companies 4.4.3 ClickSoftware: Expanding MRM to the

SMB segment with cloud services 4.4.4 CommonTime: Offers platform for

customisable enterprise mobility apps 4.4.5 Contigo: Develops hosted platform for

tracking and safety applications 4.4.6 Econz Wireless: Specialises in hosted

WFM for the SME segment 4.4.7 FollowUS: Pioneer of handset location

services in the UK 4.4.8 Genasys: LBS platform developer and

provider of MRM solutions 4.4.9 Panaramix: Complementing low cost

WFM with consumer apps 4.4.10 Peoplesafe: Focus on managed lone

worker services for the private sector 4.4.11 PocketMobile: Customisable WFM for

medium- and large organisations 4.4.12 Reach-U: LBS platform vendor offering

WFM service for all handsets 4.4.13 Skyguard: Provider of end-to-end lone

worker safety solutions 4.4.14 Telenav: Handset navigation provider

seeking growth in MRM services 4.4.15 TrackaPhone: Device agnostic

platform for WFM and lone worker services

4.4.16 Trackem: Cloud-based resource management for the SMB market

4.4.17 Vismo: Specialises in security apps for international travellers

4.4.18 Xora: Specialises in cloud-based WFM and fleet management services

4.4.19 Blackline GPS: Moving from consumer to business location services

4.4.20 Connexion2: Identicom device shipments has surpassed 100,000 units

4.4.21 Geonovo: Developer of the Romad RSP-100 lone worker device

4.4.22 Laipac Technology: Expanding from asset tracking to people tracking

4.4.23 SafeLinQ: Location devices for the consumer and business markets

4.4.24 Sonim Technologies: Manufactures the world’s most rugged handsets

4.4.25 Twig Com: Complementing TWIG devices with indoor location technology

5 Electronic offender monitoring

5.1 Offender monitoring programmes 5.1.1 Electronic offender monitoring in

Europe 5.1.2 Electronic offender monitoring in North

America 5.2 Offender monitoring service

providers and devices 5.2.1 Monitoring service providers 5.2.2 Offender monitoring and tracking

devices 5.3 Company profiles 5.3.1 3M Attenti 5.3.2 G4S 5.3.3 GEO Group 5.3.4 iSECUREtrac 5.3.5 Omnilink Systems 5.3.6 Satellite Tracking of People 5.3.7 SecureAlert

6 Market trends and forecasts 6.1 Market trends and drivers 6.1.1 Ageing population will drive sales of

mobile telecare solutions 6.1.2 Rise of smartphones boosts workforce

management service adoption 6.1.3 Stricter legislations fuel lone worker

protection market 6.1.4 Electronic offender monitoring aims to

reduce costs of corrective systems 6.2 Market forecasts 6.2.1 Consumer oriented people tracking

solutions 6.2.2 Enterprise workforce management

services 6.2.3 Lone worker protection services 6.2.4 Offender monitoring solutions

Glossary



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



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