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SUMMARY
Location Based Advertising 2007-2012: maximising the revenue potential of
location discovery
Location Based Advertising is already here and starting to happen. The ability
to target consumers based on their locale will have a significant effect on
the way that companies advertise, not just in the mobile medium, but it will
also impact on their entire advertising strategies and channels. Do you know
what impact it will have on the marketing mix of your company? How can you
make the most from Mobile Local Search?
The technology is nearly here to enable you to offer these services. In fact,
subscribers are increasingly using their handsets as mapping and navigation
tools, and this coupled with the spread of mobile advertising, Internet and
search applications has created an exciting revenue opportunity. How quickly
will take-up of these services grow? Can you afford to get left behind? This
market will expand and taking first-mover position will be vital to securing
your place in it.
The latest visiongain report, Location Based Advertising 2007-2012: maximising
the revenue potential of location discovery, is amongst the first to provide
you with the insight to this growing market area. It examines the
opportunities offered by location-based advertising (LBA), and how
advertisers, operators and manufacturers can all get involved to provide
profitable LBA services.
Location Based Advertising will offer sponsors the chance to get customers to
the door, with easy directions and mapping. It will offer subscribers the
ability to arrive in an unknown town or city, and be able to look up where
their favourite, trusted brand of coffee shop, or restaurant, petrol station
or cinema is located, in direct relation to where they are at the time.
Getting lost never offered such promotional opportunities before!! By reading
this 100+ page report you will understand all of the exciting opportunities
that will be available to increase your revenues and brand awareness.
Reading this exclusive management report will tell you the following:
- Who are the main players in LBA and what are they doing?
- What different forms of Location Based Advertising are available and
expected to appear in the future?
- Why is LBA so important to mobile?
- When will LBA start to make traction in the market? When will it become a
mass market proposition?
- How successful will it be?
Find out the answers to these and many other questions by buying this vital
industry insight.
Mobile advertising has great potential due to the relationship between a
mobile subscriber and their handset, where the mobile device is often with the
end-user for most of their waking time. With mobile penetration reaching 100
per cent in many developed markets, the mobile phone will soon be in virtually
everyone's pocket. Advertising is currently a major area of growth in the
mobile world and is set to become even more specialised than it is at the
moment. Do you understand this market? Do you know how it will develop? Is
this an issue that you need to act on and find out about now?
Who needs to read this report
Directors, VP and Senior managers in:
- Mobile/ Cellular carriers and operators
- Digital and Mobile Advertising agencies
- Mobile Search companies
- DA/DQ providers
- Handset manufacturers
- Location Based Service Providers
- Brands looking to tap into the mobile audience
TABLE OF CONTENTS
Chapter 1. Executive Summary
- 1.1 Mobile advertising
- 1.1.1 LBS
- 1.1.2 The importance of search to LBA
- 1.2 Drivers and barriers to LBA
- 1.3 Current market for mobile LBA
- 1.4 Mobile LBA future
- 1.5 Definitions of LBA
Chapter 2. Introduction
- 2.1 The possibility of location based advertising
- 2.2 Mobile advertising
- 2.2.1 Mobile advertising growth
- Chart 2.1: Mobile advertising investment in US and Western Europe,
2007-2011
- Chart 2.2: Evolution of mobile advertising business and monetisation
models
- 2.2.1.1 Advertising and the mobile user
- Chart 2.3: In mobile advertising, how important is it to you that...?
- 2.2.2 Forms of mobile advertising
- 2.2.2.1 SMS
- 2.2.2.2 Premium SMS
- 2.2.2.3 MMS
- 2.2.2.4 Banner advertising
- 2.2.2.5 Mobile gaming
- Chart 2.4: In-game advertising spending
- 2.3 LBS
- 2.3.1 How are LBS offered?
- 2.3.1.1 Radiolocation through base stations
- Image 2.1: Mobile phone triangulation
- 2.3.1.2 GPS
- Table 2.1: GPS error sources
- 2.3.1.2.1 GPS in mobile handsets
- 2.3.1.2.2 GPS handsets
- Chart 2.5: GPS enabled handset shipments in Europe, 2007-2012
- 2.3.2 What is the importance of LBS to mobile?
- 2.4 The importance of search to advertising
- 2.4.1 The Google effect
- Chart 2.6: Google revenue growth 2006-Q1 2007
- 2.5 Methodology
- 2.6 Focus of the report
Chapter 3. Current Landscape
- 3.1 Drivers for mobile LBA
- 3.1.1 Increased mobile data usage
- Chart 3.1: Global data revenue growth
- 3.1.2 Increase in mass-market devices
- Chart 3.2: 3G handset penetration in Western Europe
- Chart 3.3: Smartphone shipments as a percentage of total handset
shipments
- 3.1.3 Mobile search
- 3.1.3.1 Mobile search differs from fixed line search
- Table 3.1: Key differences between fixed line and mobile search
- Chart 3.4: Average Internet searches per user session
- 3.1.3.2 Importance of maps to mobile local search
- 3.2 Barriers
- 3.2.1 Lack of capable handset penetration
- 3.2.2 Privacy and ethical issues
- 3.2.3 How to deliver the advertising
- 3.2.4 Cost of search applications
- 3.3 Fixed line players move to mobile
- Chart 3.5: US Mobile search engine usage, June-August 2006
- Chart 3.6: Share of US online searches by engine April-May 2007
- 3.3.1 Google
- 3.3.1.1 Google Mobile Internet and Image Search
- Table 3.2: Key operators and handset manufacturers in partnership
with Google
- 3.3.1.1.1 The .Mobi domain
- 3.3.1.2 Google Mobile WebSearch
- 3.3.1.3 Google Mobile Local Search
- 3.3.1.3.1 Acquisitions to Boost Google's Mobile Search and
advertising
- 3.3.1.3.2 Google's free 411 service
- 3.3.1.4 A Google handset?
- 3.3.1.5 Brand dilution issues
- 3.3.2 Yahoo
- Table 3.3: Key operators and handset manufacturers in partnership with
Yahoo
- 3.3.2.1 Yahoo OneSearch
- 3.3.2.2 Yahoo Mobile Publisher Services
- 3.3.2.3 Microsoft
- 3.4 Other vendors
- 3.4.1 Nokia
- 3.4.1.1 Nokia Mobile Search
- 3.4.1.2 Nokia LBS.
- 3.4.1.3 Nokia Ad Service and Ad Connector
- 3.4.1.4 Nokia conclusion
- 3.4.2 Enpocket
- 3.4.2.1 Enpocket research
- Chart 3.7: Would you prefer it if mobile phone advertising was more
relevant and useful to you because it was tailored to your interests?
- Chart 3.8: Would you find it intrusive if advertising on mobile
Internet was not targeted to your needs?
- 3.4.3 MobilePeople - monetising mobile search
- 3.4.3.1 The Mobile Search and Discovery Initiative
- 3.4.3.2 MobilePeople's Liquid Search
- 3.4.4 m-spatial - made to measure mapping
- 3.4.4.1 m-spatial - UK search trends in 2007
- Table 3.4: Top Ten Local Search Brands* January - April 2007
- Table 3.5: Top Ten Local Search Categories* January - April 2007
- 3.4.5 Medio Systems - an LBA white-label solution
- 3.4.5.1 Medio mobile search
- 3.4.5.2 Advertising and merchandising
- 3.4.6 AirG and mobile social networks
- 3.4.7 Hypertag - developing short-range LBA
- 3.4.8 Sprint's Slifter - product-based LBA
- 3.5 Directory assistance and directory enquiries (DA/DQ) services in LBA
- 3.5.1 Yell.com
- 3.5.2 JumpTap - bringing LBS to DA/DQ
- 3.5.2.1 Mobile search trends in the emerging market
- Chart 3.9: Numbers of keywords used in mobile search initiation
- Chart 3.10: The top seven key mobile search categories
- 3.5.3 INFONXX
- 3.5.3.1 INFONXX and 118 118 - The Number's mobile marketing service
- Chart 3.11: Percentage of respondents who called initial search
result number
- Chart 3.12: Percentage of respondents who called additional search
result number
- Chart 3.13: Percentage of respondents who saw clear benefits in
receiving additional number
- Chart 3.14: Percentage of respondents who were interested in an
enhanced offer
- 3.5.4 Nuance
- 3.6 Conclusion
Chapter 4. Future developments and strategies
- 4.1 Delivery of LBA services to change
- 4.1.1 Mobile search will remain critical to LBA
- 4.1.1.1 User behaviour to aid LBA
- 4.1.1.2 Technology will aid LBA through mobile search
- 4.1.1.3 Voice search and LBA
- 4.1.1.4 Benefits and drawbacks of voice search
- 4.1.2 Picture search and recognition
- 4.1.2.1 Bandai's ER Search
- 4.1.2.2 Daem Interactive
- 4.1.2.3 Location images and LBA
- 4.1.3 Social networking
- Chart 4.1: User generated content usage forecast as percentage of
total mobile subscribers, 2007-2012
- 4.1.4 Barcodes
- 4.1.4.1 Near Field Communication (NFC) Technology
- 4.1.5 Wireless technologies
- 4.1.5.1 The opt-in issue
- 4.1.5.1.1 The need for user profiling
- 4.1.5.2 Can such wireless technologies be used for LBA?
- 4.1.5.3 Mapion's Pointing Application
- 4.2 Who will be targeted
- 4.2.1 Younger market
- Chart 4.2: Total voice minutes by age demographic in the US, 2005
- Chart 4.3: Penetration of data packages by age demographic in the US,
H1 2005
- 4.2.2 The business market
- 4.3 Who will drive advertising?
- 4.3.1 The importance of involving smaller players
- 4.3.1.1 Local search and directory services
- 4.4 Pricing
- 4.4.1 Advertising based model - Blyk
- 4.4.1.1 Will ad-supported mobile succeed?
- 4.5 Forecasts
- 4.5.1 LBS subscribers
- Chart 4.4: LBS subscribers, 2007-2012
- Chart 4.5: Proportion of LBS funded by advertising forecast 2012
- 4.5.2 Revenue share
- Chart 4.6: ARPU share in 2007
- Chart 4.7: ARPU share forecast for 2012
Chapter 5. Conclusions and recommendations
- 5.1 Conclusions
- 5.1.1 The potential of LBA
- Table 5.1: Advantages of LBA
- 5.1.2 Technology to drive LBA
- 5.1.3 Delivery methods
- 5.1.4 Importance of fixed-line search engines
- 5.1.5 How long until LBA becomes profitable?
- 5.2 Recommendations
- 5.2.1 For mobile operators
- 5.2.2 For search vendors
- 5.2.3 For advertisers
- 5.2.4 For handset manufacturers
- 5.2.5 For DA/DQ providers
Organisations mentioned in this report
- 24
- 3
- AirG
- Airtel
- Amdocs
- Android
- AOL
- Apple
- Asda
- Ask
- AT&T
- Aussie Products
- Autodesk
- Bandai
- BBC
- BBDO
- BenQ
- Blyk
- Boost Mobile
- Buena Vista
- China Mobile
- Cineworld
- Coca-Cola
- Conduit
- CyberMap Japan
- Daem Interactive
- Denso-Wave
- Disney
- Domino's Pizza
- EDC
- Enpocket
- Ericsson
- Excell Services
- Experian
- Flickr
- Flytext
- Ford
- Gate5
- GeoVector
- go2
- Google
- GPShopper
- GSM Association
- Halfords
- HSBC
- HTC
- Hypertag
- INFONXX
- InfoSpace
- Jeep
- JumpTap
- KDDI
- KFC
- Label Mobile
- LG
- Liquid
- L'Oreal
- Magnet Harlequin
- Mapion
- MauiGames
- McDonalds
- Medio Systems
- Microsoft
- Mobile Entertainment Forum (MEF)
- Mobile Marketing Association
- MobilePeople
- Motorola
- m-spatial
- MTV
- MySpace
- NEC
- Nike
- NOAA
- Nokia
- NTT DoCoMo
- Nuance
- The Number
- Odeon
- Oracle
- Orange
- Pan MacMillan
- Pizza Hut
- Premier Travel Inn
- Procter and Gamble
- Promptu
- Qpass
- Rakuten
- RIM/BlackBerry
- Route 66
- Sainsbury's
- Samsung
- Sensis
- Siemens
- Softbank
- Sony Ericsson
- Sprint Nextel
- Starbucks
- SuperPages
- Telefonica Moviles
- TeleMas
- Tellme
- Telephia
- TELUS
- Tesco
- Time Warner
- T-Mobile
- Trimble
- V-Enable
- Verizon
- Vodafone
- VoiceSignal
- Virgin Mobile
- Vue
- Warhammer
- WhitePages
- Xero Mobile
- Yahoo
- Yell
- Yellow Pages
- YouTube
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