North American Location-based Service MarketsMaturing Mobile Markets Look toward Location-based Services (LBS) to Maximize Commercial Success “Struggling to remain profitable amid price competition and falling average revenue per user (ARPU) from traditional voice services, mobile operators are actively searching for new strategies to build subscriber bases and reduce customer churn.” Wireless Communication Analyst Team Frost & Sullivan
Industry Trends • Increased churn and high customer acquisition costs challenge operators to introduce new services • Competitive pressures are driving carriers to develop location-based applications as a means of differentiation • FCC mandate requiring wireless carriers to provide E-911 location capabilities has accelerated investment in U.S.wireless location technology • Improved performance and compatibility of wireless application platforms enhance location offerings • A host of compelling, value-added location applications spark penetration rates
Mobile LBS Value Chain With no tangible return on investment from E911, operators are evaluating revenue-generating commercial location-based services in anticipation of leveraging these services to attract new customers and reduce churn. VALUE PROPOSITION
Key Features • Frost & Sullivan LBS Study provides: • Detailed insights into recent LBS developments, application • trends and technology deployments • Drivers, restraints, challenges, and strategic recommendations • Insights into revenue-generating potential for emerging • applications (includes ARPU for individual services) • Market sizing and competitive analysis • Market forecasts and opportunity analysis • Competitive profiles of market participants • Detailed demand analysis
What Apps is the Market Demanding? Emerging Revenue Sources • The variety and breadth of possible applications and services is overwhelming, from pure content and advertising, to emergency 911, navigational aids, and tracking services.
What is the Size of the Opportunity? Mobile LBS Penetration 2002 to 2008
Key Market Participants Allen Telecom, Inc. AT&T Wireless Auto Desk Cambridge Positioning Systems Ltd. Cingular Wireless Ericsson Intrado, Inc. Kivera LocatioNet, Inc. MapInfo Corp. Microsoft Mobility Motorola, Inc. Nextel Communications, Inc. Nokia Corp. Openwave Systems, Inc. (Formerly SignalSoft) SiRF Technology, Inc. SnapTrack, Inc. Sprint PCS Group Telcontar TeleCommunications Systems T-Mobile USA, Inc. TruePosition, Inc. Verizon Wireless, Inc. Vindigo, Inc. Webraska
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