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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.
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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 |
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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.
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
Organizations Mentioned in Report
24
3
AirG
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
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
3.2.1.1 Applications
3.2.2 Privacy and ethical issues
3.2.2.1 Opting-in to LBA
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
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