Global Location Based Advertising (LBA) Industry

Sep 08, 2011, 06:51 ET from Reportlinker

NEW YORK, Sept. 8, 2011 /PRNewswire/ -- Reportlinker.com announces that a new market research report is available in its catalogue:

Global Location Based Advertising (LBA) Industry

http://www.reportlinker.com/p0611070/Global-Location-Based-Advertising-LBA-Industry.html#utm_source=prnewswire&utm_medium=pr&utm_campaign=Mobile_Te

This report analyzes the worldwide markets for Location Based Advertising (LBA) in US$ Million. The report provides separate comprehensive analytics for the US, Canada, Japan, Europe, Asia-Pacific and Rest of World. Annual estimates and forecasts are provided for the period 2008 through 2017. The report profiles 52 companies including many key and niche players such as Apple, Inc., Google, Inc., mOcean Mobile, JiWire, Inc., JumpTap, Inc., Loopt, Inc., NAVTEQ, Placecast, Inc., TeleNav, Inc., and Yowza International Inc. Market data and analytics are derived from primary and secondary research. Company profiles are mostly extracted from URL research and reported select online sources.

1. INTRODUCTION, METHODOLOGY & PRODUCT DEFINITIONS 1

Study Reliability and Reporting Limitations 1

Disclaimers 2

Data Interpretation & Reporting Level 3

Quantitative Techniques & Analytics 3

Product Definitions and Scope of Study 3

2. INDUSTRY OVERVIEW 4

Location Based Advertising - Dawn of A New Era in Advertising 4

Growing Interest Among Stakeholders 5

Smart Phones Provide the Needed Impetus 5

LBA Drives Mobile Based Ad Services 6

LBA: A Boon for Merchants 6

Discount Coupons - Most Appealing LBA Segment 6

Geo-Location Data Vs Location Based Advertising 6

Opt-In, Opt-Out: Necessary for LBA Growth 7

Benefits of LBA 7

Retailers 7

Consumers 8

Mobile Operators 8

Growth Drivers 8

Mobile Search to Drive Growth 9

LBA: Noteworthy Trends 9

Advertisers Design Innovative Services 9

Context Sensitive Advertising: Significance of Context in LBA 9

New Technologies Drive Growth 10

Mobile Social Networking 10

CheckPoints, a New Location-Based Advertising Approach 11

Emergence of Location Exclusive Mobile Social Networks 11

Consolidation Grips the Industry 11

Key Mergers & Acquisitions in LBA Space (2010-2011 1stQ) 12

Key Partnerships in LBA Space 12

Current and Future Analysis 12

Teething Challenges 12

Privacy Concerns Remain Big Issue 13

Perception of Location-Based Advertising as Spam 13

3. MOBILE ADVERTISING 14

Mobile Advertising 14

Mobile Advertising - Business Segments 15

Mobile Advertising Segments: Breakdown Based On Segments and

Corresponding Ad Formats 15

Types of Mobile Advertising 15

In Page Advertising 15

SMS Advertising 15

Table 1: SMS Vs email Vs. Internet Display: Comparison of

Average Conversion Rate and CTR for Ads on SMS, email and

Internet Display (includes corresponding Graph/Chart) 16

Multimedia Messaging Service (MMS) 16

Viral Marketing 16

In-Game Marketing 17

Mobile Display Advertising 17

On-Device Mobile Display Ads 17

Off-Device Mobile Display Advertising 17

Mobile Advertising Revenue Models 17

Mobile Advertising Poses Challenges for Conventional Media 17

Trends 18

Technological Advancements in Mobile Marketing 18

Amplified Usage of Mobile Devices 18

Integration of Voice and Data Devices 18

Enrichment of Media Files 18

Minimized Ad Blindness and Higher Ad Clicks 19

Barcode Scanning 19

Focus on Geo Targeting/Location Based Ads 19

Decreased Time: Short Attention Span 19

Packaged Digital Media 19

Platform of the Future: Mobile App or Mobile Web 19

Increase in The Rate Of Innovation 20

4. LOCATION BASED SERVICES 21

Location Based Services - An Introduction 21

A Brief Historical Background 21

Developments in GPS, a Key Enabler, Drive Commercial

Feasibility of LBS 22

GPS-Enabled Touch-Screen Phones Propel Growth 23

Types of LBS 23

LBS Applications 24

Revenue Generation in Mobile LBS 25

Challenges 25

Future Prospects for LBS 27

Technical Potential 27

Growth Drivers 28

Innovations to Drive LBS Market 28

Competitive Landscape 28

Development of an Effective Business Model: Critical to Success 29

5. LOCATION BASED ADVERTISING 30

Location Based Advertising - An Introduction 30

The Need for LBA 30

Approaches in LBA 30

Push Approach/Push Advertising 31

Pull Approach/Pull Advertising 31

Location Based Advertisements on Mobile Devices 32

LBA Through High-Resolution Displays in Public Transport 32

LBA Ecosystem 32

Advertisers 32

Post-Click Services 32

Contextual Location Information 33

Location Granularity 33

Publishers 33

Native Applications 33

Application Aggregators 34

Websites 34

Advertisement Networks 34

Working of Location-Based Advertising 34

Benefits of Location Specific Advertising 35

Differences Between LBA and LBM 36

Significant Aspects of LBA 36

Reach 36

Relevance 36

Result/Redemption 36

Location Based Advertising: Properties and Challenges 36

Structural and Organizational Difficulties 37

Need for Transparency and Awareness 37

Scope of Location-Based Advertisements 37

6. TECHNOLOGY OVERVIEW 38

System Technology Outline 38

Security 38

Access Control and Management of Privacy 38

Redundancy and Better Reliability 38

Billing Feature 38

3G and GPRS 38

Service Provisioning 39

Adapters for Middleware 39

Management of Resources and Networks 39

Software Development Kit (SDK) 39

Location Broker 39

Geographical Information System (GIS) 39

SIM Tool Kit (STK) 40

User Profiles 40

Technology Employed for LBA 40

Outdoor Technologies 40

Wi-Fi 40

Merits and Demerits of Wi-Fi Location Technology 41

Global Positioning System (GPS) 41

Standalone GPS 41

Assisted GPS (A-GPS) 41

Cell-ID 41

Advantages and Disadvantages of Cell ID Location Technology 42

TDOA 42

AOA 42

Indoor Technologies 42

7. SMART PHONES 43

Smartphones: The Next Frontier for Mobile Devices 43

Smartphones Get "Smarter" 43

Vendors Extend Smartphones Beyond Voice & Data Communication 43

Smartphones to Support Richer Web Pages 44

Carriers to Promote Smartphones for Higher ARPU 44

Spurt in Wireless Mobile Internet Expands Smartphone Use 45

Table 2: World Market for Mobile Internet (2010): Breakdown

of Number of Mobile Internet Users in Million by Geographic

Region (includes corresponding Graph/Chart) 45

8. PRODUCT INNOVATIONS/INTRODUCTIONS 46

Caliper Offers NAVTEQ® Map Data in TransCAD® Transportation

Planning Software 46

Zain Kuwait Introduces AdZone in Middle East 46

Apple to Offer Location-Based Advertisements 46

Apple to Introduce iAd in Europe 46

Apple and Dentsu Group to Introduce iAds in Japan 47

Google Unveils Location-Based Mobile Banner Ads 47

iSIGN Media Solutions to Introduce Location-based broadcasting

in Wild Wing Restaurants 47

JiWire and Jeep Launch Location-Based Advertisement Platform 48

JiWire Introduces New Location-Based Advertising Platform 48

JiWire to Introduce JiWire Europe 48

LiveVana Innovations and Lepton Software Partner with Ybrant

Digital and Launch Location Based Advertising Platform 49

Loopt Launches Loopt version 4.0 49

Loopt Unveils New Mobile Rewards Game 49

Metaio to Introduce Ad-Inject for Junaio 50

MoVoxx Launches New Pilot with Citysearch 50

O2 Inks Licensing Contract with Placecast and Jointly

Introduces Geo-fencing Technology 51

SFR Regie Introduces New Location-Specific Mobile Advertising

Solution 51

Sheraton Introduces WiFi Network for Location Based Advertising 51

TeleNav Introduces Location Based Mobile Advertising Platform 51

XYMOB Unveils Location-Based Mobile Coupon Application for

Android and iPhone 52

Yowza Launches Mobile Coupons with Self-Serve Option 52

1020 Placecast and Alcatel-Lucent Jointly Launch Location

Based Advertisement Service 52

NAVTEQ Unveils LBA Service in Europe 52

NAVTEQ Introduces NAVTEQ LocationPoint™ Advertising 53

Vodacom Introduces New Location Based Advertising Service 53

StarHub Introduces First Nation-Wide Location-Based

Advertising in Singapore 54

9. RECENT INDUSTRY ACTIVITY 55

Poynt Purchases Location Advertising Assets of Go2 Media 55

NAVTEQ Signs Poynt as Publisher of NAVTEQ LocationPoint™

Advertisements 55

NAVTEQ Signs Telmap as Publisher for NAVTEQ LocationPoint™ 55

Google to Take Over AdMob 56

JiWire Acquires NearbyNow 56

NAVTEQ Takes Over Acuity Mobile 56

Yahoo Japan Takes Over Cirius Technologies 56

Velti Takes Over Ad Infuse 56

Mojiva Spins Off mOcean Mobile platform 57

Move Inks Agreement with Lat49 to Offer Location- Focused

Advertisements 57

FCC and NAVTEQ Sign agreement for US Broadband Data Analysis 58

JiWire Enters into Partnership with Borders Group 58

Loopt Enters into Partnership with Mobile Spinach 58

U.S. Cellular to Use Loopt's Assisted Location Solutions 59

Mojiva to Provide In-App Advertisements for Intel AppUpSM Center 59

NAVTEQ to Power Novel iPhone Application of AAA 59

Cellfun Selects mOcean Mobile Advertisement Platform 59

Nobex Selects Location Based Advertising Services of NAVTEQ 59

Apple Acquires Quattro 60

Millennial Media to Acquire TapMetrics 60

Opera Takes Over AdMarvel 60

Loopt Launches Pulse and Collaborates with NAVTEQ and Zagat 61

NAVTEQ Joins Forces with IPG Emerging Media Lab 61

Alcatel and Placecast Provide Location Based Mobile Advertising 61

Loopt Selects NAVTEQ LocationPoint Advertising 62

Nextar Selects NAVTEQ LocationPoint Advertising 62

Centrl Selects NAVTEQ LocationPoint Advertising 63

Jumptap Issued Third US Patent 63

Vodafone Utilizes Wayfinder For Location Based Advertising 63

AdMob Takes Over AdWhirl 64

NAC Acquires EarthLink 64

Useful Networks Takes Over KnowledgeWhere 64

CBS and Loopt Sign Agreement to Offer First Location- Based

Mobile Web Advertisements 65

Quattro and uLocate Provide Location-Based Ads on iPhone 65

NAVTEQ Invests in Acuity Mobile 65

10. FOCUS ON SELECT PLAYERS 66

Apple, Inc. (US) 66

Google, Inc. (US) 66

mOcean Mobile (US) 67

JiWire, Inc. (US) 67

JumpTap, Inc. (US) 68

Loopt, Inc. (US) 68

NAVTEQ (US) 68

Placecast, Inc. (US) 69

TeleNav, Inc. (US) 69

Yowza International Inc. (US) 70

11. GLOBAL MARKET PERSPECTIVE 71

Table 3: World Recent Past, Present and Future Analysis for

Location Based Advertising by Geographic Region - US, Canada,

Japan, Europe, Asia-Pacific and Rest of World Markets

Independently Analyzed with Annual Sales Figures in US$

Million for the Years 2008 through 2017 (includes

corresponding Graph/Chart) 71

Table 4: World 10-Year Perspective for Location Based

Advertising by Geographic Region - Percentage Breakdown of

Value Sales for - US, Canada, Japan, Europe, Asia-Pacific and

Rest of World Markets for the Years 2008, 2011 and 2017

(includes corresponding Graph/Chart) 72

12. THE UNITED STATES 73

A.Market Analysis 73

Outlook 73

Key Market Indicators 73

LBA - A Growing Market 73

B.Market Analytics 74

Table 5: US Recent Past, Current and Future Analysis for

Location Based Advertising Analyzed with Annual Sales

Figures in US$ Million for the Years 2008 through 2017

(includes corresponding Graph/Chart) 74

13. CANADA 75

Market Analysis 75

Table 6: Canadian Recent Past, Current and Future Analysis

for Location Based Advertising Analyzed with Annual Sales

Figures in US$ Million for the Years 2008 through 2017

(includes corresponding Graph/Chart) 75

14. JAPAN 76

A.Market Analysis 76

Outlook 76

LBS Market Scenario 76

LBA Market - Overview 77

Performance and Pricing of LBA 77

B.Market Analytics 77

Table 7: Japanese Recent Past, Current and Future Analysis

for Location Based Advertising Analyzed with Annual Sales

Figures in US$ Million for the Years 2008 through 2017

(includes corresponding Graph/Chart) 77

15. EUROPE 78

A.Market Analysis 78

Outlook 78

Current Scenario 78

Future Applications of LBA 78

Data Privacy Laws in Europe 79

B.Market Analytics 80

Table 8: European Recent Past, Current and Future Analysis

for Location Based Advertising by Geographic Region- France,

Germany, Italy, UK, Spain and Rest of Europe Markets

Analyzed with Annual Sales Figures in US$ Million for the

Years 2008 through 2017 (includes corresponding Graph/Chart) 80

Table 9: 10-Year Perspective for Location Based Advertising

by Geographic Region - Percentage Breakdown of Value Sales

for - France, Germany, Italy, UK, Spain and Rest of Europe

Markets for the Years 2008, 2011 and 2017 (includes

corresponding Graph/Chart) 81

16. ASIA-PACIFIC 82

A.Market Analysis 82

Outlook 82

Leading Markets in Asia 82

China 82

India 82

Factors Hampering LBS 83

Korea 83

New Zealand 84

B.Market Analytics 84

Table 10: Asia-Pacific Recent Past, Current and Future

Analysis for Location Based Advertising Analyzed with Annual

Sales Figures in US$ Million for the Years 2008 through 2017

(includes corresponding Graph/Chart) 84

17. REST OF WORLD 85

A.Market Analysis 85

Middle East 85

B.Market Analytics 85

Table 11: Rest of World Recent Past, Current and Future

Analysis for Location Based Advertising Analyzed with Annual

Sales Figures in US$ Million for the Years 2008 through 2017

(includes corresponding Graph/Chart) 85

COMPETITIVE LANDSCAPE

Total Companies Profiled: 52 (including Divisions/Subsidiaries - 58)

------------------------------------------

Region/Country Players

------------------------------------------

The United States 31

Canada 2

Japan 2

Europe 9

France 2

Germany 1

The United Kingdom 5

Rest of Europe 1

Asia-Pacific (Excluding Japan) 11

Middle East 1

Africa 2

------------------------------------------

To order this report:

Mobile Telephony Industry: Global Location Based Advertising (LBA) Industry

Mobile Telephony Business News

More  Market Research Report

Check our  Industry Analysis and Insights

Nicolas Bombourg

Reportlinker

Email: nbo@reportlinker.com

US: (805)652-2626

Intl: +1 805-652-2626

SOURCE Reportlinker



RELATED LINKS

http://www.reportlinker.com