Global Location Based Advertising (LBA) Industry
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)
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Region/Country Players
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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
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To order this report:
Mobile Telephony Industry: Global Location Based Advertising (LBA) Industry
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Nicolas Bombourg
Reportlinker
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