Reportlinker Adds Mobile Navigation Services - 4th Edition

Oct 21, 2010, 10:17 ET from Reportlinker

NEW YORK, Oct. 21 /PRNewswire/ -- announces that a new market research report is available in its catalogue:

Mobile Navigation Services – 4th Edition–-4th-Edition.html


Executive summary

Handset-based navigation services are growing in popularity because of better availability of GPS handsets, improved performance, higher awareness and lower costs. Even though PNDs and in-car navigation systems often provide a better user experience than handset based navigation services, new handset models designed especially for navigation have closed the gap considerably. Besides car navigation, the main use case for handset-based navigation can well become pedestrian and multimodal navigation services. Outside the car, many users are likely to choose to carry only one device, which is highly likely to be the mobile phone. Numerous navigation enabled devices and services will co-exist for several years to come. Many consumers are also likely to use more than one device or service concurrently, with different devices and services tailored for specific purposes. There are now well over 200 million turn-by-turn navigation systems in use worldwide, including about 40 million factory installed and aftermarket in-dash navigation systems, more than 120 million Personal Navigation Devices (PNDs) and an estimated 44 million navigation enabled mobile phones. PNDs still dominate the personal navigation market, especially in Europe and North America, but more and more handset owners are discovering navigation software and services for mobile phones. Navigation services are primarily available as on-board applications with map data stored in the memory of the handset and off-board services that rely on maps stored on a server. Over time, many of these solutions will converge into hybrid services that store frequently used maps in the internal memory and leverage wireless connectivity to access dynamic content such as traffic flow information, fuel prices and weather. In the future, virtually all GPS enabled handsets can be expected to have mapping and navigation software as part of the standard feature set.

The main distribution channels for handset navigation services include mobile network operators, handset vendors, on-device application stores and various forms of content providers. At the end of Q2-2010, about 65 percent of the global active user base subscribed to a service marketed by a mobile operator and 15 percent used a service bundled with a GPS handset. The arrival of app stores has created a new channel to reach a broad audience of handset users. More than 15 percent of active users of mobile navigation services have downloaded their application from an application store. Common propositions for off-board navigation services include daily, monthly and yearly subscriptions. On-board apps for smartphones are usually sold for a one-time fee entitling perpetual use. However, Google and Nokia's launch of free services have forced other actors to adjust their business models. During 2010, several operators have reduced prices for monthly and yearly subscriptions by 30 to 50 percent. Many operators are also introducing service bundles that include navigation with voice and data subscriptions. At the same time, service providers and operators try to differentiate their services by adding unique local content and features such as yellow pages, restaurant and event guides. Some operators have even started to offer basic navigation services to all subscribers for free without requiring purchase of service plans. The intent is to generate revenues from up-selling features, complementary services and content through in-app shops. By ensuring broad availability and high usage, operators can also monetise services through higher adoption of data plans and possibly advertising revenues in the future. The number of active navigation service users, i.e. those that have used a navigation service at least once per month, reached an estimated 44 million worldwide at the end of Q2-2010. Berg Insight forecasts the number of active users to surpass 60 million in Europe and 50 million in North America respectively in 2015. In other parts of the world, handset-based navigation services are likely to become the main form of personal navigation solution already in the next few years and total active users is expected to reach 85 million at the end of 2015.

Table of Contents

Table of Contents i

List of Figures vi

Executive summary.1

1 Mobile navigation solutions .3

1.1 Portable navigation solutions ..3

1.1.1 Evolution of portable navigation systems .4

1.1.2 The performance gap between PNDs and smartphones is closing.5

1.2 Enabling technologies.7

1.2.1 Satellite positioning technologies .7

1.2.2 Navigation software platforms...8

1.2.3 Handset operating systems and software platforms 9

1.3 Handset segments and device categories10

1.3.1 Handset segments ..10

1.3.2 Handset form factors and categories..10

1.3.3 GPS handset trends 12

1.4 Handset-based mapping and navigation service trends ..13

1.4.1 Mobile local search and information services.13

1.4.2 Mapping and routing services.13

1.4.3 Turn-by-turn navigation services.14

1.5 Navigation service distribution channels and business models ...17

1.5.1 Mobile network operators ...17

1.5.2 Handset vendors .18

1.5.3 Search and mapping service providers ..18

1.5.4 On-device application stores provide a new channel to the market...19

1.5.5 Active handset navigation users .22

2 Map data and content providers23

2.1 Digital map data and content suppliers 25

2.1.1 NAVTEQ ..26

2.1.2 Tele Atlas.28

2.1.3 AND .30

2.1.4 OpenStreetMap...30

2.1.5 AutoNavi ..31

2.1.6 Blom 31

2.1.7 CloudMade..32

2.2 Travel guide, POI data and weather information providers...33

2.2.1 Fodor's 33

2.2.2 Langenscheidt.33

2.2.3 Mairdumont .33

2.2.4 RoadPilot .34

2.2.5 ViaMichelin ..34

2.2.6 Wcities .34

2.3 Traffic information providers..35

2.3.1 AirSage36

2.3.2 INRIX36

2.3.3 ITIS Holdings...37

2.3.4 Mediamobile37

2.3.5 SmartRoute Systems...38

2.3.6 TrafficCast ...38

2.3.7 Trafficmaster38

3 Navigation software developers 39

3.1 On-board navigation software developers 41

3.1.1 ALK Technologies: Expanding direct-to-consumer sales through app stores ...42

3.1.2 Geolife: Developer of the Navmii low cost navigation application..43

3.1.3 Intrinsyc Software: Navigation and LBS partner for OEMs.43

3.1.4 NAVIGON: Deploying free navigation apps with T-Mobile group...44

3.1.5 NavNGo: White-label developer seeking growth in the in-dash market.45

3.1.6 NDrive: Aims for growth through low cost navigation apps ...46

3.1.7 ROUTE 66: Develops white-label software for Samsung and HTC 46

3.1.8 Sygic: Navigation with support for 3D hardware acceleration47

3.1.9 TomTom: Vertically integrated navigation solution vendor 48

3.2 Server-based navigation solution developers ...49

3.2.1 amAze GPS: Ad-sponsored navigation from LocatioNet Systems.51

3.2.2 Appello Systems: Continues expansion outside Europe52

3.2.3 deCarta: Leading white-label geospatial software developer.54

3.2.4 Fullpower Technologies: Leading iPhone navigation app developer in the US.56

3.2.5 NaviExpert: Leveraging the customer-base for GPS probe traffic data..56

3.2.6 NAVITIME: Leading Japanese navigation provider 57

3.2.7 Nokia Ovi Maps: Free mapping and navigation bundling with GPS handsets ..57

3.2.8 TeleCommunication Systems: True end-to-end LBS provider ...59

3.2.9 TeleNav: World leading handset navigation service provider 60

3.2.10 Telmap: Leading navigation service provider in EMEA ..62

3.2.11 UbiEst: Expanding from fleet management into tracking and navigation ..64

3.2.12 Yapp Mobile: Focuses on the Australian and New Zeeland markets.64

4 Mobile operator service offerings ..65

4.1 Navigation services from mobile operators in North America...65

4.1.1 AT&T Wireless .67

4.1.2 Bell Mobility .67

4.1.3 Rogers Wireless ..68

4.1.4 Sprint Nextel 68

4.1.5 TELUS .69

4.1.6 Verizon Wireless..69

4.2 Navigation services from mobile operators in Europe ..70

4.2.1 Orange Group .72

4.2.2 Telefonica Group.74

4.2.3 Telekom Austria Group ...75

4.2.4 TeliaSonera Group ..76

4.2.5 T-Mobile...77

4.2.6 Vodafone Group..78

4.3 Navigation services from mobile operators in Asia Pacific ...80

4.3.1 Country profile: Australia.81

4.3.2 Country profile: Japan.82

4.3.3 Country profile: South Korea...84

4.3.4 Country profile: Taiwan ...85

4.3.5 SingTel Group .85

4.3.6 Tata Indicom86

4.3.7 Vodafone New Zealand...87

4.4 Navigation services in other countries ..87

4.4.1 Country profile: Israel ..87

4.4.2 Country profile: South Africa ...88

4.4.3 America Movil ..89

4.4.4 NII Holdings.90

4.4.5 Vivo Brazil90

4.4.6 Mobile TeleSystems 91

5 Branded service offerings..93

5.1 Directory publishers and search engines..94

5.1.1 Ask Mobile GPS still available for select Sprint handsets...96

5.1.2 DasOrtliche: Looking for a new service provider for free navigation ..97

5.1.3 Eniro: Leading directory provider in the Nordics 97

5.1.4 Google: Deploying free navigation for Android handsets...97

5.1.5 Microsoft: Turn-by-turn directions now part of Bing maps for smartphones..98

5.2 Mapping and travel portal providers .99

5.2.1 Falk..99

5.2.2 MapmyIndia.99

5.2.3 Mappy100

5.2.4 MapQuest..101

5.2.5 Rand McNally 101

5.2.6 ZENRIN..102

5.3 Off-road navigation and recreational applications ..103

6 Device vendor offerings ...105

6.1 Handset market developments ...105

6.1.1 Handset shipments and market shares 105

6.1.2 GPS handset shipments ...106

6.1.3 Handset vendor OS strategies ..107

6.2 Handset vendor navigation service strategies 108

6.2.1 Nokia .109

6.2.2 Samsung Electronics 110

6.2.3 LG Electronics ...111

6.2.4 Sony Ericsson ...112

6.2.5 Motorola 112

6.2.6 Research In Motion ...113

6.2.7 Garmin...114

7 Market trends and forecasts 117

7.1 Mobile navigation market trends .117

7.1.1 Smartphones and GPS-enabled handsets becoming ubiquitous117

7.1.2 Consumer interest in navigation services continues to grow ...118

7.1.3 Evolution of navigation application functionality...120

7.1.4 Evolution of sales channels...121

7.1.5 New business models for navigation services..122

7.2 Mobile navigation services in Europe..124

7.2.1 Service provider market shares 124

7.2.2 Subscriber and revenue forecasts 125

7.3 Mobile navigation services in North America ..127

7.3.1 Service provider market shares 127

7.3.2 Subscriber and revenue forecasts 128

7.4 Mobile navigation services in ROW.130

7.4.1 Leading service providers .130

7.4.2 Subscriber and revenue forecasts 130

Glossary .133

List of Figures

Figure 1.1: Evolution of portable navigation solutions ...5

Figure 1.2: Advantages and disadvantages of handset-based navigation solutions.6

Figure 1.3: Mapping and navigation server platform..8

Figure 1.4: Examples of mobile handset form factors..11

Figure 1.5: Number of GSM/WCDMA GPS-handset models by category (2006-2010)...12

Figure 1.6: On-board navigation application screenshots ...15

Figure 1.7: Advantages and disadvantages of on-board and off-board navigation.16

Figure 1.8: Off-board navigation application screenshots17

Figure 1.9: Examples of mobile application stores (September 2010) 20

Figure 1.10: Android, BlackBerry and iPhone navigation app developers ..21

Figure 1.11: Active navigation users by distribution channel (2008-2010)...22

Figure 2.1: Examples of content providers...24

Figure 2.2: Major international digital map data suppliers ...25

Figure 3.1: On-board navigation feature comparison (September 2010) 40

Figure 3.2: Off-board navigation feature comparison (September 2010) 41

Figure 3.3: Examples of on-board navigation application developers .42

Figure 3.4: Off-board navigation solution developers ..50

Figure 4.1: Navigation offerings from North American operators (September 2010) ..66

Figure 4.2: Navigation offerings from European operators (September 2010)71

Figure 4.3: A1 Navi navigation service packages.....75

Figure 4.4: Examples of navigation offerings from APAC operators (September 2010)..80

Figure 5.1: Examples of branded navigation service providers ...93

Figure 5.2: Directory provider distribution channels and business models.95

Figure 6.1: Tier 1 mobile phone and smartphone vendor market shares..106

Figure 6.2: Vendor market shares, GPS-enabled GSM/WCDMA handsets outside Japan ...107

Figure 6.3: Garmin nuvifone GPS handsets ...115

Figure 7.1: GPS-enabled handset shipments by region (2008–2015) ...118

Figure 7.2: Active handset navigation users (Worldwide 2006-2010) 119

Figure 7.3: New business models for mobile navigation services .122

Figure 7.4: Active handset navigation users (EU27+2 2006-2010) ...124

Figure 7.5: Handset navigation service forecast (EU27+2 2008-2015) .125

Figure 7.6: Handset navigation service revenue forecast (EU27+2 2008–2015) ..126

Figure 7.7: Handset navigation service market shares (North America 2006-2010)..127

Figure 7.8: Handset navigation service forecast (North America 2008-2015)128

Figure 7.9: Handset navigation service revenue forecast (North America 2008-2015)..129

Figure 7.10: Handset navigation service forecast (ROW 2008-2015).131

Figure 7.11: Turn-by-turn navigation service revenues (ROW 2008–2015)132

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