Mobile Geotagging - a new market opportunity from within the LBS and UGC markets, Analysis and Forecasts 2009-2014

Table of Contents

Executive Summary

• E1. Development of location specific information as a commercial opportunity
• E2. Mobile geotagging - a new market opportunity within LBS and UGC markets
• E3. Mobile Geotagging and location aware services & advertising
  • Figure E1: The location-aware market in growth-phase
• E4. The significance of social networking and UGC for mobile geotagging
• E5. What does the future hold for mobile geotagging?
  • Figure E2: Mergers & Acquisitions in LBS and navigational services markets, 1999-2007
• E6. Scope of this report - an outline of each chapter

1. An overview of Geotagging market

• 1.1 Proliferation of location specific information
  • 1.1.1 The need to tag the information - how does it work?
  • 1.1.2 The commercial importance of tagging of locations, objects and data
• 1.2. Geotagging
  • 1.2.1 What is Geotagging?
  • 1.2.2. Use and benefits of Geotags
    • 1.2.2.1 Labelling, search and finding
      • Figure 1.1: Geotagged photos with POIs
    • 1.2.2.2 Advertising
      • Figure 1.2: Penetration of SMS and LBS usage by user profile
  • 1.2.3 Geotagging in photography
    • 1.2.3.1 Mapping photographs
    • 1.2.3.2 Cameras with built-in GPS
    • 1.2.3.3 Obstacles to development
• 1.3 Methods of geotagging photographic content
  • 1.3.1 Automatic method - using a connected GPS
    • 1.3.1.1 Automatic method - problems with location accuracy
      • Figure 1.3: Geographical issues with geocoding - photograph
  • 1.3.2 Synchronising with a separate GPS
  • 1.3.3 Manual geotagging
• 1.4. Different approaches to geographical identification of metadata to various media
  • 1.4.1. Auto-geotagging
    • 1.4.1.1 Location acquisition
    • 1.4.1.2 Real time media transfer
    • 1.4.1.3 Online mapping
    • 1.4.1.4 Auto-geotagging and privacy concerns
  • 1.4.2. Geocoding
    • 1.4.2.1 Reverse geocoding
    • 1.4.2.2 Geocoding - address interpolation
    • 1.4.2.3 Privacy concerns in geocoding and reverse geocoding
    • 1.4.2.4 Geographic information system (GIS)
    • 1.4.2.5 Geolocation
    • 1.4.2.6 Georeference
    • 1.4.2.7 GeoRSS
    • 1.4.2.8 GPS
      • 14.2.8.1 Galileo - Europe' s GPS
        • Figure 1.4: The $4.5bn Galileo navigation system expected to be ready by 2011/2012
      • 1.4.2.8.2 GPS in wireless
      • 1.4.2.8.3 Geotagging with GPS
        • 1.4.2.8.3.1 Geotagging with GPS - the capture and process
          • Table 1.5: GPS error sources
    • 1.4.2.9 Mobile blog
    • 1.4.2.10 Supranet
    • 1.4.2.11 Mobile tagging
    • 1.4.2.12 Geoblogging
• 1.5 Geotagging techniques
  • 1.5.1 GPS format
• 1.6 Geotagging standards in electronic file formats
  • 1.6.1 JPEG Photos
  • 1.6.2 HTML pages
    • 1.6.2.1 ICBM method
    • 1.6.2.2 RDF and RSS feeds
    • 1.6.2.3 Microformat
    • 1.6.2.4 Wikipedia
• 1.7. Geotagging in tag-based systems

2. Mobile Geotagging - market opportunity and driving factors

• 2.1 Access of Internet on mobile phone
  • Figure 2.1 Mobile internet users by 2014
• 2.2 Mobile phone as a camera
  • Figure 2.2: Japan survey - "How often do you use your video camera?"
  • 2.2.1 Trend in growth of high resolution cameras
  • 2.2.2 Will high resolution camera phones change the game for social networks?
    • Figure 2.3: Number of camera phones in market 2008 - 2014
• 2.3 Mobile Geotagging market opportunity - the current landscape
• 2.4 Market consolidation to offer increased opportunities for geotagging
  • Table 2.1: Number of companies acquired and merged between 1999-2008
  • 2.4.1 Google will continue to compliment growth in opportunities in diversification
    • 2.4.1.1 Google' s market strategy
• 2.5 Market opportunity for white-label applications developers
• 2.6 Market drivers to LBS and opportunities for geotagging
  • 2.7.1 Location as a mobile tool
  • 2.7.2 LBS to drive mobile content
    • Figure 2.4: Types of mobile avertising & marketing
• 2.8 Mapping key to Geotagging
• 2.9 Mobile social networks to grow in importance for geotagged content
• 2.10 Consumers to buy into device convergence

3. Geotagging and advertising

• 3.1 Success of contextually relevant advertising and marketing
• 3.2 LBS offering: market consolidation and competitive landscape
  • Table 3.1: Number of start-ups in LBS and geotagging markets
  • 3.2.1 Commoditisation of GPS
• 3.3 LBS market opportunity
  • 3.3.1 Potential for location-aware applications and Geotagging
  • 3.3.2 Key markets for LBS application
  • 3.3.3 Potential for LBS on mobile devices
• 3.4 How are LBS offered?
  • 3.4.1 Radiolocation through base stations
    • Figure 3.1: Mobile phone triangulation
  • 3.4.2 Building successful LBS applications on GPS: the key areas
    • 3.4.2.1 Mapping information
      • Figure 3.2: Location based services value chain
    • 3.4.2.2 Navigation services
    • 3.4.2.3 Point of interest information
    • 3.4.2.4 User-generated content
    • 3.4.2.5 Advertising
  • 3.4.3 Options on adding context to applications
    • 3.4.3.1 Using an on-device, third-party map data and visualization application
    • 3.4.3.2 Using a web-based GIS service
    • 3.4.3.3 Embedding a third-party GIS engine
      • Figure 3.3: Atlas mobile search
• 3.5 Mobile search
  • 3.5.1 Search is vital to mobile advertising
  • 3.5.2 US mobile search ad revenues
  • 3.5.3 Mobile search: the current market status
    • Figure 3.4: Top search engines by marke share (%)
  • 3.5.4 Competitive landscape of mobile search
  • 3.5.5 Google leads the mobile search market
    • Figure 3.5: Percentage of US searches among leading search engine providers Feb-2008-2009
  • 3.5.6 The future of mobile search
    • Figure 3.6: US mobile search demography (%) Feb 2008-2009
    • 3.5.6.1 Localisation the key to mobile search future
  • 3.5.7 Challenges confronting mobile search
• 3.6 Location-based advertising
  • 3.6.1 Current market for mobile LBA
  • 3.6.2 Mobile web usage to spur growth in mobile ad sector
  • 3.6.3 Future of Mobile LBA
    • Figure 3.7: Cisco projects mobile data traffic will increase 66X from 2008 to 2013
  • 3.6.4 LBA to get boost from LBS
  • 3.6.5 LBA driving factors and barriers
    • 3.6.5.1 The importance of search to LBA
    • 3.6.5.2 Mobile social networking and LBA
    • 3.6.5.3 Barriers to LBA success
  • 3.6.6 Mobile LBA technologies

4. Geotagging and social networking

• 4.1 Social networking market trends
  • 4.1.1 Growth in online communities
  • 4.1.2 Social networks the 4th largest sector on Internet
    • Figure 4.1: Mobile communities 4th largest sector on Internet
  • 4.1.3 Users now spend more time on social networking
    • Figure 4.2: Time spent by consumers on social networks globally
  • 4.1.4 The change in social networks user landscape: a shift towards ' broader and older' audience
    • Figure 4.3: Changing social networks user landscape to ' broader & older' audience
  • 4.1.5 Growth in social networks revenues: How MySpace and Facebook have expanded
• 4.2 Social networking on mobile phones
  • 4.2.1 Mobile social networks
    • Figure 4.4: Mobile communities users as % of total mobile subscribers, 2009-2014
  • 4.2.2 Worldwide popularity of mobile communities
    • Figure.4.5: Top 10 websites globally by reach, April-May 2009
• 4.3 Mobile social networking and UGC
  • 4.3.1 The importance of instant content
  • 4.3.2 Content breeds content
• 4.4 Geotagging on social networks
  • 4.4.1 The importance of geotagging in social networking
  • 4.4.2 Geosocial networks - the location-specific networking
  • 4.4.3 Geotagging online content
  • 4.4.4 Building applications with geotagged content
• 4.5 Generating revenue through mobile social networks
• 4.6 Barriers to mobile communities
• 4.7 Social networking - the current market landscape
  • 4.7.1 GeoSentric' s GyPSii
    • Figure 4.6: GyPSii geo-location technology
  • 4.7.2 Rixome
  • 4.7. 3 Geoblogging - Nokia' s Lifeblog
    • Table 4.1: Nokia Lifeblog phone
• 4.8 Geotagging of news and Citizen Journalism
  • 4.8.1 How it works
  • 4.8.2 Hyperlocal news
  • 4.8.3 newsBreakr
  • 4.8.4 Google News Timeline
    • Figure 4.7: Google News Map visualises online news popularity

5. The current market landscape of digital mapping and navigational services market

• 5.1 The key players
  • Table 5.1. The online mapping market landscape
• 5.2 Google will continue to consolidate its lead position
  • Table 5.2: Portfolio of Google' s digital mapping & navigational services
  • 5.2.1 Google and digital mapping
  • 5.2.2 Google Maps for developers
  • 5.2.3 Google maps for mobile phones
  • 5.2.4 Google and Picasa
    • Figure 5.1: Google top-10 properities
  • 5.2.5 Google and Wikipedia
  • 5.2.6 Google Latitude
• 5.3 Microsoft
  • 5.3.1 Microsoft and Multimap
• 5.4 Yahoo!
  • 5.4.1 Yahoo and Flickr
  • 5.4.2 Yahoo and Zonetag
• 5.5 Nokia
  • 5.5.1 The evolution of geotagging on Nokia Nseries devices
  • 5.5.2 Nokia and Navtaq
• 5.6 Tele Atlas
• 5.7 TomTom
• 5.8 Geotate and u-Blox
• 5.9 Locr
• 5.10 Loki from Skyhook
• 5.11 Mappr
• 5.12 i-gotU
• 5.13 Woophy

6. Market developments

• 6.1 Main happenings in geotagging sector
• 6.2 Facebook backs down on privacy policy, to develop new terms
• 6.3 Cisco adds social networking to its forte
• 6.4 Sony' s new camcorder with GPS geotagging
• 6.5 HTC Touch Cruise with new geotagging application
• 6.6 BlackBerry OS 5.0 update with geotagging application
• 6.7 Locr' s new location-enabled travel photo book
  • Figure 6.1. Locr' s new travel photo book
• 6.8 iPhoto update helps show merits of geotagging
• 6.9 Twitter reinstates SMS services to UK mobile users
• 6.10 LG new Viewty includes geotagging capabilities
• 6.11 New geotagging method draws on Flickr photos.
• 6.12 Google lunches Flu Trends application
• 6.12 Geotagging for Nikon dSLRs
• 6.13 Google launches new applications with the Latitude service
  • Figure 6.2: Google' s Latitude service, how it works
• 6.14 Nokia updates Ovi Maps to enable "Social Location"

7. Analysis and forecast

• 7.1 Growth in LBS
• 7.2 Possible LBS markets: an outline
• 7.3 Main drivers towards future growth in LBS
• 7.4 LBS growth: by revenue
• 7.5 LBS growth by subscribers
• 7.6 GPS in mobile handsets
• 7.7 The growth of geotagging on the net
• 7.8 Security concerns in LBS
  • 7.8.1 Safety and security as market drivers
  • 7.8.2 Spoofing the location finder in Apple' s iPhone
  • 7.8.3 Controversy in UK over Google' s Street View
• 7.9 The importance of user privacy

8. Conclusion and recommendations

• 8.1 Mobile LBS grow in importance
• 8.2 How will geotagging be monetised? - Issues and challenges
• 8.3 Device convergence will be significant to geotagging
• 8.4 Who is offering a geotagging system?
• 8.5 Consideration to data costs vital to all markets, including geotagging
• 8.6 Ad-funded content and data costs
• 8.7 Technology unification
• 8.8 Recommendations
  • 8.8.1 For network operators
  • 8.8.2 For handset manufacturers
  • 8.8.3 For developers
  • 8.8.4 For advertisers

• 3UK
• @Road
• 3deep
• A2B
• AdMob
• Apple
• Ask.com
• AskMen
• Avenue A Razorfish
• ActSoft
• Aligo
• Alturion
• Applied Generics
• AutoTrak GPS
• ActSoft Systems
• Andrew
• Aligo
• AOL
• AirPhoto USA
• Airflash
• AirSage
• Atlas
• Bebo
• BuzzCity
• Bell Mobility
• Broadcom
• Benefon
• bFound
• Canon
• ChaCha
• Citysearch
• Cisco
• Carnegie Mellon researchers
• CNET News
• Corrigo
• Centrality Communications
• Conexant
• DeLorme
• Dash Navigation
• Digg
• Del.icio.us
• Dailywireless
• DigitalGlobe
• Digital Cyclone
• Datafactory
• dodgeball
• European Space Agency
• EveryBlock
• Electronic Privacy Information Center
• ETH Zurich Department of Computer Science
• Enuvis
• ERDAS
• Flickr
• Facebook
• Firefox
• Fox Interactive Media
• Foolography
• Frappr
• FourSquare
• Freshlogicstudios
• Galileo
• Google Earth
• Google Maps
• Garmin
• Google Latitude
• GyPSii
• Google News Timeline
• GeoTango
• Geotate
• gigaom.com
• GE Equipment
• GlobeXplorer
• Garmin
• Global Locate
• GeoSolutions BV
• GlobeXplorer
• Gate5
• GeoTango
• Geo Invent
• GE
• geosnapper.com
• GDT
• Gowalla
• gsmarena
• Geoportail
• Hitwise
• HTC
• Hellman & Friedman and Texas Pacific Group
• Hughes
• Homeland Security
• H2 Technologies
• InfoSplit
• IGN
• i-gotU
• InfoSpace
• ImageAmerica
• IT2ME
• Intergraph
• Intransix (All Sport GPS)
• ipling
• JuiceCaster
• Juice Wireless
• JumpTap
• Jutut
• Jaiku
• Kelsey
• Keyhole
• Kivera
• Kakiloc
• Limbo
• LG
• LifeLogger
• Lop
• LiveJournal
• LifeType
• Locr
• Lars Aronsson
• Local.com
• Leica
• Lipidlabs
• Ionic
• Indus
• Loopt
• Live Search Maps
• Microsoft Corporation
• Microsoft Virtual Earth
• MapWith.Us
• Multimap
• Myspace
• Mobile Marketer
• Medio
• Millennial Media
• MocoSpace
• Mobimii
• Mobikade
• MediaBlog
• Mappr
• Motricity
• MapInfo
• mBiztech
• MobileAria
• Motion Based
• MDSI
• Motorola (GPS Holdings)
• Magellan
• Magellan
• MapQuest
• Mutually Inclusive PR
• Map24
• MapQuest
• Nikon
• Nordic Museum
• Nokia
• Navteq
• NearU Search
• Nokia Media Network
• News Corp
• nrme
• newsBreakr
• NBC' s Heroes
• Netsize
• Nordisk familjebok
• NOAA
• Navicore
• NetworkCar
• National Geographic
• Nortel (GMLC assets)
• Openwave
• Orbimage
• O2
• Orbimage
• OpenStreetMap
• Ovi Maps
• Pixxures
• Panoramio
• Pelago
• Photobucket
• PlaceBlogger
• Patch
• Palm
• Picasa
• Philips
• Privacy International
• Platial
• Pitney Bowes
• Punch Telematix
• PlanetLin
• PremierGuide
• Pelago
• Pictometry
• Qeep
• Qualcomm
• Quattro Wireless
• Qype
• Outside.in
• Quova
• Qualcomm
• Ricoh
• RIM
• Ringleader Digital
• Rotten Tomatoes
• Rixome
• Royal Artist Club
• Sanef
• Sony Corporation
• Swedish National Museum of Fine Arts
• Sony Ericsson
• Sense Networks
• Samsung
• Sky
• SaunaBlog
• Skyhook Wireless
• SiRF
• SignalSoft mobile
• SignalSoft bFound
• Snaptrack
• Spacient
• Space
• Southbank Systems Limited
• Smallworld
• Socialight
• SocialBomb
• Seat Pagine Gialle
• The Royal Stockholm Palace
• TomTom
• TeleAtlas
• Twitter
• The Nielsen Company
• T-Mobile
• TypePad
• Tim Kring
• TEVA
• TruePosition
• Trimble
• Telemedicus
• Terion
• The Map Network
• Traffic.com
• TCS
• Thales
• Thompson Associates
• TerraServer-US
• Terralink International
• u-Blox Holding
• UK Press Gazette
• UK Information Commissioner
• Useful Networks
• Ulocate
• Vodafone
• Virgin
• Vexcel
• Vicinity Corporation
• Vista Equity Partners/MDSI
• Vexcel
• Vista Equity
• Vindus
• Vicinity
• Wayfinder
• Wikipedia
• WhosHere
• Whrrl
• Woophy
• whatjapanthinks
• Wallace Wireless
• Wireless Matrix
• Webraska
• WhereNet
• WhereOnEarth
• Webraska
• Wildflower Productions
• Wave 8 survey
• Whatis.com
• Wireless-Technologies
• XeDAR
• Yahoo!
• YouTube
• Yelp
• YellowPin
• Yahoo! Maps
• Zintin
• Zonetag
• Zebra