Mobile LBA 2009-2014: how to generate revenue by advertising on mobile content, LBS and mobile search

Table of Contents

Executive summary

• E1 Mobile advertising
• E2 Evolution of location based advertising
• E3 Market opportunity for Mobile LBA
  • E3.1 Mobile LBS
  • E3.2 Mobile search and LBA
  • E3.3 Mobile social networking and UGC
• E4. What does this report contain?- a chapter-wise outline

1. An overview of Mobile LBA

• 1.1 Introduction
  • 1.1.1 Mobile as media
    • Table 1.1 Short Message Service-defined
• 1.2. Mobile advertising
  • 1.2.0 The emergence of mobile advertising
  • 1.2.1 Types of mobile ads
    • 1.2.1.1 SMS
      • Table 1.2 Global SMS user-base
    • 1.2.1.2 Premium SMS
  • 1.2.2 MMS
    • Figure: 1.1 Use of mobile data services by the US consumers (mn) 2007-2008
  • 1.2.3 Banner advertising
  • 1.2.4 Mobile gaming
  • 1.2.5 Interactive advertising
  • 1.2.6 Viral advertising and marketing
    • Table 1.3. Mobile viral marketing
• 1.3 Evolution of Mobile LBA
  • Figure 1.2 The location-aware market in growth-phase
  • 1.3.1 Location as a mobile tool
  • 1.3.2 LBS
  • 1.3.3 How are LBS offered?
    • 1.3.3.1 Radiolocation through base stations
      • Figure 1.3. Mobile phone triangulation
  • 1.3.4 GPS
    • Table 1.4: GPS error sources
    • 1.3.4.1 GPS in mobile handsets
• 1.4 Mobile search
  • Figure 1.4 Atlas mobile search
  • 1.4.1 Types of mobile search
    • 1.4.1.1. Mobile local search
• 1.5.1 Approaches to LBA
  • 1.5.1.1 Push
  • 1.5.1.2 Pull
  • 1.5.1.3 Targeted advertising and privacy concerns
• 1.6 How does LBA work?
• 1.7 Potential for LBA
  • 1.7.1 Reach
  • 1.7.2 Relevance
  • 1.7.3 Results
• 1.8 Mobile LBA technologies

2. LBA current market landscape

• 2.1 Current market for LBA
• 2.2 Mobile LBA
• 2.3. Will LBA really work?
• 2.4. LBS
  • 2.4.1 Evolution of LBS
  • 2.4.1 Current market for LBS
  • 2.4.2 Market consolidation
    • Figure 2.1. Mergers & Acquisitions in LBS and navigational services markets, 1999-2008
    • Table: 2.1. A number of start-ups in the LBS and geotagging markets
  • 2.4.3 Why LBS important to mobile?
  • 2.4.4 LBS market opportunity
    • 2.4.4.1 GPs in handsets
• 2.5 Mobile search
  • 2.5.1 The importance of mobile search to advertising
  • 2.5.2 Mobile search current landscape
    • Figure 2.2. Top search engines by market share (%)
  • 2.5.3 Mobile social networking and targeted advertising
• 2.6 Mobile advertising
  • 2.6.1 Mobile advertising grows in demand
    • Figure 2.3. UK Ad Spend Growth 2007-2008
    • Figure: 2.4. US Ad Spend Growth 2009-2014
  • 2.6.1 US mobile ad revenues
  • 2.6.3 Mobile ad campaigns
  • 2.6.4 Mobile ad inventory
  • 2.6.5 The mobile user and advertiser relationship
  • 2.6.6 Ad-supported mobile gaming
• 2.7 Mobile social networking and UGC markets
  • 2.7.1 The importance of instant content
  • 2.7.2 Content breeds content

3. LBA market driving factors

• 3.1 Mobile advertising
  • 3.1.1 Mobile advertising market trends
    • Table 3.1. Quarter-over-quarter increase (%) in mobile advertising awareness
  • 3.1.2 Ad networks to drive mobile advertising
  • 3.1.3 Mobile ad inventory
• 3.2 Factors to be instrumental to LBA growth
  • 3.2.1 Mass market drivers
    • 3.2.1.1 Popularity of mobile phone as first choice communication media
    • 3.2.1.2 Mobile phone services market
    • 3.2.1.3 Mobile phone shipments
      • Figure 3.1. Global handset sale forecast (2009-2014) and smartphone share %
    • 3.2.1.4 Smartphones market share
    • 3.2.1.5 Mobile phone connections
    • 3.2.1.6 Mobile broadband
      • 3.2.1.6.1 3G uptake
      • 3.2.1.6.2 Mobile data drives investment in mobile broadband
        • Figure 3.2: Cisco projects mobile data traffic will increase 66X from 2008 to 2013
• 3.3. LBS market
  • 3.3.1 What will drive LBS Market
  • 3.3.2 Market forces
  • 3.3.3 Competitive forces
  • 3.3.4 Technology forces
  • 3.3.5 Pricing
  • 3.3.6 LBS potential markets
  • 3.3.7 Future of LBS services
• 3.4 Market for LBA
  • 3.4.1 Individual users
    • 3.4.1.1 Youth market segment
      • Figure 3.3. Changing social networks user landscape to ' broader & older' audience
  • 3.4.2 The business user market
• 3.5 Mobile search
  • 3.5.1 Mobile search differs from fixed line search
    • Table 3.2. Key differences between fixed line and and mobile search
  • 3.5.2 The importance of mobile search to LBA
  • 3.5.3 SMS to change the way for mobile search
  • 3.5.4 Mobile local search to grow in demand
    • 3.5.4.1 Importance of maps to mobile local search
  • 3.5.5 Voice search and LBA
  • 3.5.6 Advantages and disadvantages of voice search
  • 3.5.7 Picture search and recognition
  • 3.5.8 Location scenario search and LBA
  • 3.5.9 Mobile web usage to spur growth in mobile ad sector
  • 3.5.10 User-profiling to aid LBA
• 3.6. Mobile Social Networking and LBA
  • 3.6.1 Popularity of mobile communities grows worldwide
    • Figure 3.4. Top 10 websites globally by reach, April-May 2009
  • 3.6.2 MSN and UGC
  • 3.6.3 The importance of instant content
• 3.7 Mobile LBA technologies
  • 3.7.1 Technological advancement to boost LBA prospects
  • 3.7.2 Mobile barcodes
  • 3.7.3 NFC
  • 3.7.4 Wireless technologies
  • 3.7.5 Application of wireless technologies for LBA
• 3.8 Mobile LBA market growth forces
  • 3.8.1 Smaller players vital for LBA future
  • 3.8.2 Mobile local search and directory services

4. How to deliver LBA: issues and market barriers

• 4.1 Barriers
  • Figure: 4.1. US search engine market share (2008-2009)
  • 4.1.1 Cost of search applications
  • 4.1.2 Fixed line players move to mobile
• 4.2 Google Mobile internet and image Search
  • 4.2.1 The dotMobi
  • 4.2.2 Google mobile websearch
  • 4.2.3 Google mobile local search
    • 4.2.2.1 The dotMobi Advisory Group
  • 4.2.4. Acquisitions to boost Google' s Mobile Search and advertising
  • 4.2.5. Google' s GOOG411 services
  • 4.2.6. Google android success story
    • 4.2.6.1 Open handset alliance
  • 4.2.7. Brand dilution issues
• 4.3 Yahoo
  • 4.3.1 Yahoo mobile search
  • 4.3.2 Yahoo oneSearch
  • 4.3.3 Yahoo and Flicker
  • 4.3.4 Yahoo mobile publisher services
  • 4.3.5 Yahoo! mobile ad network
  • 4.3.6 Yahoo! Mobile site submit
  • 4.3.7 Yahoo! mobile content engine
• 4.4 Microsoft
• 4.5 Other vendors
  • 4.5.1 Nokia
    • 4.5.1.1 Nokia Mobile Search
    • 4.5.1.2 Nokia LBS
    • 4.5.1.3 Nokia Ad Service and Ad Connector
    • 4.5.1.4 Nokia' s future strategy
    • 4.5.1.5 Evolution of Nokia' s NSeries devices
    • 4.5.1.6 Nokia and Navtaq
  • 4.5.2 Enpocket
  • 4.5.3 MobilePeople - monetising mobile search
    • 4.5.3.1 MobilePeople MEF Initiative
  • 4.5.4 m-spatial - mobile local search
  • 4.5.5 The Local Data Company
  • 4.5.6 The Mobile Data Association
  • 4.5.7 Other Partners
    • 4.5.7.1 Medio mobile search
    • 4.5.7.2 Advertising and merchandising
  • 4.5.8 AirG and mobile social networks
  • 4.5.9 Hypertag - developing short-range LBA
  • 4.5.10 Sprint' s Slifter - product-based LBA
• 4.6 Directory assistance and directory enquiries services in LBA
  • 4.6.1 Yell.com
  • 4.6.2 JumpTap - bringing LBS to DA/DQ
  • 4.6.3 INFONXX
    • 4.6.3.1 INFONXX and 118 118 - The Number' s mobile marketing service
• 4.7 Tele Atlas

5. Market developments & case studies

• 5.1 A brief overview of latest developments and case studies
  • 5.1.1 Alcatel-Lucent expands its targeted advertising portfolio
• 5.2 Sense Networks plans to work social networks on targeted advertising
• 5.3 Terrestrica launches Location Triggered service for Mobiles with GPS
• 5.4 Cellcom offer location based services
• 5.5 New platform offers GPS location-based ads
• 5.6 Vodafone expands mobile advertising services to 18 markets

6. Conclusion

• 6.1 Mobile LBS
• 6.2 Main drivers to LBS growth
• 6.3 Mobile advertising
• 6.4 Mobile LBA
• 6.5 Drivers to Mobile LBA
• 6.6 Barriers to Mobile LBA
• 6.7 LBA Advantages
• 6.8 Will LBA succeed in the future?
• 6.9 Impact of mobile social networking
• 6.10 Adult content
• 6.11 Technology to drive Mobile LBA
• 6.12 Voice search and LBA
• 6.13 Advantages and disadvantages of voice search
• 6.14 Picture search and recognition
• 6.15 Recommendations
  • 6.15.1 Mobile advertising in general
    • 6.15.1.1 Quality will matter
    • 6.15.1.2 Co-ordination and integration
    • 6.15.1.3 Target individual needs
    • 6.15.1.4 Segmentation
    • 6.15.1.5 Awareness
    • 6.15.1.6 Relevance
    • 6.15.1.7 Value
    • 6.15.1.8 Opt-in option
  • 6.15.2 LBA-specific recommendations
    • 6.15.2.1 For operators
    • 6.15.2.2 For advertisers
    • 6.15.2.3 For search vendors
    • 6.15.2.4 For handset manufacturers
    • 6.15.2.5 For DA/DQ providers

7. Analysis & forecast

• 7.1 Growth in LBS
• 7.2 Revenues
  • Figure 7.1. Overall LBS revenue forecast 2009-2014
  • Figure 7.2. Carrier-generated revenue forecast 2009-2014
• 7.3 Ad-funded LBS
  • Figure 7.3. Ad-funded LBS forecast 2009-2014
• 7.4 Subscribers
  • Figure 7.4. LBS global subscribers forecast 2009-2014
• 7.5 GPS in mobile handsets
  • Figure 7.5 GPS-enabled handset forecast 2009-2014
• 7.6 Mobile search
• 7.7 Ad funded models
• 7.8 Mobile search forecast
• 7.9 Mobile ad-spend
  • Table 7.1. Global Ad Spend, 2009-2014 (Selected Formats)
  • Table 7.6. Global mobile messaging ad spend forecast, 2009-2014
  • Figure 7.7. Global mobile display and mobile search ad spend, 2009-2014
  • Figure 7.8. Overall global mobile ad spend, 2009-2014
  • Figure 7.9: Mobile communities users as % of total mobile subscribers, 2009-2014
• 7.10 Mobile social networks

Companies Listed

• 3deep
• 3G America
• 4Info
• 5pm
• Alcatel-Lucent
• Autodesk
• AT&T
• ARM Holdings Plc
• Atheros Communications
• Asustek Computer Inc.
• AdMob
• Adidas
• AOL
• AirG
• AirSage
• AdWords
• AskMeNow
• Atlas
• Apple
• Broadcom Corporation
• Bebo
• Baidu
• Brightkite
• Cellcom
• Conduit Limited
• Cisco
• Calvin Klein
• ChaCha Mobile
• Cellfire
• Coca-Cola
• Citysense
• Citysearch
• dotMobi
• Digital Media and Advertising Group
• dotMobi Advisory Group
• Didmo Sweden
• Domino' s Pizza
• Dodgeball
• Ford
• Forrester Research
• Flickr
• Flytxt
• FourSquare
• EDC
• Ents24
• Garmin Ltd
• GSM Alliance Services Working Group
• GFK
• Google Earth
• Greystripe
• gigaom.com
• GLONASS
• Galileo
• Google
• GeoTango
• Gowalla
• GSMA
• HTC
• Hitwise
• HipCricket
• hotSMS
• HSBC
• Hypertag
• IKEA
• IAB
• Intel
• INFONXX
• ipling
• iLoop
• IDATE
• innerActive
• Jamster
• Jaiku
• JumpTap
• Kizoom
• Kakiloc
• Kelsey
• LECG
• Limbo
• Loopt
• Lee Fenton
• LiteScape Technologies
• LG
• m-spatial
• MobilePeople
• Motorola
• Marvell Technology Group
• McDonalds
• Millennial Media
• Medio
• Microsoft
• M:Metrics
• MSNBC
• MSN
• mBlox
• Multimap2Mobile
• MX Telecom
• mxData
• mobileStorm
• Mobile Marketer
• Mobile Data Association
• MySpace
• MyHelpa
• Nvidia
• NeuStar
• NearU Search
• Nokia
• Nokia Siemens Networks
• NOAA
• Nuance
• Navteq
• Open Handset Alliance
• Online Computer Library Center
• Orange
• Promptu
• Pricewaterhouse Coopers
• Pelago
• PointX
• PingMobile
• Qualcomm
• Quattro Wireless
• Ringleader Digita
• RIM
• Sensis in Australia
• Storefinder4Mobile
• Softbank
• Sony Ericsson
• Sprint Nextel
• Samsung Electronics
• Samsung
• Sumotext
• Smart Media
• SocialBomb
• Socialight
• Sense Networks
• Sensis
• SuperPages.com
• Tele Atlas
• Technocom
• Terrestrica
• Tim Kring
• Toshiba Corp
• T-Mobile
• Texas Instruments
• The Nielsen Company
• Third Screen
• TomTom
• VentureBeat
• Via Venture Partners
• Vexcel
• Vicinity Corporation
• Vodafone Group
• VoiceSignal
• Whatis.com
• WhitePages.com
• Yahoo
• YellowPin
• YouTube
• Yell.com
• Yandex