Table of Contents
In a nutshell
Ovum view
Key messages
The market opportunity
- Personal navigation devices prove the appeal of satnav
- Mobile phones offer an alternative way to get satnav
The mobile phone as a satnav device
- What is needed to do navigation on a phone?
- Mobile phones: a complement to PNDs, or an alternative?
- How will the choice between PNDs and mobile phones play out?
Business models for navigation
- Subscription is the dominant model today
- The potential for third-party revenues will grow
Market players on the supply side
- PND vendors and software vendors are the pioneers
- Information providers
- Navigation software vendors need partners
- The phone vendors: picking up the baton
Mobile operators and navigation services
- Operators have been tepid about navigation on phones...
- ...but they are starting to warm up
Mobile phone navigation: market development
- Regional variations
- Short/medium term: modest growth
- Medium/long term: good prospects
Case studies
- Wayfinder: phone navigation has been a long time coming
- TCS: navigation as an application of precise location
- TeleNav: ‘navigation for the masses'
- Telmap
- Openwave: a location service enabler
- TruePosition: support for multiple location technologies
- Nokia buys Navteq for $8.1 billion
- T-System Traffic: supplementing information with the means to use it
- Nokia enters the navigation services market with Smart2go
- RIM: the BlackBerry is a satnav device
- Telenor: enabling, but not driving, navigation services
- A1/Mobilkom: a pioneer in marketing mobile phone navigation
- T-Mobile Germany: flat-rate data has boosted navigation
- Vodafone takes navigation to its customers in Europe
Table of figures
- Figure 1: The addressable market for phone and PND satnav in the UK, 1997-
2006
- Figure 2: Comparison of satnav display on phones and PNDs
- Table 1: Comparison of PNDs and mobile phones as satnav devices
- Figure 3: The balance will tip towards navigation on phones
- Figure 4: A multi-layered service can mean multiple revenue splits
- Figure 5: Maps at the foundation of a value-added services stack
- Table 2: Potential partners for navigation software vendors
- Figure 6: Satnav and the mass market: which side of the chasm are we on?
- Table 3: Subscription fees for Mobilkom' s A1 Navi service
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