Abstract
"Mobility Revolution" Steers Consumers toward Location-based Services
In contrast to the passive fixed Internet, users in the mobile environment are
demanding personalized, localized and timely access to content and services.
As operators search for new types of products and services to leverage network
investments, location-based services (LBS) have emerged as an opportunity to
provide a means of differentiation, a way to build customer loyalty, and a new
revenue stream in the increasingly competitive mobile environment.
This Frost and Sullivan research service provides insights into the U.S.
consumer LBS markets and the enhancement of carrier average revenue per user
(ARPU). It performs an in-depth survey of the competitive landscape of these
markets and provides detailed technology assessments. Assisted global
positioning system (A-GPS), enhanced observed time difference (EOTD), uplink
time difference of arrival (U-TDOA), advanced forward link trilateration
(AFLT), cell ID, and dueling architectures such as control plane and user
plane are discussed in detail. This study includes analysis of market
forecasts, mobile data usage trends, and carrier profiles.
LBS Versatility and Nascent Location Determination Technologies make
Commercial LBS Suite a Reality
"The overwhelming variety of possible applications in LBS from pure content
and advertising, to emergency 911 (E911), navigational aids, social
networking, and tracking services highlights its adaptability," notes the
analyst of this study. "With advancements in location determination
technologies and proliferation of A-GPS handsets, the essential ingredients
for a compelling, commercial LBS suite are moving into place."
With high overall performance and widespread location coverage even in areas
of low-cell density, A-GPS is likely to emerge as the long-term technology of
choice for operators in North America. E-OTD and U-TDOA are grappling with
issues such as accuracy and regulation of user privacy. Unique to code
division multiple access (CDMA) networks, AFLT is a hybrid location technology
that combines A-GPS with other location positioning in a way that allows the
strengths of one to compensate for the weaknesses of the other and provide a
more reliable and robust location solution. This is likely to prove the most
successful among the technologies as LBS adoption becomes ubiquitous.
Identification of LBS Applications that Enable Enhancement of ARPUs Essential
for Carriers
"Location as a 'killer-enabler' to existing services is more effective than
chasing the elusive next 'killer application'; in fact, research on trends in
LBS adoption indicates that this approach is likely to prove most effective,"
explains the analyst. "In a dynamic environment such as this, carriers need to
identify where the opportunities are and what emerging applications are likely
to prove a value addition and enhance carrier ARPUs."
Heightened awareness of LBS and carriers examining the ways that LBS
initiatives can enhance ARPU and reduce churn have made it the recent buzzword
in the markets. Application categories such as mobile resource management
(MRM), entertainment, information services, as well as security services and
their sub segments are likely to make commercialization of LBS successful.
Overall, the growing traction of LBS services, and their high level of
sophistication and integration among other factors are expected to contribute
to the high
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