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Home > Business/Finance > Diversified Services > Marketing/Advertising/PR
Location Based Advertising 2007-2012: maximising the revenue potential of location discovery
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| Published Date:
July 2007
Published By:
Visiongain
Page Count:
109
Order Code:
R155-241
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- Chapter 1. Executive Summary
- 1.1 Mobile advertising
- 1.1.1 LBS
- 1.1.2 The importance of search to LBA
- 1.2 Drivers and barriers to LBA
- 1.3 Current market for mobile LBA
- 1.4 Mobile LBA future
- 1.5 Definitions of LBA
- Chapter 2. Introduction
- 2.1 The possibility of location based advertising
- 2.2 Mobile advertising
- 2.2.1 Mobile advertising growth
- Chart 2.1: Mobile advertising investment in US and Western Europe, 2007-2011
- Chart 2.2: Evolution of mobile advertising business and monetisation models
- 2.2.1.1 Advertising and the mobile user
- Chart 2.3: In mobile advertising, how important is it to you that…?
- 2.2.2 Forms of mobile advertising
- 2.2.2.1 SMS
- 2.2.2.2 Premium SMS
- 2.2.2.3 MMS
- 2.2.2.4 Banner advertising
- 2.2.2.5 Mobile gaming
- Chart 2.4: In-game advertising spending
- 2.3 LBS
- 2.3.1 How are LBS offered?
- 2.3.1.1 Radiolocation through base stations
- Image 2.1: Mobile phone triangulation
- 2.3.1.2 GPS
- Table 2.1: GPS error sources
- 2.3.1.2.1 GPS in mobile handsets
- 2.3.1.2.2 GPS handsets
- Chart 2.5: GPS enabled handset shipments in Europe, 2007-2012
- 2.3.2 What is the importance of LBS to mobile?
- 2.4 The importance of search to advertising
- 2.4.1 The Google effect
- Chart 2.6: Google revenue growth 2006-Q1 2007
- 2.5 Methodology
- 2.6 Focus of the report
- Chapter 3. Current Landscape
- 3.1 Drivers for mobile LBA
- 3.1.1 Increased mobile data usage
- Chart 3.1: Global data revenue growth
- 3.1.2 Increase in mass-market devices
- Chart 3.2: 3G handset penetration in Western Europe
- Chart 3.3: Smartphone shipments as a percentage of total handset shipments
- 3.1.3 Mobile search
- 3.1.3.1 Mobile search differs from fixed line search
- Table 3.1: Key differences between fixed line and mobile search
- Chart 3.4: Average Internet searches per user session
- 3.1.3.2 Importance of maps to mobile local search
- 3.2 Barriers
- 3.2.1 Lack of capable handset penetration
- 3.2.1.1 Applications
- 3.2.2 Privacy and ethical issues
- 3.2.2.1 Opting-in to LBA
- 3.2.3 How to deliver the advertising
- 3.2.4 Cost of search applications
- 3.3 Fixed line players move to mobile
- Chart 3.5: US Mobile search engine usage, June-August 2006
- Chart 3.6: Share of US online searches by engine April-May 2007
- 3.3.1 Google
- 3.3.1.1 Google Mobile Internet and Image Search
- Table 3.2: Key operators and handset manufacturers in partnership with Google
- 3.3.1.1.1 The .Mobi domain
- 3.3.1.2 Google Mobile WebSearch
- 3.3.1.3 Google Mobile Local Search
- 3.3.1.3.1 Acquisitions to Boost Google’s Mobile Search and advertising
- 3.3.1.3.2 Google’s free 411 service
- 3.3.1.4 A Google handset?
- 3.3.1.5 Brand dilution issues
- 3.3.2 Yahoo
- Table 3.3: Key operators and handset manufacturers in partnership with Yahoo
- 3.3.2.1 Yahoo OneSearch
- 3.3.2.2 Yahoo Mobile Publisher Services
- 3.3.2.3 Microsoft
- 3.4 Other vendors
- 3.4.1 Nokia
- 3.4.1.1 Nokia Mobile Search
- 3.4.1.2 Nokia LBS.
- 3.4.1.3 Nokia Ad Service and Ad Connector
- 3.4.1.4 Nokia conclusion
- 3.4.2 Enpocket
- 3.4.2.1 Enpocket research
- Chart 3.7: Would you prefer it if mobile phone advertising was more relevant and useful to you because it was tailored to your interests?
- Chart 3.8: Would you find it intrusive if advertising on mobile Internet was not targeted to your needs?
- 3.4.3 MobilePeople - monetising mobile search
- 3.4.3.1 The Mobile Search and Discovery Initiative
- 3.4.3.2 MobilePeople’s Liquid Search
- 3.4.4 m-spatial - made to measure mapping
- 3.4.4.1 m-spatial - UK search trends in 2007
- Table 3.4: Top Ten Local Search Brands* January - April 2007
- Table 3.5: Top Ten Local Search Categories* January - April 2007
- 3.4.5 Medio Systems - an LBA white-label solution
- 3.4.5.1 Medio mobile search
- 3.4.5.2 Advertising and merchandising
- 3.4.6 AirG and mobile social networks
- 3.4.7 Hypertag - developing short-range LBA
- 3.4.8 Sprint’s Slifter - product-based LBA
- 3.5 Directory assistance and directory enquiries (DA/DQ) services in LBA
- 3.5.1 Yell.com
- 3.5.2 JumpTap - bringing LBS to DA/DQ
- 3.5.2.1 Mobile search trends in the emerging market
- Chart 3.9: Numbers of keywords used in mobile search initiation
- Chart 3.10: The top seven key mobile search categories
- 3.5.3 INFONXX
- 3.5.3.1 INFONXX and 118 118 - The Number’s mobile marketing service
- Chart 3.11: Percentage of respondents who called initial search result number
- Chart 3.12: Percentage of respondents who called additional search result number
- Chart 3.13: Percentage of respondents who saw clear benefits in receiving additional number
- Chart 3.14: Percentage of respondents who were interested in an enhanced offer
- 3.5.4 Nuance
- 3.6 Conclusion
- Chapter 4. Future developments and strategies
- 4.1 Delivery of LBA services to change
- 4.1.1 Mobile search will remain critical to LBA
- 4.1.1.1 User behaviour to aid LBA
- 4.1.1.2 Technology will aid LBA through mobile search
- 4.1.1.3 Voice search and LBA
- 4.1.1.4 Benefits and drawbacks of voice search
- 4.1.2 Picture search and recognition
- 4.1.2.1 Bandai’s ER Search
- 4.1.2.2 Daem Interactive
- 4.1.2.3 Location images and LBA
- 4.1.3 Social networking
- Chart 4.1: User generated content usage forecast as percentage of total mobile subscribers, 2007-2012
- 4.1.4 Barcodes
- 4.1.4.1 Near Field Communication (NFC) Technology
- 4.1.5 Wireless technologies
- 4.1.5.1 The opt-in issue
- 4.1.5.1.1 The need for user profiling
- 4.1.5.2 Can such wireless technologies be used for LBA?
- 4.1.5.3 Mapion’s Pointing Application
- 4.2 Who will be targeted
- 4.2.1 Younger market
- Chart 4.2: Total voice minutes by age demographic in the US, 2005
- Chart 4.3: Penetration of data packages by age demographic in the US, H1 2005
- 4.2.2 The business market
- 4.3 Who will drive advertising?
- 4.3.1 The importance of involving smaller players
- 4.3.1.1 Local search and directory services
- 4.4 Pricing
- 4.4.1 Advertising based model - Blyk
- 4.4.1.1 Will ad-supported mobile succeed?
- 4.5 Forecasts
- 4.5.1 LBS subscribers
- Chart 4.4: LBS subscribers, 2007-2012
- Chart 4.5: Proportion of LBS funded by advertising forecast 2012
- 4.5.2 Revenue share
- Chart 4.6: ARPU share in 2007
- Chart 4.7: ARPU share forecast for 2012
- Chapter 5. Conclusions and recommendations
- 5.1 Conclusions
- 5.1.1 The potential of LBA
- Table 5.1: Advantages of LBA
- 5.1.2 Technology to drive LBA
- 5.1.3 Delivery methods
- 5.1.4 Importance of fixed-line search engines
- 5.1.5 How long until LBA becomes profitable?
- 5.2 Recommendations
- 5.2.1 For mobile operators
- 5.2.2 For search vendors
- 5.2.3 For advertisers
- 5.2.4 For handset manufacturers
- 5.2.5 For DA/DQ providers
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