Overview:
Mobile Local Search is 28% of all digital searches with a surge in growth expected world-wide in 2010. The Cellular Telecommunications Industry Association (CTIA) announced there are 270M wireless subscribers in the United States with almost 100% penetration. Asia-Pac economies are estimated to reach US $32.9B in mobile data services by 2012.
This report on the Mobile Local Search (MLS) ecosystem is based upon two-decades of intensive engagement in the telecommunications industry and presents a first-mile through last-mile review of top vendors providing products and services. Additionally, this report shares insights from visionaries at Nuance?, NAVTEQ?, Acrossair, Qualcomm?, Quattro Wireless, and other leaders in the MLS ecosystem. The insights illuminated are complimented by industry data and performance metrics.
MLS products are evolving with greater technological enhancements. More now than ever, the phrase-Think Global, Market Local-is on target. Component manufactures for software and hardware businesses are investing in research & development and deployment. Advertisers are eager to connect directly with the buying power. Venture capitalists are exploring new entrants into the MLS ecosystem for sizeable 2010 investments.
With research beginning in 2007, this publication addresses the following topics (and more):
* Geo Positioning Systems
* Relative Positioning Sensors
* WiMax
* Bluetooth
* Enhanced Traffic Technology
* Wireless Carriers and Mobile Operators
* Augmented Reality
* Motion Capture
* Voice-enabled Search
* Mobile Local Search Applications
* Application Skins
* Semantic Advertising and Search
* Advertising Platforms, Networks, and Exchanges
* Location Based Mobile Marketing
Questions Answered:
* How are thought-leaders in MLS approaching business going into the next decade?
* Which companies are Tier 1 vendors for developing partnerships, supply chains, and distribution channels?
* What is augmented reality and motion capture? What is inside a wireless device that enables GPS applications? Why is voice-enabled search critical? What are the benefits of application skins?
* Where are LBS technologies headed and what is the outlook on global financial investment?
Target Audience
This report is for anyone considering launching a mobile local search business, solutions involving location-based technology and services, and businesses providing components to MLS solutions. New entrants into the MLS ecosystem are provided with a view of surrounding potential partners at any given entry-point.
Companies in Report:
Acrossair
Acuity
Acxiom
Alcatel
Apple
ARM
AT&T
AT&T Interactive
China Telecom
Cimarron Group / Traffic
City Search
DexKnows
Google
Layar
Microsoft
Microvision. 44
Mobilizy
mOcean
Morgan Stanley
Motorola
Navizon
NAVTEQ
Network In Motion
Nokia
NTT DoCoMo
Nuance
Peer39
Quattro Wireless
Qualcomm
Research In Motion
Riverstone Residential
Samsung
SiRF
Skyhook
SPB Mobile
Spherexx
Super Pages
Ubiquitous Entertainment 44
Urban Spoon
Tell-Me
V-Enable
Verizon
Visa
Winston & Strawn
Yahoo!
Yell
Yelp
YPmobile
Table of Contents:
1.0 Introduction 6
2.0 Definition of Mobile Local Search 6
3.0 Economic Drivers of Mobile Local Search 7
3.1 Technology 8
Source: Tina Whitfield 2009 EquisGlobal 8
3.2 Data Content 11
3.3 Financial Investment 12
3.4 Advertising 14
4.0 Mobile Search-Why now? 14
5.0 The Leaders: Mobile Local Search Ecosystem Stakeholders 15
5.1 Devices 15
5.1.1 Inside Devices-Speed Components 17
5.1.2 Devices and More-Nokia 19
5.2 Networks Carriers and Operators 22
5.2.1 AT&T 23
5.2.2 Sprint 24
5.2.3 Verizon 24
5.2.4 NTT DOCOMO 24
5.2.5 China Telecom 24
5.2.6 Cloud Computing 25
5.3 Local Data Providers: 25
5.3.1 Data: Business Listings-Basic Information 25
5.3.2 Data: Business Listings-Consumer Information 26
5.3.2.1 Experian Group plc 26
5.3.3 Data: Business Listings, Enhanced Information 26
5.4 Major Search Engines-Deploying into Mobile Local Search 27
5.4.1 Bing 27
5.4.2 Google 27
5.5 The Battle of the Jones' 29
5.5.1 The SWOT-MLS Applications 29
5.5.2 SWOT Analysis 32
5.6 Browser Based Applications (the mobile web) 40
5.7 Application providers in the directory data and search business 41
5.8 Ad platform providers in the directory search business 41
5.9 Mobile Local Search Directory Distribution Partners 41
5.9.1 V-ENABLE 41
5.9.2 Medio 42
5.9.3 uLocate 42
5.9.4 EarthComber 42
5.10 Application Developers 42
5.10.1 User Interface Development 42
5.10.2 Mobile Local Application Skin Providers 43
6.0 Mobile Local Location Technology 44
6.1 Mobile Location Blogging 44
6.1 Augmented Reality 46
6.1.7 Heads-up Display 50
6.1.8 Ubiquitous Entertainment 51
6.1.9 Microvision 51
7.0 Geo-Positioning Systems/Geographic Information Systems 52
7.1 GPS Overview 52
7.1.1 Location using the Cellular Network (Cell-ID / E-OTD / TDOA) 53
8.0 The Location Based Solutions Market 54
8.1 NAVTEQ 55
8.1.1. NAVTEQ Local Search functionality 55
8.1.2 NAVTEQ Traffic 58
8.1.3 Location Based Advertising and NAVTEQ 60
8.1.4 Mobile Local Search and Social Applications 62
8.1.5 Location Based Blogging 63
8.2 Networks In Motion 64
8.2.1 Gokivo Navigator 64
8.3 GPS Review 65
8.4 Absolute and Relative Positioning 66
8.5 Relative positioning sensors-gyroscope, accelerometer, odometer 66
8.6 Positioning systems interacting with map databases 66
8.7 Map Matching 67
8.8 Modeling Real World Sensor Integration 67
8.9 Location with Wi-Fi and Peer2Peer Wireless Positioning 67
8.10 Location with WiMax 69
8.11 Location with Bluetooth 69
8.12 Near Field Communication 69
9.0 The Imperative of Voice Search 70
9.2 Developers 73
9.2.1 Tellme 73
9.2.3 Call Genie 73
9.2.4 Google Voice 73
9.2.8 Nuance 74
10.0 Mobile Local Advertising Platform Providers 76
10.1 mOcean 78
11.0 Mobile Coupons 79
11.1 Acxiom 80
11.2 Acuity Mobile 81
12.0 Mobile Local Advertising Networks and Exchanges 82
12.1 V-Enable 82
12.2 JumpTap 82
12.3 Google AdWords 82
12.4 Quattro Wireless 83
13.0 Semantic Advertising Technology 84
13.1 Peer39 84
14.0 Mobile Contest, Promotions, Sweepstakes and the Law 87
14.1 Mobile Marketing Association 87
14.2 Winton & Strawn 87
15.0 Mergers and Acquisitions 87
16.0 Mobile Local Business Strategies 88
17.0 Ecosystem Partnerships 89
About the Author 90
Acroymns 90
Figures 92
Charts and Tables 93
Copyrights, Trademarks, and Disclaimers 94
