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Global Location Based Advertising (LBA) Industry
[October 20, 2011]

Global Location Based Advertising (LBA) Industry


NEW YORK, Oct. 20, 2011 /PRNewswire via COMTEX/ -- Reportlinker.com announces that a new market research report is available in its catalogue: Global Location Based Advertising (LBA) Industry http://www.reportlinker.com/p0611070/Global-Location-Based-Advertising-LBA-Industry.html#utm_source=prnewswire&utm_medium=pr&utm_campaign=Mobile_Telephony This report analyzes the worldwide markets for Location Based Advertising (LBA) in US$ Million. The report provides separate comprehensive analytics for the US, Canada, Japan, Europe, Asia-Pacific and Rest of World. Annual estimates and forecasts are provided for the period 2008 through 2017. The report profiles 52 companies including many key and niche players such as Apple, Inc., Google, Inc., mOcean Mobile, JiWire, Inc., JumpTap, Inc., Loopt, Inc., NAVTEQ, Placecast, Inc., TeleNav, Inc., and Yowza International Inc. Market data and analytics are derived from primary and secondary research. Company profiles are mostly extracted from URL research and reported select online sources.



1. INTRODUCTION, METHODOLOGY & PRODUCT DEFINITIONS 1 Study Reliability and Reporting Limitations 1 Disclaimers 2 Data Interpretation & Reporting Level 3 Quantitative Techniques & Analytics 3 Product Definitions and Scope of Study 3 2. INDUSTRY OVERVIEW 4 Location Based Advertising - Dawn of A New Era in Advertising 4 Growing Interest Among Stakeholders 5 Smart Phones Provide the Needed Impetus 5 LBA Drives Mobile Based Ad Services 6 LBA: A Boon for Merchants 6 Discount Coupons - Most Appealing LBA Segment 6 Geo-Location Data Vs Location Based Advertising 6 Opt-In, Opt-Out: Necessary for LBA Growth 7 Benefits of LBA 7 Retailers 7 Consumers 8 Mobile Operators 8 Growth Drivers 8 Mobile Search to Drive Growth 9 LBA: Noteworthy Trends 9 Advertisers Design Innovative Services 9 Context Sensitive Advertising: Significance of Context in LBA 9 New Technologies Drive Growth 10 Mobile Social Networking 10 CheckPoints, a New Location-Based Advertising Approach 11 Emergence of Location Exclusive Mobile Social Networks 11 Consolidation Grips the Industry 11 Key Mergers & Acquisitions in LBA Space (2010-2011 1stQ) 12 Key Partnerships in LBA Space 12 Current and Future Analysis 12 Teething Challenges 12 Privacy Concerns Remain Big Issue 13 Perception of Location-Based Advertising as Spam 13 3. MOBILE ADVERTISING 14 Mobile Advertising 14 Mobile Advertising - Business Segments 15 Mobile Advertising Segments: Breakdown Based On Segments and Corresponding Ad Formats 15 Types of Mobile Advertising 15 In Page Advertising 15 SMS Advertising 15 Table 1: SMS Vs email Vs. Internet Display: Comparison of Average Conversion Rate and CTR for Ads on SMS, email and Internet Display (includes corresponding Graph/Chart) 16 Multimedia Messaging Service (MMS) 16 Viral Marketing 16 In-Game Marketing 17 Mobile Display Advertising 17 On-Device Mobile Display Ads 17 Off-Device Mobile Display Advertising 17 Mobile Advertising Revenue Models 17 Mobile Advertising Poses Challenges for Conventional Media 17 Trends 18 Technological Advancements in Mobile Marketing 18 Amplified Usage of Mobile Devices 18 Integration of Voice and Data Devices 18 Enrichment of Media Files 18 Minimized Ad Blindness and Higher Ad Clicks 19 Barcode Scanning 19 Focus on Geo Targeting/Location Based Ads 19 Decreased Time: Short Attention Span 19 Packaged Digital Media 19 Platform of the Future: Mobile App or Mobile Web 19 Increase in The Rate Of Innovation 20 4. LOCATION BASED SERVICES 21 Location Based Services - An Introduction 21 A Brief Historical Background 21 Developments in GPS, a Key Enabler, Drive Commercial Feasibility of LBS 22 GPS-Enabled Touch-Screen Phones Propel Growth 23 Types of LBS 23 LBS Applications 24 Revenue Generation in Mobile LBS 25 Challenges 25 Future Prospects for LBS 27 Technical Potential 27 Growth Drivers 28 Innovations to Drive LBS Market 28 Competitive Landscape 28 Development of an Effective Business Model: Critical to Success 29 5. LOCATION BASED ADVERTISING 30 Location Based Advertising - An Introduction 30 The Need for LBA 30 Approaches in LBA 30 Push Approach/Push Advertising 31 Pull Approach/Pull Advertising 31 Location Based Advertisements on Mobile Devices 32 LBA Through High-Resolution Displays in Public Transport 32 LBA Ecosystem 32 Advertisers 32 Post-Click Services 32 Contextual Location Information 33 Location Granularity 33 Publishers 33 Native Applications 33 Application Aggregators 34 Websites 34 Advertisement Networks 34 Working of Location-Based Advertising 34 Benefits of Location Specific Advertising 35 Differences Between LBA and LBM 36 Significant Aspects of LBA 36 Reach 36 Relevance 36 Result/Redemption 36 Location Based Advertising: Properties and Challenges 36 Structural and Organizational Difficulties 37 Need for Transparency and Awareness 37 Scope of Location-Based Advertisements 37 6. TECHNOLOGY OVERVIEW 38 System Technology Outline 38 Security 38 Access Control and Management of Privacy 38 Redundancy and Better Reliability 38 Billing Feature 38 3G and GPRS 38 Service Provisioning 39 Adapters for Middleware 39 Management of Resources and Networks 39 Software Development Kit (SDK) 39 Location Broker 39 Geographical Information System (GIS) 39 SIM Tool Kit (STK) 40 User Profiles 40 Technology Employed for LBA 40 Outdoor Technologies 40 Wi-Fi 40 Merits and Demerits of Wi-Fi Location Technology 41 Global Positioning System (GPS) 41 Standalone GPS 41 Assisted GPS (A-GPS) 41 Cell-ID 41 Advantages and Disadvantages of Cell ID Location Technology 42 TDOA 42 AOA 42 Indoor Technologies 42 7. SMART PHONES 43 Smartphones: The Next Frontier for Mobile Devices 43 Smartphones Get "Smarter" 43 Vendors Extend Smartphones Beyond Voice & Data Communication 43 Smartphones to Support Richer Web Pages 44 Carriers to Promote Smartphones for Higher ARPU 44 Spurt in Wireless Mobile Internet Expands Smartphone Use 45 Table 2: World Market for Mobile Internet (2010): Breakdown of Number of Mobile Internet Users in Million by Geographic Region (includes corresponding Graph/Chart) 45 8. PRODUCT INNOVATIONS/INTRODUCTIONS 46 Caliper Offers NAVTEQ® Map Data in TransCAD® Transportation Planning Software 46 Zain Kuwait Introduces AdZone in Middle East 46 Apple to Offer Location-Based Advertisements 46 Apple to Introduce iAd in Europe 46 Apple and Dentsu Group to Introduce iAds in Japan 47 Google Unveils Location-Based Mobile Banner Ads 47 iSIGN Media Solutions to Introduce Location-based broadcasting in Wild Wing Restaurants 47 JiWire and Jeep Launch Location-Based Advertisement Platform 48 JiWire Introduces New Location-Based Advertising Platform 48 JiWire to Introduce JiWire Europe 48 LiveVana Innovations and Lepton Software Partner with Ybrant Digital and Launch Location Based Advertising Platform 49 Loopt Launches Loopt version 4.0 49 Loopt Unveils New Mobile Rewards Game 49 Metaio to Introduce Ad-Inject for Junaio 50 MoVoxx Launches New Pilot with Citysearch 50 O2 Inks Licensing Contract with Placecast and Jointly Introduces Geo-fencing Technology 51 SFR Regie Introduces New Location-Specific Mobile Advertising Solution 51 Sheraton Introduces WiFi Network for Location Based Advertising 51 TeleNav Introduces Location Based Mobile Advertising Platform 51 XYMOB Unveils Location-Based Mobile Coupon Application for Android and iPhone 52 Yowza Launches Mobile Coupons with Self-Serve Option 52 1020 Placecast and Alcatel-Lucent Jointly Launch Location Based Advertisement Service 52 NAVTEQ Unveils LBA Service in Europe 52 NAVTEQ Introduces NAVTEQ LocationPoint(TM) Advertising 53 Vodacom Introduces New Location Based Advertising Service 53 StarHub Introduces First Nation-Wide Location-Based Advertising in Singapore 54 9. RECENT INDUSTRY ACTIVITY 55 Poynt Purchases Location Advertising Assets of Go2 Media 55 NAVTEQ Signs Poynt as Publisher of NAVTEQ LocationPoint(TM) Advertisements 55 NAVTEQ Signs Telmap as Publisher for NAVTEQ LocationPoint(TM) 55 Google to Take Over AdMob 56 JiWire Acquires NearbyNow 56 NAVTEQ Takes Over Acuity Mobile 56 Yahoo Japan Takes Over Cirius Technologies 56 Velti Takes Over Ad Infuse 56 Mojiva Spins Off mOcean Mobile platform 57 Move Inks Agreement with Lat49 to Offer Location- Focused Advertisements 57 FCC and NAVTEQ Sign agreement for US Broadband Data Analysis 58 JiWire Enters into Partnership with Borders Group 58 Loopt Enters into Partnership with Mobile Spinach 58 U.S. Cellular to Use Loopt's Assisted Location Solutions 59 Mojiva to Provide In-App Advertisements for Intel AppUpSM Center 59 NAVTEQ to Power Novel iPhone Application of AAA 59 Cellfun Selects mOcean Mobile Advertisement Platform 59 Nobex Selects Location Based Advertising Services of NAVTEQ 59 Apple Acquires Quattro 60 Millennial Media to Acquire TapMetrics 60 Opera Takes Over AdMarvel 60 Loopt Launches Pulse and Collaborates with NAVTEQ and Zagat 61 NAVTEQ Joins Forces with IPG Emerging Media Lab 61 Alcatel and Placecast Provide Location Based Mobile Advertising 61 Loopt Selects NAVTEQ LocationPoint Advertising 62 Nextar Selects NAVTEQ LocationPoint Advertising 62 Centrl Selects NAVTEQ LocationPoint Advertising 63 Jumptap Issued Third US Patent 63 Vodafone Utilizes Wayfinder For Location Based Advertising 63 AdMob Takes Over AdWhirl 64 NAC Acquires EarthLink 64 Useful Networks Takes Over KnowledgeWhere 64 CBS and Loopt Sign Agreement to Offer First Location- Based Mobile Web Advertisements 65 Quattro and uLocate Provide Location-Based Ads on iPhone 65 NAVTEQ Invests in Acuity Mobile 65 10. FOCUS ON SELECT PLAYERS 66 Apple, Inc. (US) 66 Google, Inc. (US) 66 mOcean Mobile (US) 67 JiWire, Inc. (US) 67 JumpTap, Inc. (US) 68 Loopt, Inc. (US) 68 NAVTEQ (US) 68 Placecast, Inc. (US) 69 TeleNav, Inc. (US) 69 Yowza International Inc. (US) 70 11. GLOBAL MARKET PERSPECTIVE 71 Table 3: World Recent Past, Present and Future Analysis for Location Based Advertising by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific and Rest of World Markets Independently Analyzed with Annual Sales Figures in US$ Million for the Years 2008 through 2017 (includes corresponding Graph/Chart) 71 Table 4: World 10-Year Perspective for Location Based Advertising by Geographic Region - Percentage Breakdown of Value Sales for - US, Canada, Japan, Europe, Asia-Pacific and Rest of World Markets for the Years 2008, 2011 and 2017 (includes corresponding Graph/Chart) 72 12. THE UNITED STATES 73 A.Market Analysis 73 Outlook 73 Key Market Indicators 73 LBA - A Growing Market 73 B.Market Analytics 74 Table 5: US Recent Past, Current and Future Analysis for Location Based Advertising Analyzed with Annual Sales Figures in US$ Million for the Years 2008 through 2017 (includes corresponding Graph/Chart) 74 13. CANADA 75 Market Analysis 75 Table 6: Canadian Recent Past, Current and Future Analysis for Location Based Advertising Analyzed with Annual Sales Figures in US$ Million for the Years 2008 through 2017 (includes corresponding Graph/Chart) 75 14. JAPAN 76 A.Market Analysis 76 Outlook 76 LBS Market Scenario 76 LBA Market - Overview 77 Performance and Pricing of LBA 77 B.Market Analytics 77 Table 7: Japanese Recent Past, Current and Future Analysis for Location Based Advertising Analyzed with Annual Sales Figures in US$ Million for the Years 2008 through 2017 (includes corresponding Graph/Chart) 77 15. EUROPE 78 A.Market Analysis 78 Outlook 78 Current Scenario 78 Future Applications of LBA 78 Data Privacy Laws in Europe 79 B.Market Analytics 80 Table 8: European Recent Past, Current and Future Analysis for Location Based Advertising by Geographic Region- France, Germany, Italy, UK, Spain and Rest of Europe Markets Analyzed with Annual Sales Figures in US$ Million for the Years 2008 through 2017 (includes corresponding Graph/Chart) 80 Table 9: 10-Year Perspective for Location Based Advertising by Geographic Region - Percentage Breakdown of Value Sales for - France, Germany, Italy, UK, Spain and Rest of Europe Markets for the Years 2008, 2011 and 2017 (includes corresponding Graph/Chart) 81 16. ASIA-PACIFIC 82 A.Market Analysis 82 Outlook 82 Leading Markets in Asia 82 China 82 India 82 Factors Hampering LBS 83 Korea 83 New Zealand 84 B.Market Analytics 84 Table 10: Asia-Pacific Recent Past, Current and Future Analysis for Location Based Advertising Analyzed with Annual Sales Figures in US$ Million for the Years 2008 through 2017 (includes corresponding Graph/Chart) 84 17. REST OF WORLD 85 A.Market Analysis 85 Middle East 85 B.Market Analytics 85 Table 11: Rest of World Recent Past, Current and Future Analysis for Location Based Advertising Analyzed with Annual Sales Figures in US$ Million for the Years 2008 through 2017 (includes corresponding Graph/Chart) 85 COMPETITIVE LANDSCAPE Total Companies Profiled: 52 (including Divisions/Subsidiaries - 58) Region/Country Players The United States 31 Canada 2 Japan 2 Europe 9 France 2 Germany 1 The United Kingdom 5 Rest of Europe 1 Asia-Pacific (Excluding Japan) 11 Middle East 1 Africa 2 To order this report: Mobile Telephony Industry: Global Location Based Advertising (LBA) Industry More Market Research Report Check our Company Profile, SWOT and Revenue Analysis! Nicolas BombourgReportlinkerEmail: nbo@reportlinker.comUS: (805)652-2626Intl: +1 805-652-2626 SOURCE Reportlinker

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