SPI Infoamtion

Table of Contents

Executive summary
E1 Mobile advertising
E2 Evolution of location based advertising
E3 Market opportunity for Mobile LBA
E3.1 Mobile LBS
E3.2 Mobile search and LBA
E3.3 Mobile social networking and UGC
E4. What does this report contain?- a chapter-wise outline

1. An overview of Mobile LBA
1.1 Introduction
1.1.1 Mobile as media
Table 1.1 Short Message Service-defined
1.2. Mobile advertising
1.2.0 The emergence of mobile advertising
1.2.1 Types of mobile ads
1.2.1.1 SMS
Table 1.2 Global SMS user-base
1.2.1.2 Premium SMS
1.2.2 MMS
Figure: 1.1 Use of mobile data services by the US consumers (mn) 2007-2008
1.2.3 Banner advertising
1.2.4 Mobile gaming
1.2.5 Interactive advertising
1.2.6 Viral advertising and marketing
Table 1.3. Mobile viral marketing
1.3 Evolution of Mobile LBA
Figure 1.2 The location-aware market in growth-phase
1.3.1 Location as a mobile tool
1.3.2 LBS
1.3.3 How are LBS offered?
1.3.3.1 Radiolocation through base stations
Figure 1.3. Mobile phone triangulation
1.3.4 GPS
Table 1.4: GPS error sources
1.3.4.1 GPS in mobile handsets
1.4 Mobile search
Figure 1.4 Atlas mobile search
1.4.1 Types of mobile search
1.4.1. 1. Mobile local search
1.5.1 Approaches to LBA
1.5.1.1 Push
1.5.1.2 Pull
1.5.1.3 Targeted advertising and privacy concerns
1.6 How does LBA work?
1.7 Potential for LBA
1.7.1 Reach
1.7.2 Relevance
1.7.3 Results
1.8 Mobile LBA technologies

2. LBA current market landscape
2.1 Current market for LBA
2.2 Mobile LBA
2.3. Will LBA really work?
2.4. LBS
2.4.1 Evolution of LBS
2.4.1 Current market for LBS
2.4.2 Market consolidation
Figure 2.1. Mergers & Acquisitions in LBS and navigational services markets, 1999-2008
Table: 2.1. A number of start-ups in the LBS and geotagging markets
2.4.3 Why LBS important to mobile?
2.4.4 LBS market opportunity
2.4.4.1 GPs in handsets
2.5 Mobile search
2.5.1 The importance of mobile search to advertising
2.5.2 Mobile search current landscape
Figure 2.2. Top search engines by market share (%)
2.5.3 Mobile social networking and targeted advertising
2.6 Mobile advertising
2.6.1 Mobile advertising grows in demand
Figure 2.3. UK Ad Spend Growth 2007-2008
Figure: 2.4. US Ad Spend Growth 2009-2014
2.6.1 US mobile ad revenues
2.6.3 Mobile ad campaigns
2.6.4 Mobile ad inventory
2.6.5 The mobile user and advertiser relationship
2.6.6 Ad-supported mobile gaming
2.7 Mobile social networking and UGC markets
2.7.1 The importance of instant content
2.7.2 Content breeds content

3 LBA market driving factors
3.1 Mobile advertising
3.1.1 Mobile advertising market trends
Table 3.1. Quarter-over-quarter increase (%) in mobile advertising awareness
3.1.2 Ad networks to drive mobile advertising
3.1.3 Mobile ad inventory
3.2 Factors to be instrumental to LBA growth
3.2.1 Mass market drivers
3.2.1.1 Popularity of mobile phone as first choice communication media
3.2.1.2. Mobile phone services market
3.2.1.3 Mobile phone shipments
Figure 3.1. Global handset sale forecast (2009-2014) and smartphone
share %
3.2.1.4 Smartphones market share
3.2.1.5 Mobile phone connections
3.2.1.6 Mobile broadband
3.2.1.6.1 3G uptake
3.2.1.6.2 Mobile data drives investment in mobile broadband
Figure 3.2: Cisco projects mobile data traffic will increase 66X from 2008 to 2013
3.3. LBS market
3.3.1 What will drive LBS Market
3.3.2 Market forces
3.3.3 Competitive forces
3.3.4 Technology forces
3.3.5 Pricing
3.3.6 LBS potential markets
3.3.7 Future of LBS services
3.4 Market for LBA
3.4.1 Individual users
3.4.1.1 Youth market segment
Figure 3.3. Changing social networks user landscape to 'broader & older' audience
3.4.2 The business user market
3.5 Mobile search
3.5.1 Mobile search differs from fixed line search
Table 3.2. Key differences between fixed line and and mobile search
3.5.2 The importance of mobile search to LBA
3.5.3 SMS to change the way for mobile search
3.5.4 Mobile local search to grow in demand
3.5.4.1 Importance of maps to mobile local search
3.5.5 Voice search and LBA
3.5.6 Advantages and disadvantages of voice search
3.5.7 Picture search and recognition
3.5.8 Location scenario search and LBA
3.5.9 Mobile web usage to spur growth in mobile ad sector
3.5.10 User-profiling to aid LBA
3.6. Mobile Social Networking and LBA
3.6.1 Popularity of mobile communities grows worldwide
Figure 3.4. Top 10 websites globally by reach, April-May 2009
3.6.2 MSN and UGC
3.6.3 The importance of instant content
3.7 Mobile LBA technologies
3.7.1 Technological advancement to boost LBA prospects
3.7.2 Mobile barcodes
3.7.3 NFC
3.7.4 Wireless technologies
3.7.5 Application of wireless technologies for LBA
3.8 Mobile LBA market growth forces
3.8.1 Smaller players vital for LBA future
3.8.2 Mobile local search and directory services

4 How to deliver LBA: issues and market barriers
4.1 Barriers
Figure: 4.1. US search engine market share (2008-2009)
4.1.1 Cost of search applications
4.1.2 Fixed line players move to mobile
4.2 Google Mobile internet and image Search
4.2.1 The dotMobi
4.2.2 Google mobile websearch
4.2.3 Google mobile local search
4.2.2.1 The dotMobi Advisory Group
4.2.4 Acquisitions to boost Google's Mobile Search and advertising
4.2.5. Google's GOOG411 services
4.2.6. Google android success story
4.2.6.1 Open handset alliance
4.2.7. Brand dilution issues
4.3 Yahoo
4.3.1 Yahoo mobile search
4.3.2 Yahoo oneSearch
4.3.3 Yahoo and Flicker
4.3.4 Yahoo mobile publisher services
4.3.5 Yahoo! mobile ad network
4.3.6 Yahoo! Mobile site submit
4.3.7 Yahoo! mobile content engine
4.4 Microsoft
4.5 Other vendors
4.5.1 Nokia
4.5.1.1 Nokia Mobile Search
4.5.1.2 Nokia LBS
4.5.1.3 Nokia Ad Service and Ad Connector
4.5.1.4 Nokia's future strategy
4.5.1.5 Evolution of Nokia's NSeries devices
4.5.1.6 Nokia and Navtaq
4.5.2 Enpocket
4.5.3 MobilePeople - monetising mobile search
4.5.3.1 MobilePeople MEF Initiative
4.5.4 m-spatial - mobile local search
4.5.5 The Local Data Company
4.5.6 The Mobile Data Association
4.5.7 Other Partners
4.5.7.1 Medio mobile search
4.5.7.2 Advertising and merchandising
4.5.8 AirG and mobile social networks
4.5.9 Hypertag - developing short-range LBA
4.5.10 Sprint's Slifter - product-based LBA
4.6 Directory assistance and directory enquiries services in LBA
4.6.1 Yell.com
4.6.2 JumpTap - bringing LBS to DA/DQ
4.6.3 INFONXX
4.6.3.1 INFONXX and 118 118 - The Number's mobile marketing service
4.7 Tele Atlas

5 Market developments & case studies
5.1 A brief overview of latest developments and case studies
5.1.1 Alcatel-Lucent expands its targeted advertising portfolio
5.2 Sense Networks plans to work social networks on targeted advertising
5.3 Terrestrica launches Location Triggered service for Mobiles with GPS
5.4 Cellcom offer location based services
5.5 New platform offers GPS location-based ads
5.6 Vodafone expands mobile advertising services to 18 markets

6 Conclusion
6.1 Mobile LBS
6.2 Main drivers to LBS growth
6.3 Mobile advertising
6.4 Mobile LBA
6.5 Drivers to Mobile LBA
6.6 Barriers to Mobile LBA
6.7 LBA Advantages
6.8 Will LBA succeed in the future?
6.9 Impact of mobile social networking
6.10 Adult content
6.11 Technology to drive Mobile LBA
6.12 Voice search and LBA
6.13 Advantages and disadvantages of voice search
6.14 Picture search and recognition
6.15 Recommendations
6.15.1 Mobile advertising in general
6.15.1.1 Quality will matter
6.15.1.2 Co-ordination and integration
6.15.1.3 Target individual needs
6.15.1.4 Segmentation
6.15.1.5 Awareness
6.15.1.6 Relevance
6.15.1.7 Value
6.15.1.8 Opt-in option
6.15.2 LBA-specific recommendations
6.15.2.1 For operators
6.15.2.2 For advertisers
6.15.2.3 For search vendors
6.15.2.4 For handset manufacturers
6.15.2.5 For DA/DQ providers

7. Analysis & forecast
7.1 Growth in LBS
7.2 Revenues
Figure 7.1. Overall LBS revenue forecast 2009-2014
Figure 7.2. Carrier-generated revenue forecast 2009-2014
7.3 Ad-funded LBS
Figure 7.3. Ad-funded LBS forecast 2009-2014
7.4 Subscribers
Figure 7.4. LBS global subscribers forecast 2009-2014
7.5 GPS in mobile handsets
Figure 7.5 GPS-enabled handset forecast 2009-2014
7.6 Mobile search
7.7 Ad funded models
7.8 Mobile search forecast
7.9 Mobile ad-spend
Table 7.1. Global Ad Spend, 2009-2014 (Selected Formats)
Table 7.6. Global mobile messaging ad spend forecast, 2009-2014
Figure 7.7. Global mobile display and mobile search ad spend,
2009-2014
Figure 7.8. Overall global mobile ad spend, 2009-2014
Figure 7.9: Mobile communities users as % of total mobile subscribers, 2009-2014
7.10 Mobile social networks