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IEMR’s Asia Pacific GPS Navigation and Location Based Services Forecast provides five-year annual forecasts for the following categories within the LBS market: Voice-Guided In-Car Navigation, Voice-Guided Pedestrian Navigation, Mobile Maps, Mobile Maps Applications (weather, restaurant guides, traffic, etc.), People Tracking, tracking and tracing (commercial applications), Location Enabled Search and Advertising, and Other LBS Applications (e.g. Proximity-based actuation, Proximity-based notification, etc.). This regional forecast covers the following countries: Australia, China, India, Indonesia, Japan, Malaysia, New Zealand, Philippines, Singapore, South Korea, Taiwan, and Thailand. The report is based on IEMR’s Global Consumer Telecommunications Survey-- which covers 50,000 mobile users in 50 markets globally— and is the most extensive country-specific forecasts of its kind.

To this comprehensive forecast, we are adding a PowerPoint presentation and an audio conference with David Williams, Independent Contributing Analyst at IEMR, CEO of E-911 LBS Globe and formerly Product Manager, LBS Solutions at AT&T. The presentation and audio conference provide our clients with an overview of key trends in the global GPS navigation and location based services market and an overview of exciting developments in this market globally.

To watch the video of the Executive Summary of IEMR's Global GPS Navigation and Location Based Services Forecast, click on the link below.

This report will be useful to:

·         Location Based Service providers

·         Strategists and analysts at vendors responsible for LBS strategy development and business analytics

·         Handset and device manufacturers in all areas of the telecommunications market that need strategy recommendations on key trends in the global mobile handset industry

·         Financial analysts and portfolio managers covering firms in the LBS industry or the mobile handset industry

·         Consultants advising their clients on LBS markets

·         Researchers who need to gain a better understanding of the global LBS market

Executive Summary

Global market for GPS navigation and Location Based Services to rise to $13.4 billion in 2014, a CAGR of 51.3%

An increasing number handsets launched have GPS capability and we expect greater ubiquity of GPS / LBS over the next five years 

• While growth in the LBS market has not been spectacular in the past, we think that the increasing availability of GPS handsets and applications (particularly Android and iPhone applications) will help accelerate adoption for LBS across the world.
• We are forecasting a total addressable global market for GPS navigation and location based mobile services to rise by a CAGR of 51.3% to $13.4 billion in 2014, from $1.6 billion in 2009.

Location Enabled Search and Advertising will see the biggest growth, growing at a CAGR of 131% over the next five years

Location Enabled Search and Advertising will replace Voice-guided In-Car Navigation as the main use for GPS-LBS applications in the next several years

• Globally, we think that Location Enabled Search and Advertising will see total spend rise significantly from $207.3 million in 2009 to $5.9 billion in 2014, making it the fastest growing segment in the LBS market place.
• We think that by 2014, there will be 780 million unique users of Location Enabled Search and Advertising with 15.6 billion click thrus.
• Globally, we are forecasting that Cost per Click to advertisers will decline only marginally over the next five years from 42¢ in 2009 to 38¢ in 2014.

The future of Location based services is in Location Enabled Search and Advertising

Location enabled searches are becoming increasingly popular:

• Our channel checks with leading service providers suggest that a larger proportion of mobile searches are conducted through local searches or point of interest applications.
• Our channel checks also suggest that web-based search applications such as Google Maps and Yahoo OneSearch are getting better traction in the mobile space.
• Our analysis of click thru rates for mobile advertising support our assumption that click thrus are going to see a major upswing in the 2010 – 2011 period.

Voice Guided Automobile GPS Navigation users will rise to 61 million users in 2014

We are expecting total spend on Voice Guided Automobile GPS Navigation to rise to $3 billion in 2014

• In our view, a number of factors are driving the adoption of car GPS navigation. These include:
  • Pre-installed GPS navigation in vehicles in North American and European markets.
  • Flexible pricing models such as monthly, weekly and per route subscriptions.
  • Increasing convergence of devices for use both in the car and outside it.
• As in all technologies, we are forecasting that monthly ARPUs for Voice Guided In Car Navigation services will be declining. We forecast that it will drop from $5.90 in 2009 to $4.16 in 2014.
• Our surveys show that ARPUs for Voice Guided In Car Navigation is more sticky than other LBS services (such as maps and map applications), primarily because individuals likely to install these devices in their cars are not as price sensitive as the overall population.   

Regional Overview

North American GPS navigation and LBS market to rise to $4.3 billion in 2014

North America (Canada and United States) will account for 32.4% of the world market share for GPS navigation and LBS spend in 2014

• We see the biggest growth coming from Location Enabled Search and Advertising in the North American market. Total spend in this category will rise in North America at a CAGR of 136% to reach $2 billion by 2014.
• There were 6.2 million Voice Guided In Car Navigation users in North America in 2009. This accounts for 42% of global users. We expect that in 2014, North America will have 17.2 million Voice Guided In Car Navigation users, accounting for 27.8% of global users of such services.
• Canada will see 40.5% CAGR in LBS spending over the next five years with a market valued at $193 million in 2014.
• The United States will still be one of the largest single market for LBS in the world with a growth rate of 37.5% CAGR over the next five years. We expect the US market to be valued at $4.16 billion in 2014.  

South and Central America GPS Navigation and LBS market to rise to $320 million in 2014, a CAGR of 43.2%

South and Central America will account for about 2.4% of the world market share for GPS Navigation and LBS spend in 2014

• Total spend in Location Enabled Search and Advertising will grow more rapidly than in other categories over the next five years in the South and Central American market. Total spend in this category in the region will rise from $0.07 million in 2010 to $13 million in 2014.
• The category with the highest total spend in South and Central America is People Tracking. We expect that People Tracking Users in the region will increase from 4.4 million in 2009 to 73 million in 2014.
• Brazil, the largest market in the region, will see 44.3% CAGR in LBS spending over the next five years with a market valued at $153.6 million in 2014.
• The second largest market in the region will be Mexico with a growth rate of 44.2% CAGR over the next five years. We expect the Mexican LBS market to be valued at $93.3 million in 2014.  

Eastern Europe GPS Navigation and LBS market to rise to $325 million in 2014, a CAGR of 70.6%

Eastern Europe will account for 2.4% of the world market share for GPS Navigation and LBS spend in 2014

• The category with the largest total spend in Eastern Europe will continue to be Voice-Guided In-Car Navigation. We expect that there will be 3.8 million users of Voice-Guided In-Car Navigation in Eastern Europe in 2014 with total spend of $151.6 million.
• However, the biggest growth will come from Location Enabled Search and Advertising in the Eastern European market. Total spend in this category will rise at a CAGR of 366% to reach $77 million by 2014.
• Russia is the largest market for LBS in the region with a growth rate of 69.7% CAGR over the next five years. We expect the Russian market to be valued at $158.3 million in 2014.  
• Poland will see 73.2% CAGR in LBS spending over the next five years with its market valued at $78 million in 2014.

Asia-Pacific GPS Navigation and LBS market to rise to $3.16 billion in 2014, a CAGR of 50.7%

Asia-Pacific will account for 23.6% of the world market share for GPS Navigation and LBS spend in 2014

• The highest growth will come from Location Enabled Search and Advertising in the Asia-Pacific market. Total spend in this category will rise at a CAGR of 115.6% to reach $1.63 billion by 2014, replacing Voice-Guided In-Car Navigation as the largest category in the regional LBS market from 2012 onwards.
• We expect that users of Voice-Guided In-Car Navigation will increase from 6.7 million in 2009 to 22.5 million in 2014. Total spend in this category will reach $667 million in 2014.
• The largest LBS market in Asia-Pacific is Japan with an estimated total spend of $1.71 billion in 2014 (CAGR of 42.5%). The largest category in the Japanese market in 2014 will be Location Enabled Search and Advertising with $908 million in spending in 2014.
• China will see 67% CAGR in LBS spending over the next five years with a market valued at $233.8 million in 2014. Also, total spend in India’s LBS market will rise to $158.4 million in 2014.

Middle East and Africa GPS Navigation and LBS market to rise to $248.7 million in 2014, a CAGR of 67.5%

Middle East and Africa will account for 1.9% of the world market share for GPS Navigation and LBS spend in 2014

• The LBS market in Middle East and Africa will grow rapidly over the next several years. In terms of categories within the market, the largest one will continue to be Voice-guided In-Car Navigation, with an estimated total spend of $80.5 million in 2014.
• We expect that users of People Tracking in Middle East and Africa will increase at a growth rate of 105% CAGR over the next five years to reach 41.3 million in 2014.
• Turkey, the largest market for LBS in the region, will have total spend of $80.8 million in 2014 (CAGR of 66.7% over the next five years).
• Total spend in South Africa’s LBS market will be $68.7 million while total spend in Egypt’s LBS market will be $38.3 million by the end of 2014.

Table of Contents

Countries Covered in this Forecast

Australia

China

India

Indonesia

Japan

Malaysia

New Zealand

Philippines

Singapore

South Korea

Taiwan

Thailand

Series Covered for each country and the region, 2010 - 2014

Voice Guided in-Car Navigation

  Service Users (millions)

  Average Revenue per User ($)

  Total Spend ($ millions)

Voice Guided Pedestrian Navigation

  Service Users (millions)

  Average Revenue per User ($)

  Total Spend ($ millions)

Mobile Maps

  Pre-installed Map Users (millions)

  Over the Air Map Users (millions)

  Average Revenue per User ($)

  Total Spend ($ millions)

Mobile Maps Applications (weather, restaurant guides, traffic, etc.)

  Mobile Map Application Users (millions)

  Average Revenue per User ($)

  Total Spend ($ millions)

People Tracking-Consumer

  People Tracking Users (millions)

  Average Revenue per User ($)

  Total Spend ($ millions)

Tracking and Tracing- Business Applications

   Total Spend ($ millions)

Location Enabled Search and Advertising

  Search Users (millions)

  Total LBS Enabled Searches (millions)

  Total LBS Ad Sponsored Searches (millions)

  Total LBS Ad Sponsored Click Thrus (millions)

  LBS Search Advertising Cost per Click ($)

  Total Spend ($ millions)

Other LBS Applications (e.g. Proximity-based actuation, Proximity-based notification, etc.)

  LBS Download Application Users (millions)

  LBS Application Download Events (millions)

  Average Revenue per User ($)

  Total Spend ($ millions)

Summary (Total Spend, $ millions)

  Voice-guided In-Car Navigation

  Voice-guided Pedestrian Navigation

  Mobile Maps

  Mobile Maps Applications

  People Tracking

  Tracking and Tracing- Business Applications

  Location Enabled Search and Advertising

  Other LBS Applications

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