June 29, 2009

The Future Of Location-Based Services: Four Service Categories Will Emerge

by Thomas Husson

with Michelle de Lussanet, Laura Wiramihardja

Executive Summary (This is a document excerpt)

Location is at the very heart of the mobile value proposition. Thirty percent of European online consumers with mobile phones are interested in using mobile GPS/navigation services, while 52% of smartphone owners with unlimited mobile Internet packages already do so. Beyond navigation services and mapping, a range of innovative location-based services (LBS) for mobile phones is emerging. Coupled with consumer interest are significant changes in the value chain, with Nokia's acquisition of NAVTEQ and Web developers' interest in the mobile platform being key drivers for LBS. Location identifiers help filter and search for information, facilitating interactions between people. If consumer product strategists manage to build a compelling user experience and reassure consumers about privacy and pricing issues, location as a service will become obsolete — and will instead become a core enabler of mobile activities.

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