Chapter 1: Introduction
1.1. Mobile as media
1.2. Mobile advertising
1.2.1. Types of mobile ads
1.2.1.1. SMS
1.2.1.2. Premium SMS
1.2.2. MMS
Chart 1.1: Top 10 mobile media usage trends, 2010
1.2.3. Banner advertising
1.2.4. Mobile gaming
1.2.5. Interactive advertising
Chart 1.2: Handset market share 1st quarter 2010
1.2.6. Viral advertising and marketing
1.2.7. Mobile social networking
1.3. Evolution of mobile location based advertising
1.3.1. Location as a mobile tool
1.3.2. How are location based services offered?
1.3.2.1. Radiolocation through base stations
Figure 1.1: An example of mobile phone triangulation
1.3.2.2. GPS
Figure 1.2: Visualisation of GPS technology
Table 1.1: GPS error sources
1.3.2.3. GPS in mobile handsets
1.4. Mobile search
1.4.1. Types of mobile search
1.4.1.1. Mobile local search
1.5. Approaches to LBA
1.5.1. Push
1.5.2. Pull
1.5.3. 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
Chart 1.3: Would consumers be willing to reveal their current location to receive relevant advertising, 2010
Chart 1.4: Would US mobile users engage with a mobile ad if it was relevant to their location, 2010
Chapter 2: The LBA market landscape
2.1. Current market for LBA
2.2. Mobile LBA
2.3. Will mobile LBA really work?
2.4. Location based services (LBS)
2.4.1. Evolution of LBS
Figure 2.1: Timeline illustrating the development of LBS technology
2.4.2. Current market for LBS
2.4.3. Why are LBS important to mobile?
2.4.4. LBS market opportunity
Figure 2.1: A representation of the rise in mobile location based services, 2010
2.4.4.1. Start-up location based services
2.4.4.2. Mobile social networking and UGC
2.4.4.2.1. The importance of instant content
2.4.4.2.2. Content breeds content
2.4.4.2.3. The growth of social networking
Chart 2.1: Popular fixed line Internet activities, 2009-2010
Chart 2.2: Top 10 websites globally by unique visitors
2.4.4.2.4. Mobile social networking and LBA
2.4.4.3. Location based social networks
Figure 2.3: Location based social networks and services funding, June 2010
2.4.4.3.1. Foursquare
Figure 2.4: Foursquare location based advertising example
2.4.4.3.2. Gowalla
2.4.4.4. Ad-supported mobile gaming
Chart 2.3: Mobile subscribers who have played games at least once during Feb 2009 and Feb 2010 in the US (based on a 3 month average)
Chart 2.4: How many games have smartphone users added to their device, April -May 2010
2.5. Mobile search
2.5.1. The importance of mobile search to advertising
Chart 2.5: Commercial searches Q3 and Q3 2009
2.5.2. Mobile search
2.5.2.1. Mobile search current landscape
Table 2.1: Top 10 search providers in the US, April 2010
2.5.2.2. How does mobile search differ from fixed line search?
2.5.2.3. The importance of mobile search to LBA
2.5.2.4. Mobile local search and directory services
2.5.2.4.1. Mobile local search to grow in demand
2.5.2.5. Importance of maps to mobile local search
2.5.2.6. Voice search
Chart 2.6: Methods of asking for information whilst driving, 2010
2.5.2.7. Picture search and recognition
2.6. Mobile advertising
2.6.1. Mobile advertising grows in demand
Chart 2.7: Mobile advertising revenues, 2009 – 2015
2.7. Mobile advertising acquisitions
Figure 2.5: Google and AdMob methods of mobile advertising
2.8. Mobile LBA technology
2.8.1. Technological advancement to boost LBA prospects
2.8.2. Mobile barcodes
Figure 2.6: 1D and 2D barcode comparison
Figure 2.7: Making a payment via Mobio
2.8.3. NFC (near field communication)
2.8.4. Wireless technologies
Chapter 3: LBA driving factors
3.1. Mobile advertising market trends
3.1.1. Big brand mobile advertising
3.1.2. Advertising media packages
3.2. Ad networks to drive mobile advertising?
3.2.1. Mobile ad inventory
3.3. Mass market drivers to LBA growth
3.3.1. Mobile as first choice communication method
3.3.2. Smartphone market share
3.3.2.1. User interface
Chart 3.1: Operating system share of global web, Dec 09
3.3.2.2. The rise in smartphone sales
Chart 3.2: Mobile phone market share, 2008 and 2009
Chart 3.3: The global smartphone market, Q1 2009 and Q1 2010
Chart 3.4: US smartphone and feature phone market projections, 2008-2011
3.3.2.3. Smartphone advertising
Chart 3.5: Smartphone advertising share in the US, 2010
3.3.4. Mobile Internet penetration
Figure 3.1: Global mobile Internet penetration, 2009
Chart 3.6: Mobile browser activity, June 2009-July 2010
3.3.4.1. Barriers to mobile Internet
3.4. What will drive LBS?
3.4.1. Data consumption
3.4.2. Data pricing
3.4.3. Potential markets
3.4.4. The consumer
3.4.4.1. The mobile demographic
Chart 3.7: Facebook age demographic, 2009 and 2010
3.4.4.2. User profiling
3.4.4.3. The mobile user and advertiser relationship
Chapter 4: Delivering LBA
4.1. User interface
4.2. Fixed line players move to mobile
4.2.1. Google
Chart 4.1: US and UK search engine market share for the fixed line Internet, March 2010
Chart 4.2: US and UK search engine market share for the mobile Internet, June 2009 - July 2010
4.2.1.2. Google mobile search
4.2.1.3. Google's AdWords
4.2.1.4. Google mobile local search
4.2.1.5. Google acquisitions
Chart 4.3: Number of acquisitions by Google, 2001-2010
4.2.1.5.1. Invite Media
4.2.1.5.2. AdMob
4.2.1.5.3. Teracent
4.2.1.5.4. Earlier acquisitions
4.2.1.5.5. GOOG 411
4.2.1.5.6. Google Android
4.2.1.6. The Open Handset Alliance
4.2.2. Yahoo
4.2.2.1. Yahoo mobile search
4.2.2.2. Yahoo maps
4.2.2.3. Yahoo oneSearch
4.2.2.4. Yahoo mobile ad network
4.2.2.5. Yahoo Mobile site submit
4.2.2.6. Yahoo and Microsoft Bing
Chapter 5: Other search vendors
5.1. Nokia
5.1.1. Nokia Mobile Search
5.1.2. Nokia and Navteq
5.1.2.1. Ovi Maps
5.1.3. Nokia and Yahoo
5.1.4. Enpocket
5.2. MobilePeople
5.3. m-spatial
5.4 The Local Data Company
5.5. The Mobile Data Association
5.6. Medio mobile search
5.6.1. Advertising and merchandising
5.7. AirG and mobile social networks
5.8. Hypertag
5.9. Sprint's Slifter
Chapter 6: Directory assistance and directory enquiries in LBA
6.1. Yell.com
6.2. JumpTap
6.3. InfoNXX
6.3.1. 118 118
6.4. Tele Atlas
Chapter 7: Conclusion
7.1. Mobile LBS
7.2. LBS growth
7.3. Mobile advertising
7.4. Mobile LBA
7.5. LBA growth
7.6. Barriers to mobile LBA
7.7. LBA advantages
7.8. The future of LBA
7.9. The impact of mobile social networking
7.10. Adult content
7.11. Technology to drive mobile LBA
7.11.1. GPS
7.11.2. Voice search and LBA
7.11.3. Picture search and recognition
Chapter 8: LBA recommendations
8.1. For operators
8.2. For advertisers
8.3. For search providers
8.4. For handset manufacturers
8.5. For DA/DQ providers
8.6. Recommendation overview
Chapter 9: Analysis and forecast
9.1. LBS growth
9.2. Revenues
Chart 9.1: The overall revenues of the location based services market, 2010-2015
9.3. Ad-funded LBS
Chart 9.2: Percentage of advertising revenue from total app revenue, 2010-2015
9.4. Subscriber figures
Chart 9.3: Total location based services subscriber figures, 2010-2015
9.5. GPS in mobile handsets
Chart 9.4: Number of handsets GPS enabled shipped worldwide, 2010-2015
9.6. Mobile search forecast
9.7. Mobile ad spend
Chart 9.5: US mobile ad spend, 2010-2015
9.8. Mobile ad revenue
Table 9.1: Mobile ad revenue, 2010-2015
Chart 9.1: Mobile ad revenue, 2010-2015
Chart 9.7: Total mobile ad revenue, 2010-2015
9.9. Mobile social networks
Chart 9.8: Mobile communities as a % of total mobile subscribers, 2010-2015
Chart 9.9: Overall location based service subscriber figures
Appendix A: About visiongain
Appendix B: Visiongain report evaluation form
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