ABI Research published last week a new report which forecasts that the location-aware advertising market will reach $1.8 billion in 2015 in the United States. In comparison, the total mobile advertising market will be $5 billion, showing that a sizeable part of the mobile advertising market will use a geo-location component.
ABI Research recognizes that today “It’s still early days and there’s no single ‘right’ approach to location-based advertising,” says practice director Neil Strother. “This remains a very fragmented market that is full of experimentation.”
Die Markteintrittsstrategie ist ein Begriff des internationalen Marketings und Managements und beinhaltet Maßnahmen, mit denen ein Unternehmen versucht, Markteintrittsbarrieren zu überwinden. Die Planung einer entsprechenden Strategie ist notwendig, wenn ein Produkt oder eine Dienstleistung in einem neuen Markt eingeführt werden soll. Hierbei gilt es auch die richtige nationale oder internationale Timingstrategie zu wählen. Das Gegenstück zu den Markteintrittsstrategien bilden die Marktaustrittstrategien.
The tools that marketers typically use to entice check-ins, deals and discounts, did not hold much appeal for respondents to the survey. Most smartphone users believed social connections were the biggest draw to location-based apps. Among those who were familiar with them, 41% said connecting to people they knew or could meet was the main benefit, followed by finding places their friends liked (21%) and being able to keep track of their movement patterns over time (17%). Just 8% thought discounts and rewards were the most important benefit, and only 4% cared about the gaming elements of checking in
Users of check-in services were more likely than the overall smartphone population to be female, under 35 years old and full-time students.
Users of check-in services are an active group that spends enough time on mobile to see and remember marketing messages there. As uptake continues, that habit will develop in more of the mobile population. Currently, check-ins still skew young, with only a third of current users ages 35 and older, but if app developers and their marketing partners continue to reassure users about the risks and rewards of participation that landscape could change.
Canadian market research firm IE Market Research Corporation (IEMR) forecasts that global GPS/LBS devices shipments will rise from 526.3 million in 2011 to 946.7 million in 2015 for a CAGR of 15.8%.”
GPS/LBS Devices Shipments to Rise 15.8% per Year until 2015
“The key driver behind GPS Navigation adoption will be smartphones-- we forecast that global shipments of smartphones with GPS/LBS capability will increase from 297.7 million in 2011 to 604.9 million in 2015. This is the biggest growth among all the categories of GPS/LBS devices,” said Nizar Assanie, Vice President Research at IEMR.
confirms 208 operators are now investing in LTE, which is 9
LTE is the fastest developing mobile system technology ever. GSA has again raised its market outlook and now anticipates that at least 81 LTE networks will be in commercial service by end 2012
A further 54 operators in 20 more countries are engaged in LTE technology pilot trials or tests
LTE networks are launched in 14 countries: Austria, Denmark, Estonia, Finland, Germany, Hong Kong, Japan, Lithuania, Norway, Philippines, Poland, Sweden, USA, and Uzbekistan.
Why Location-Based Services Will be the Killer App of the 2012 Elections
Obviously, 2012 will be a different landscape for several reasons, but the biggest is the ascendance of mobile and, in particular, location-based services.
Up until now, such services have been a curiosity driven by early adopters who have no issues about broadcasting their whereabouts to the whole world. In a nation of 310 million people, this is still a niche market.
The biggest of the services, Foursquare, has about 8 million users, which is respectable but not mass.
The infrastructure is already in place for such a plan. Thanks to a nonpartisan, get-out-the-vote effort in 2010, Foursquare made it possible to check in at any of the country’s polling places and then broadcast it. Of course, Foursquare’s not the only game in town; Facebook Places lets you check in at the polls and tell all your Facebook friends about it.