Abstract
Identifying people, objects and data by their geographical location has always
been crucial, though it has provided limited commercial value. However, the
rapid evolution and commoditisation of the communication services technologies
has led the way to the development of this activity as a business opportunity.
One way to identify the data and objects by their physical location is by
geotagging them - the process of adding geographical identification metadata
to various media such as photographs, video, websites, RDF or RSS feeds and is
a form of geospatial metadata.
Geotagging has emerged as a new market opportunity within the rapidly growing
LBS and UGC markets. As the LBS market grows, the number of geotagging
applications and platforms being launched around its ecosystem is increasing.
The Location-Based Services and Location- Based Advertising markets have grown
in importance over past few years. Evidence of this growth lies in sectoral M
& A activity, where almost all the big players i.e. Google, Nokia, Microsoft
and Yahoo! have consolidated their positions quickly, by adding new companies
and products to their portfolios. Also, a number of new start-ups have
surfaced and are adding to the development of an LBS ecosystem.
GPS is increasingly becoming the technology of choice for mobile LBS. Once a
clear geotagging technology emerges that works with all GPS mapping
applications, is user-friendly and available to all, geotagging will take off.
The growth of GPS in mobile is key to the future of geotagging. The spread of
GPS, coupled with the huge improvements in the quality of cameras on handsets,
mean that many users have now bought into device convergence - their phone is
also their digital camera, and their MP3 player, and much more besides. The
astronomical success of the iPhone is testament to this.
Mobile mapping and geotagging has great potential due to the relationship
between a mobile subscriber and their handset, where the mobile device is
often with the end-user for most of their waking time. With mobile penetration
reaching 100% in many developed markets, the mobile camera phone will soon be
in virtually everyone' s pocket.
Social networking and user generated content forms another market upon which
geotagging is dependent. The importance of online and mobile communities has
grown rapidly throughout the world - social networking is the now 4th largest
sector on the Internet, and their user-landscape has gradually changed to a
more ' broader and older' audience. Alongside other types of multimedia
content, millions of images are uploaded onto these sites by their users
everyday, creating opportunities for the development of a whole range of
applications by third-party vendors. Already, there are many applications for
geotagging the content by location on general sites i.e. Facebook and MySpace
and photo-centric sites like Flicker. The new visiongain report, Mobile
Geotagging - a new market opportunity from within the LBS and UGC markets,
Analysis and Forecast 2009-2014 is amongst the first to provide you with the
insight to this growing market area. It examines the opportunities offered by
geotagging and how advertisers, operators, manufacturers and other
stakeholders can all get involved to provide profitable location-based
services.
By reading this 100+ page report you will understand all of the exciting
opportunities that will be available to increase your revenues and brand
awareness.
This exclusive management report will tell you the following:
- Who are the main players in the mobile geotagging and what are they doing?
- What different forms of geotagging are available and expected to appear in
the future?
- Why is geotagging so important to mobile?
- When will geotagging start to make traction in the market? When will it
become a mass market proposition?
- How successful will it be?
- What is current landscape of the LBS and LBA markets, the key players, and
future trends and prospects
- How are online and mobile social networks, and UGC growing
- Factors and drivers expected to influence future growth in the mobile
geotagging market, and
- Recommends for different industry players
Find out the answers to these and many other questions by buying this vital
industry insight.
Who needs to read this report
Directors, VP and Senior managers in:
- Mobile/ Cellular carriers and operators
- Digital and Mobile Advertising agencies
- Mobile Search companies
- Online/mobile mapping providers
- Handset manufacturers
- Location Based Service Providers
- Brands looking to tap into the mobile audience
- Online and mobile content providers
Important developments:
HTC Touch Cruise with new geotagging application
HTC in January 2009 unveiled a revamped version of HTC Touch Cruise handset in
the US with new geotagging software called HTC Footprints.
Google launches Latitude
Google Latitude is a location-aware mobile app developed by Google. Latitude
allows mobile phone users to allow certain other people on user Gmail contact
list to track where users are.
Table of Contents
Executive Summary
- E1. Development of location specific information as a commercial
opportunity
- E2. Mobile geotagging - a new market opportunity within LBS and UGC markets
- E3. Mobile Geotagging and location aware services & advertising
- Figure E1: The location-aware market in growth-phase
- E4. The significance of social networking and UGC for mobile geotagging
- E5. What does the future hold for mobile geotagging?
- Figure E2: Mergers & Acquisitions in LBS and navigational services
markets, 1999-2007
- E6. Scope of this report - an outline of each chapter
1. An overview of Geotagging market
- 1.1 Proliferation of location specific information
- 1.1.1 The need to tag the information - how does it work?
- 1.1.2 The commercial importance of tagging of locations, objects and data
- 1.2. Geotagging
- 1.2.1 What is Geotagging?
- 1.2.2. Use and benefits of Geotags
- 1.2.2.1 Labelling, search and finding
- Figure 1.1: Geotagged photos with POIs
- 1.2.2.2 Advertising
- Figure 1.2: Penetration of SMS and LBS usage by user profile
- 1.2.3 Geotagging in photography
- 1.2.3.1 Mapping photographs
- 1.2.3.2 Cameras with built-in GPS
- 1.2.3.3 Obstacles to development
- 1.3 Methods of geotagging photographic content
- 1.3.1 Automatic method - using a connected GPS
- 1.3.1.1 Automatic method - problems with location accuracy
- Figure 1.3: Geographical issues with geocoding - photograph
- 1.3.2 Synchronising with a separate GPS
- 1.3.3 Manual geotagging
- 1.4. Different approaches to geographical identification of metadata to
various media
- 1.4.1. Auto-geotagging
- 1.4.1.1 Location acquisition
- 1.4.1.2 Real time media transfer
- 1.4.1.3 Online mapping
- 1.4.1.4 Auto-geotagging and privacy concerns
- 1.4.2. Geocoding
- 1.4.2.1 Reverse geocoding
- 1.4.2.2 Geocoding - address interpolation
- 1.4.2.3 Privacy concerns in geocoding and reverse geocoding
- 1.4.2.4 Geographic information system (GIS)
- 1.4.2.5 Geolocation
- 1.4.2.6 Georeference
- 1.4.2.7 GeoRSS
- 1.4.2.8 GPS
- 14.2.8.1 Galileo - Europe' s GPS
- Figure 1.4: The $4.5bn Galileo navigation system expected to be
ready by 2011/2012
- 1.4.2.8.2 GPS in wireless
- 1.4.2.8.3 Geotagging with GPS
- 1.4.2.8.3.1 Geotagging with GPS - the capture and process
- Table 1.5: GPS error sources
- 1.4.2.9 Mobile blog
- 1.4.2.10 Supranet
- 1.4.2.11 Mobile tagging
- 1.4.2.12 Geoblogging
- 1.5 Geotagging techniques
- 1.6 Geotagging standards in electronic file formats
- 1.6.1 JPEG Photos
- 1.6.2 HTML pages
- 1.6.2.1 ICBM method
- 1.6.2.2 RDF and RSS feeds
- 1.6.2.3 Microformat
- 1.6.2.4 Wikipedia
- 1.7. Geotagging in tag-based systems
2. Mobile Geotagging - market opportunity and driving factors
- 2.1 Access of Internet on mobile phone
- Figure 2.1 Mobile internet users by 2014
- 2.2 Mobile phone as a camera
- Figure 2.2: Japan survey - "How often do you use your video camera?"
- 2.2.1 Trend in growth of high resolution cameras
- 2.2.2 Will high resolution camera phones change the game for social
networks?
- Figure 2.3: Number of camera phones in market 2008 - 2014
- 2.3 Mobile Geotagging market opportunity - the current landscape
- 2.4 Market consolidation to offer increased opportunities for geotagging
- Table 2.1: Number of companies acquired and merged between 1999-2008
- 2.4.1 Google will continue to compliment growth in opportunities in
diversification
- 2.4.1.1 Google' s market strategy
- 2.5 Market opportunity for white-label applications developers
- 2.6 Market drivers to LBS and opportunities for geotagging
- 2.7.1 Location as a mobile tool
- 2.7.2 LBS to drive mobile content
- Figure 2.4: Types of mobile avertising & marketing
- 2.8 Mapping key to Geotagging
- 2.9 Mobile social networks to grow in importance for geotagged content
- 2.10 Consumers to buy into device convergence
3. Geotagging and advertising
- 3.1 Success of contextually relevant advertising and marketing
- 3.2 LBS offering: market consolidation and competitive landscape
- Table 3.1: Number of start-ups in LBS and geotagging markets
- 3.2.1 Commoditisation of GPS
- 3.3 LBS market opportunity
- 3.3.1 Potential for location-aware applications and Geotagging
- 3.3.2 Key markets for LBS application
- 3.3.3 Potential for LBS on mobile devices
- 3.4 How are LBS offered?
- 3.4.1 Radiolocation through base stations
- Figure 3.1: Mobile phone triangulation
- 3.4.2 Building successful LBS applications on GPS: the key areas
- 3.4.2.1 Mapping information
- Figure 3.2: Location based services value chain
- 3.4.2.2 Navigation services
- 3.4.2.3 Point of interest information
- 3.4.2.4 User-generated content
- 3.4.2.5 Advertising
- 3.4.3 Options on adding context to applications
- 3.4.3.1 Using an on-device, third-party map data and visualization
application
- 3.4.3.2 Using a web-based GIS service
- 3.4.3.3 Embedding a third-party GIS engine
- Figure 3.3: Atlas mobile search
- 3.5 Mobile search
- 3.5.1 Search is vital to mobile advertising
- 3.5.2 US mobile search ad revenues
- 3.5.3 Mobile search: the current market status
- Figure 3.4: Top search engines by marke share (%)
- 3.5.4 Competitive landscape of mobile search
- 3.5.5 Google leads the mobile search market
- Figure 3.5: Percentage of US searches among leading search engine
providers Feb-2008-2009
- 3.5.6 The future of mobile search
- Figure 3.6: US mobile search demography (%) Feb 2008-2009
- 3.5.6.1 Localisation the key to mobile search future
- 3.5.7 Challenges confronting mobile search
- 3.6 Location-based advertising
- 3.6.1 Current market for mobile LBA
- 3.6.2 Mobile web usage to spur growth in mobile ad sector
- 3.6.3 Future of Mobile LBA
- Figure 3.7: Cisco projects mobile data traffic will increase 66X from
2008 to 2013
- 3.6.4 LBA to get boost from LBS
- 3.6.5 LBA driving factors and barriers
- 3.6.5.1 The importance of search to LBA
- 3.6.5.2 Mobile social networking and LBA
- 3.6.5.3 Barriers to LBA success
- 3.6.6 Mobile LBA technologies
4. Geotagging and social networking
- 4.1 Social networking market trends
- 4.1.1 Growth in online communities
- 4.1.2 Social networks the 4th largest sector on Internet
- Figure 4.1: Mobile communities 4th largest sector on Internet
- 4.1.3 Users now spend more time on social networking
- Figure 4.2: Time spent by consumers on social networks globally
- 4.1.4 The change in social networks user landscape: a shift towards
' broader and older' audience
- Figure 4.3: Changing social networks user landscape to ' broader &
older' audience
- 4.1.5 Growth in social networks revenues: How MySpace and Facebook have
expanded
- 4.2 Social networking on mobile phones
- 4.2.1 Mobile social networks
- Figure 4.4: Mobile communities users as % of total mobile subscribers,
2009-2014
- 4.2.2 Worldwide popularity of mobile communities
- Figure.4.5: Top 10 websites globally by reach, April-May 2009
- 4.3 Mobile social networking and UGC
- 4.3.1 The importance of instant content
- 4.3.2 Content breeds content
- 4.4 Geotagging on social networks
- 4.4.1 The importance of geotagging in social networking
- 4.4.2 Geosocial networks - the location-specific networking
- 4.4.3 Geotagging online content
- 4.4.4 Building applications with geotagged content
- 4.5 Generating revenue through mobile social networks
- 4.6 Barriers to mobile communities
- 4.7 Social networking - the current market landscape
- 4.7.1 GeoSentric' s GyPSii
- Figure 4.6: GyPSii geo-location technology
- 4.7.2 Rixome
- 4.7. 3 Geoblogging - Nokia' s Lifeblog
- Table 4.1: Nokia Lifeblog phone
- 4.8 Geotagging of news and Citizen Journalism
- 4.8.1 How it works
- 4.8.2 Hyperlocal news
- 4.8.3 newsBreakr
- 4.8.4 Google News Timeline
- Figure 4.7: Google News Map visualises online news popularity
5. The current market landscape of digital mapping and navigational services market
- 5.1 The key players
- Table 5.1. The online mapping market landscape
- 5.2 Google will continue to consolidate its lead position
- Table 5.2: Portfolio of Google' s digital mapping & navigational services
- 5.2.1 Google and digital mapping
- 5.2.2 Google Maps for developers
- 5.2.3 Google maps for mobile phones
- 5.2.4 Google and Picasa
- Figure 5.1: Google top-10 properities
- 5.2.5 Google and Wikipedia
- 5.2.6 Google Latitude
- 5.3 Microsoft
- 5.3.1 Microsoft and Multimap
- 5.4 Yahoo!
- 5.4.1 Yahoo and Flickr
- 5.4.2 Yahoo and Zonetag
- 5.5 Nokia
- 5.5.1 The evolution of geotagging on Nokia Nseries devices
- 5.5.2 Nokia and Navtaq
- 5.6 Tele Atlas
- 5.7 TomTom
- 5.8 Geotate and u-Blox
- 5.9 Locr
- 5.10 Loki from Skyhook
- 5.11 Mappr
- 5.12 i-gotU
- 5.13 Woophy
6. Market developments
- 6.1 Main happenings in geotagging sector
- 6.2 Facebook backs down on privacy policy, to develop new terms
- 6.3 Cisco adds social networking to its forte
- 6.4 Sony' s new camcorder with GPS geotagging
- 6.5 HTC Touch Cruise with new geotagging application
- 6.6 BlackBerry OS 5.0 update with geotagging application
- 6.7 Locr' s new location-enabled travel photo book
- Figure 6.1. Locr' s new travel photo book
- 6.8 iPhoto update helps show merits of geotagging
- 6.9 Twitter reinstates SMS services to UK mobile users
- 6.10 LG new Viewty includes geotagging capabilities
- 6.11 New geotagging method draws on Flickr photos.
- 6.12 Google lunches Flu Trends application
- 6.12 Geotagging for Nikon dSLRs
- 6.13 Google launches new applications with the Latitude service
- Figure 6.2: Google' s Latitude service, how it works
- 6.14 Nokia updates Ovi Maps to enable "Social Location"
7. Analysis and forecast
- 7.1 Growth in LBS
- 7.2 Possible LBS markets: an outline
- 7.3 Main drivers towards future growth in LBS
- 7.4 LBS growth: by revenue
- 7.5 LBS growth by subscribers
- 7.6 GPS in mobile handsets
- 7.7 The growth of geotagging on the net
- 7.8 Security concerns in LBS
- 7.8.1 Safety and security as market drivers
- 7.8.2 Spoofing the location finder in Apple' s iPhone
- 7.8.3 Controversy in UK over Google' s Street View
- 7.9 The importance of user privacy
8. Conclusion and recommendations
- 8.1 Mobile LBS grow in importance
- 8.2 How will geotagging be monetised? - Issues and challenges
- 8.3 Device convergence will be significant to geotagging
- 8.4 Who is offering a geotagging system?
- 8.5 Consideration to data costs vital to all markets, including geotagging
- 8.6 Ad-funded content and data costs
- 8.7 Technology unification
- 8.8 Recommendations
- 8.8.1 For network operators
- 8.8.2 For handset manufacturers
- 8.8.3 For developers
- 8.8.4 For advertisers
Companies Listed
- 3UK
- @Road
- 3deep
- A2B
- AdMob
- Apple
- Ask.com
- AskMen
- Avenue A Razorfish
- ActSoft
- Aligo
- Alturion
- Applied Generics
- AutoTrak GPS
- ActSoft Systems
- Andrew
- Aligo
- AOL
- AirPhoto USA
- Airflash
- AirSage
- Atlas
- Bebo
- BuzzCity
- Bell Mobility
- Broadcom
- Benefon
- bFound
- Canon
- ChaCha
- Citysearch
- Cisco
- Carnegie Mellon researchers
- CNET News
- Corrigo
- Centrality Communications
- Conexant
- DeLorme
- Dash Navigation
- Digg
- Del.icio.us
- Dailywireless
- DigitalGlobe
- Digital Cyclone
- Datafactory
- dodgeball
- European Space Agency
- EveryBlock
- Electronic Privacy Information Center
- ETH Zurich Department of Computer Science
- Enuvis
- ERDAS
- Flickr
- Facebook
- Firefox
- Fox Interactive Media
- Foolography
- Frappr
- FourSquare
- Freshlogicstudios
- Galileo
- Google Earth
- Google Maps
- Garmin
- Google Latitude
- GyPSii
- Google News Timeline
- GeoTango
- Geotate
- gigaom.com
- GE Equipment
- GlobeXplorer
- Garmin
- Global Locate
- GeoSolutions BV
- GlobeXplorer
- Gate5
- GeoTango
- Geo Invent
- GE
- geosnapper.com
- GDT
- Gowalla
- gsmarena
- Geoportail
- Hitwise
- HTC
- Hellman & Friedman and Texas Pacific Group
- Hughes
- Homeland Security
- H2 Technologies
- InfoSplit
- IGN
- i-gotU
- InfoSpace
- ImageAmerica
- IT2ME
- Intergraph
- Intransix (All Sport GPS)
- ipling
- JuiceCaster
- Juice Wireless
- JumpTap
- Jutut
- Jaiku
- Kelsey
- Keyhole
- Kivera
- Kakiloc
- Limbo
- LG
- LifeLogger
- Lop
- LiveJournal
- LifeType
- Locr
- Lars Aronsson
- Local.com
- Leica
- Lipidlabs
- Ionic
- Indus
- Loopt
- Live Search Maps
- Microsoft Corporation
- Microsoft Virtual Earth
- MapWith.Us
- Multimap
- Myspace
- Mobile Marketer
- Medio
- Millennial Media
- MocoSpace
- Mobimii
- Mobikade
- MediaBlog
- Mappr
- Motricity
- MapInfo
- mBiztech
- MobileAria
- Motion Based
- MDSI
- Motorola (GPS Holdings)
- Magellan
- Magellan
- MapQuest
- Mutually Inclusive PR
- Map24
- MapQuest
- Nikon
- Nordic Museum
- Nokia
- Navteq
- NearU Search
- Nokia Media Network
- News Corp
- nrme
- newsBreakr
- NBC' s Heroes
- Netsize
- Nordisk familjebok
- NOAA
- Navicore
- NetworkCar
- National Geographic
- Nortel (GMLC assets)
- Openwave
- Orbimage
- O2
- Orbimage
- OpenStreetMap
- Ovi Maps
- Pixxures
- Panoramio
- Pelago
- Photobucket
- PlaceBlogger
- Patch
- Palm
- Picasa
- Philips
- Privacy International
- Platial
- Pitney Bowes
- Punch Telematix
- PlanetLin
- PremierGuide
- Pelago
- Pictometry
- Qeep
- Qualcomm
- Quattro Wireless
- Qype
- Outside.in
- Quova
- Qualcomm
- Ricoh
- RIM
- Ringleader Digital
- Rotten Tomatoes
- Rixome
- Royal Artist Club
- Sanef
- Sony Corporation
- Swedish National Museum of Fine Arts
- Sony Ericsson
- Sense Networks
- Samsung
- Sky
- SaunaBlog
- Skyhook Wireless
- SiRF
- SignalSoft mobile
- SignalSoft bFound
- Snaptrack
- Spacient
- Space
- Southbank Systems Limited
- Smallworld
- Socialight
- SocialBomb
- Seat Pagine Gialle
- The Royal Stockholm Palace
- TomTom
- TeleAtlas
- Twitter
- The Nielsen Company
- T-Mobile
- TypePad
- Tim Kring
- TEVA
- TruePosition
- Trimble
- Telemedicus
- Terion
- The Map Network
- Traffic.com
- TCS
- Thales
- Thompson Associates
- TerraServer-US
- Terralink International
- u-Blox Holding
- UK Press Gazette
- UK Information Commissioner
- Useful Networks
- Ulocate
- Vodafone
- Virgin
- Vexcel
- Vicinity Corporation
- Vista Equity Partners/MDSI
- Vexcel
- Vista Equity
- Vindus
- Vicinity
- Wayfinder
- Wikipedia
- WhosHere
- Whrrl
- Woophy
- whatjapanthinks
- Wallace Wireless
- Wireless Matrix
- Webraska
- WhereNet
- WhereOnEarth
- Webraska
- Wildflower Productions
- Wave 8 survey
- Whatis.com
- Wireless-Technologies
- XeDAR
- Yahoo!
- YouTube
- Yelp
- YellowPin
- Yahoo! Maps
- Zintin
- Zonetag
- Zebra
