Mobile Location-Based Advertising will be worth € 10.7 billion in 2018

Mobile Location Based Advertsing

location based advertisng

According to a new research report from the analyst firm Berg Insight, the total value of the global real-time mobile location-based advertising and marketing (LBA) market will grow from € 1.2 billion in 2013 at a compound annual growth rate (CAGR) of 54 percent to € 10.7 billion in 2018. This will then correspond to 38.6 percent of all mobile advertising and marketing. Location-based advertising and marketing will thus represent around 7 percent of digital advertising, or 2 percent of the total global ad spend for all media.

The past year has seen a number of significant developments in the real-time mobile LBA space. One example is the concept of beacons based on Bluetooth low energy (BLE). “The concept of Bluetooth marketing has been reinvigorated following Apple’s introduction of iBeacon in 2013”, said Rickard Andersson, Senior Analyst, Berg Insight. While so far remaining sparsely deployed, Berg Insight anticipates that beacon adoption will take off in 2014 as retailers launch innovative marketing schemes and leverage the possibility to analyse how customers roam and dwell in stores and aisles. “The burgeoning BLE-based beacon ecosystem is now populated by a large number of diverse players including PayPal, Qualcomm and start-ups such as Estimote, Swirl and Shopkick”, said Mr. Andersson. He adds that these companies constitute a completely new set of players competing alongside established LBA specialists like Verve, Placecast and xAd, LBS players including Intersec, Telenav and Waze, and operators such as AT&T, SFR and the UK joint venture Weve.

Download report brochure: Location-Based Advertising and Marketing

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iMENA & Rocket Internet Partner To Bring Mobile Taxi App To The Middle East

easytaxi

easytaxiRocket Internet and iMENA Holding, the leading online investor and operator in the MENA region, announced a partnership to launch ‘Easy Taxi,’ Rocket’s mobile taxi app, in the Middle East. The partnership will see iMENA investing USD 7M into a new venture that will bring the successful app model to Middle Eastern customers, starting with Saudi Arabia, where the service went live today. This investment represents the largest funding to-date for a mobile application business in the region. With a steady growth and global rollout in Latin America, Africa and Asia, the app model enables investor confidence, for a rewarding future in the business of mobile applications.

Easy Taxi was launched by Rocket Internet in 2011 and is now one of the world’s leading mobile Taxi apps, connecting drivers and passengers in a smooth, easy and safe way. The app, available for iOS, Android and new Blackberry devices, confirms the customer’s pickup point and orders the closest cab in his vicinity, with the press of a button. In seconds, a confirmation of the driver’s name, photo, and car model and plate number are sent to the phone. From here on, customers can follow the vehicle’s location in real-time as it approaches, favorite addresses can be saved and the ride history checked. Since drivers are checked for compliance, before joining the network, passengers can be absolutely content about their safety and can simply enjoy their ride.

Currently, Easy Taxi is available in 15 markets including Latin America, Africa and Asia. Globally, Easy Taxi app has more than 2.000.000 downloads and over 60.000 taxi drivers in the network. Earlier this year, Easy Taxi received fresh capital from Rocket Internet, the Latin America Internet Holding (LIH) and the African Internet Holding (AIH).

Commenting on this partnership Khaldoon Tabaza, iMENA’s co-founder and Managing Director said, “We are thrilled to collaborate with Rocket Internet once again for the launch of Easy Taxi in the Middle East. The company’s scale and achievements after only two years of operations are highly impressive. Given the management’s track record, the trend of mobile apps, and the market’s macro outlook, we are very confident in the regional success of Easy Taxi. With our strong global partners AIH, LIH and Rocket Internet, as well as our regional partners, including Etisalat Group and their operating companies across the region, we believe, we can redefine the online business in the Middle East and set the path for a successful and profitable future”.

Dr. Eyad Alkassar, Rocket Internet’s Managing Director and Co-Founder of Namshi commented: “Following our successful partnership for Hellofood, announced in September 2013, we are proud to be supported once again by iMENA. This collaboration will allow us to trigger Easy Taxi’s expansion in the Middle East. Due to iMENA’s great experience in backing businesses in the Middle East, they are the perfect partner for our global expansion plans and will help us to achieve our all-time goal: to connect taxi drivers and passengers in the best possible and easiest way worldwide.”

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Worldwide Shipments of GPS-enabled Handsets Growing At a CAGR of 15% during 2012-2015

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lbsAccording to a recent report by RNCOS, the shipments of GPS/LBS devices is growing significantly across the globe and further projected to grow at a CAGR of around 15% during 2012-2015. The report found that worldwide shipments of GPS-enabled handsets are increasing and have become a standard feature in smart phones. In addition, development in Internet and network technology along with rapid growth of mobile personal devices results in the fast growth of Mobile E-Commerce and M-Commerce. Location-based service (LBS), where often the actual position of the terminal is utilized in the service provision is a special case of M-commerce. Convergence between LBS and mobile commerce is gaining momentum and a primary driver of this convergence will be Near Field Communication (NFC), which will bridge the online and offline worlds.

As per the resport, the global navigation satellite systems’ (GNSS) technology, which is expected to be embraced by the positioning facilities through mobile phones and route guidance devices in the car, development of the GNSS market is anticipated to develop in the coming years. Even some of the countries like China, Japan, and India are focusing on deploying their own GNSS system which will further boost the GNSS market.

The report reveals that the market for smartphone-based GPS technology has established its dominance in the past few years and expected to remain the major segment boosting the growth. The growing number of smartphones, technology convergence, mobile commerce, and location-based shopping are all expected to boost the GPS market worldwide in future.

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Google Introduces New Maps App For Android Smartphones and Tablets

google mapsGoogle has introduced a new Google Maps app for Android smartphones and tablets, also coming soon to iPhone and iPad. The app will also be rolled out globally in Google Play and will be available soon in the App Store. Announcing this, the company stated,”The new Google Maps for mobile builds on the design we released for iPhone last December and improves on it with a few useful search and navigation features. And it’s the first dedicated app for Android tablets and iPads. We’re also retiring Latitude and are making some changes to offline and My Maps.”

Some key features of the new Google Maps App:

  • Explore: Explore is a fast and easy way to visually browse and discover new places without even typing. You just have to tap the search box to see cards showing great places to eat, drink, sleep and shop.
  • Enhanced navigation: In addition to current traffic conditions, the app contains two new features to help you navigate around traffic. You can now see reports of problems on the road that you can tap to see incident details. While on the road, Google Maps will also alert you if a better route becomes available and reroute you to your destination faster. This feature is available only on Android and is coming soon to iOS.
  • Designed for tablets: A dedicated tablet design brings all the features of this new app to Android tablets and iPads.

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  • Reviews, Zagat and Offers: The app has a new 5.0 star rating system that gives you a quick read on how your friends and others rate places like restaurants, bars and cafes. For an expert’s opinion, the Zagat badge of excellence and curated lists are integrated into search results so you can quickly spot the very best places.

Latitude and check-ins are no longer part of the new Google Maps app, and will be retired from older versions on August 9. In place of this Google has added location sharing and check-ins to Google+ for Android (coming soon to iOS). The offline maps feature for Android is also no longer available. Instead Google has created a new way for you to access maps offline by simply entering “OK Maps” into the search box when viewing the area you want for later. The My Maps functionality is also not supported in this release but will return to future versions of the app. Users who want to create powerful custom maps can still do so with Maps Engine Lite on desktop.

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MapmyIndia Launches Locate, A New People Travcking App

mapmyindia-logoDigital maps and GPS provider MapmyIndia has launched a new people tracking app for mobile phones called MapmyIndia Locate. This real-time mobile tracking application helps users identify the location and to stay connected with their friends, family, staff, or anyone else.

Users have the option to add and send tracking requests to upto three people from their contact list or via email. Once these requests are approved, the MapmyIndia Locate app is installed, users can track their friend or family’s movement live on an interactive map as they check-in . Users can either manually check-in to places or the app automatically picks up location every 500 meters and shows it as auto-check in. Locations are automatically updated without draining phone battery even if users don’t manually check-in.
locate app
The app uses GPS, Wi-Fi or cell tower triangulation, whichever is available, in that order, to compute location, so it will also work with phones without GPS connectivity. In case a data connection is unavailable, the app caches the location periodically, and updates it as soon as the data connection becomes available.

Users have the option to see historical movement reports up to five days with full address mapping. By default, the app also provides a user with his/her own movemnt reports. All reports are also accessible via a web dashboard.

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TomTom Expands India Map Coverage and Unveils Intuitive Software for Portable Navigation Devices

tomtomNavigation and location-based products and services provider TomTom India has announced a new map update, software enhancement and up gradation to its MyTomTom application for faster map downloads. With the new map update, the coverage now expands to more than 7200+ cities and towns across India.

According to the company,the new navigation software incorporates all the key navigation logic and every element has been enhanced to deliver an improved user experience including Points of Interest (POI) stepper, Advanced Lane Guidance with split screen, modified address search functionality, device boot up during Ignition On, Improved Zoom In/Out, Interface changes, Improved display with font size & line result display changes.

Commenting on this launch, Mr. Sanu Vasudevan, Country Sales Manager, Consumer B.U, TomTom India said, “The key components for a seamless navigation experience are the maps, applications and the software. We have increased our map coverage and enhanced our software and application capabilities. We believe these improvements and upgrades will help our consumer drive faster, smarter and easier.”

Consumers using the TomTom Portable Navigation Device, intending on activating the latest maps along with the new software must connect to an Internet –enabled personal computer and create a MyTomTom account to register. This would enable them to access all the map and software updates.

Some key features of this update include:

  • Stepper Points of Interest (POI): Enable move to next POI within same search. POI addresses are viewable under “show Info”
  • Landmark navigation with new dart icon
  • Advanced Lane Guidance (ALG) with split screen
  • Device Auto Switch On during Car ignition
  • Font size increase for better viewing

[Source: Business Wire India]

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TomTom Launches World-class in-car GPS Portable Navigation Devices for Goa Market

tomtomTomTom, a navigation and location-based products and services provider, has announced the launch of their world-class Global Positioning System (GPS) in-car Portable Navigation Device (PND) for Goa market. With the new device, TomTom aims to enable the tourists as well as locals to explore Goa and nearby getaways. For Goa, the TomTom devices delivers turn-by-turn voice guided navigation to major beaches and over 34000 points of interest (POIs). These POIs are across 264 categories and sub-categories which include fuel stations, banks, restaurants, pharmacy, clinics, hotels, police stations etc.

Besides Goa, TomTom has pre-marked more than 170 prominent and exotic tourist destinations around Goa. TomTom Maps provide turn-by-turn navigation for more than 750 cities and towns across Dadra & Nagar Haveli, Daman & Diu, Goa, Gujarat and Maharashtra. Additionally, users will have information about hundreds of weekend getaways in a TomTom PND.

Sanu Vasudevan, Country Sales Manager, Consumer B.U TomTom India said, “Goa is one of the most frequented tourist destination of India and we are glad to have launched our products here. Tourists, not only from neighboring cities but from far and wide, travel by road and end up agitated for either getting lost, or taking a wrong route wasting time, effort and money. A PND device will not only help in saving time and fuel but enhance the over-all trip experience by not having to worry about not knowing the directions to reach ones destination.”

This VIA series product line up from TomTom is an easy to use navigation solution offering a stress free navigation experience to the driver. With safety features such as Bluetooth hands-free calling, voice commands and advanced lane guidance, drivers are able to navigate while keeping their hands on the wheel and eyes on the road. A TomTom PND comes with free Lifetime Map Updates and support in 10 regional languages besides Hindi and Indian English. TomTom has developed, ‘Landmark navigation feature exclusively for India which lets one find a destination, by searching for the nearest landmarks like monuments, chowks, parks or attractions.

Other features of the TomTom device include Advanced Lane Guidance for navigating through those massive junctions where users get realistic 3D representation of the junctions; ‘Help me Emergency Services to find local emergency service information like hospitals, police stations, petrol stations to roadside assistance; ‘Where am I feature in case one is clueless of his/her whereabouts in the middle of an isolated road or street; Hands-free Calling via Bluetooth®; Voice Control and Commands (only for VIA 120 & VIA 125); Dual Mounting option for windscreen or dashboard and Map Corrections which helps to change or add your own Points of Interest. The range starts from 9999 INR, and is available in all major automobile accessories shop across India. It is also available online through their authorized etailers – flipkart.com and Theitdepot.com

 

[Source: Business Wire India]

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Velocity Launches Smartzones, A Location Based Audience Targeting Platform

velocityVelocity, the audience display network of SVG Media  has launched Smartzones- a mobile product which enables location based audience targeting. Smartzones aims to enable an advertiser to tap audience segments such as travelers, sports enthusiasts, shoppers and entertainment seekers across screens in special zones where interactive ad mediums are difficult to position. These special zones include areas such as airports, stadiums, high end shopping malls and streets across India.

Smartzones surmounts the inherent challenges of geo targeting on the web and the lack of targeted reach of other media by targeting consumers who are either displaying purchase intent, researching about a category/product on mobile or are in the advertiser’s zone-close to their POS- and thus more receptive to advertisements.  Smartzones will extend an advertiser’s reach to a smartphone user -upwardly mobile and technologically savvy- across any age group. It will be available on smart phone platforms such as iOS, Android and Symbian.

With Smartzones, advertisers will have the ability to attract new customers, influence purchase decisions, convert impulse to sales, ensure consistent footfalls/attention, reward loyal customers, reach consumers based on real-world actions & behaviors and present relevant offers to consumers.

Commenting on the launch Piyush Rathi, National Sales Director, Velocity, said, “Mobile ad spends in India is expected to be US$50 million by the end of 2013. Increase in smartphone and tablet penetration and growth in mobile internet users will only proliferate mobile advertising, making mobile a difficult medium to challenge. 37% of digital media time is now spent on these devices; Velocity is capitalizing on the mobile opportunity with Smartzones and making it more even targeted by offering audience reach in niche and special zones.”

Velocity utilizes the benefits of programmatic buying using high-scale data and analytics to make display work as effectively as non-branded keyword search. Velocity has access to inventories of premium publishers such as 4shared, Fruit Ninja, Newshunt, Myfitnesspal, EA – Tetris, EA Scrabble etc. All major display exchanges are integrated with Velocity on display & mobile ad ecosystem, offering the opportunity to reach almost all internet users in India.

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PayTM Launches Real-time Bus Location Tracking System In South India

paytmPayTM Solutions, a part of One97 Communications Limited, has launched its real-time location tracking system for large bus operators in south India.

The tracking system works even if the bus doesn’t have a real-time GPS system installed in it. Upon booking bus travel at PayTM, passengers will receive an SMS an hour before the boarding time giving them details of current location of the bus and the estimated time of the arrival at the boarding point.

PayTM has launched the real-time GPS with 200 buses down south, with plans to roll it out for 1,800 operators across the country in a couple of months from now. According to PayTM chief executive Harinder Thakar, this new service will also be available in 100 more cities like Hyderabad, Guntur, Vijayawada, Bangalore, Tirupati, Vizag, Mumbai, Nellore, Pune, Chennai, Erode, Salem, Madurai, Nagpur, Ongole, Coimbatore and Mysore shortly.

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Accel Telecom Launches Voyager – First Standalone Connected Car Smartphone

voyagerIsraeli telecommunications company Accel Telecom has officially launched VOYAGER, the first standalone Connected Car Smartphone device that can be easily installed in any car and operates using an existing phone number via a twin-SIM.

VOYAGER is a dedicated Connected Car Smartphone device that aims to provide drivers with a safer and superior Connected Car experience. The device combines Android based Smartphone technology with an HSUPA Qualcomm module to deliver a driver centric device that ensures safer calling, easy navigation via a dedicated Waze launcher key and multiple car focused applications.

VOYAGER is designed to enhance safe driving with hands-free dialing, dedicated large physical keys, crystal clear, echo free sound quality and an in-car 3G WiFi Hotspot connection among the many core features. VOYAGER also connects to the car on-board diagnostics (OBD) to allow car diagnostics, fleet management applications and more.

Commenting on the launch, Marc Seelenfreund, CEO Accel, said: “Our user-friendly, cost effective and secure Carfone devices have seen substantial market success. We expect strong demand for the new generation VOYAGER Connected Car Smartphone device in both European and US markets in line with recent industry reports and our own research with industry influencers.”

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