Navigation on mobile phones
Ovum Plc
December 6, 2007 43 Pages - SKU: OV1659816
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Personal navigation devices (PNDs) are a very popular and fast-growing class of consumer electronic device. By the end of 2007 about 15-20% of the addressable market for PNDs will own one. However, smartphones with GPS are emerging as viable navigation devices too, and in some respects they can offer major advantages over PNDs. In this report, we compare PNDs and mobile phones as navigation devices, and examine how the balance between the two is likely to shift over the coming few years. This report analyses the implications of that shift for the main market players: service providers, device vendors, software vendors, content providers and mobile operators. We also profile some of the leading players in the market for navigation on mobile phones.
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- In a nutshell
- Ovum view
- Key messages
- The market opportunity
- Personal navigation devices prove the appeal of satnav
- Mobile phones offer an alternative way to get satnav
- The mobile phone as a satnav device
- What is needed to do navigation on a phone?
- Mobile phones: a complement to PNDs, or an alternative?
- How will the choice between PNDs and mobile phones play out?
- Business models for navigation
- Subscription is the dominant model today
- The potential for third-party revenues will grow
- Market players on the supply side
- PND vendors and software vendors are the pioneers
- Information providers
- Navigation software vendors need partners
- The phone vendors: picking up the baton
- Mobile operators and navigation services
- Operators have been tepid about navigation on phones...
- ...but they are starting to warm up
- Mobile phone navigation: market development
- Regional variations
- Short/medium term: modest growth
- Medium/long term: good prospects
- Case studies
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