Navigation on mobile phones

Published by: Ovum Plc

Published: Dec. 6, 2007 - 43 Pages

Table of Contents

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

Abstract

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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