Mobile Maps and Navigation

发布时间：2007.9.7

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内容介绍

While the PND segment continues to dominate the personal navigation market in Europe as
well as in North America, handset-based mapping and turn-by-turn navigation services are
being discovered by an increasing number of handset owners. Whereas handset-based local
search, mapping and full turn-by-turn navigation services are largely separate services today,
these are increasingly being integrated into one service with a common user interface. Today,
navigation services are mostly available as onboard solutions with map data stored in the
memory of the handset, or off-board services that rely on maps stored on a server. Many of
these solutions may well converge into hybrid services that leverage the handset connectivity
to allow access to new maps, dynamic content and new services such as location messaging
and sharing of geo-coded content.
In the future, handset navigation services are likely to complement other personal navigation
solutions, for instance for use outside the car. Pedestrian navigation features that are about to
be launched include improved map material and enhanced 3D views to facilitate orientation.
Multimodal navigation will enable the user to plan routes that take into account all available
modes of transportation, including trains, busses, trams and even ferries and airplanes. New
functionality that enhances everyday usefulness of navigation services that are being
launched includes better traffic information and improved local search.
Although advertisement funded services are already being launched in several markets by
various actors, such as mapping and directory providers, it will likely take several years
before partnerships are established that will lead to significant revenues. Premium services
that dominate the market today will most likely coexist with ad-funded services in the future.
However, most premium services will be provided by network operators to stimulate ARPU by
bundling navigation with service plans, or by handset vendors to encourage handset sales.

In 2006, sales of onboard navigation software for smartphones increased to nearly 0.6 million
units, with the European market accounting for the majority of shipments. The year marked a
breakthrough for off-board navigation services in North America. Following increased
marketing by large network operators, subscriber additions increased to an estimated 1.5
million and the total subscriber base reached about 1.9 million. In Europe, where the market
is more fragmented and the installed base of GPS-equipped handsets is much smaller,
subscriber additions nonetheless increased to over 300,000 and the number of subscribers
grew to 650,000. However, Berg Insight forecasts that the European market will overtake the
North American market in 2010 when mass-market GPS-equipped GSM/UMTS handsets are
likely to become widely available. By 2012, an estimated 28 million subscribers in Europe and
15 million subscribers in North America will use their handset for navigation at least once per
year.

目录及图表

Table of Contents........................................................................................................................ i
List of Figures............................................................................................................................. v
Executive summary.....................................................................................................................1
1 Mobile navigation solutions .................................................................................................3
1.1 Portable navigation solutions ......................................................................................4
1.1.1 PNDs, PDAs, smartphones and mobile phones...................................................4
1.1.2 Usability aspects ...................................................................................................6
1.2 Digital maps and content.............................................................................................7
1.2.1 Digital map data ....................................................................................................8
1.2.2 POI data.................................................................................................................9
1.2.3 Rich and dynamic content ....................................................................................9
1.3 Navigation software platforms .....................................................................................9
1.3.1 Functionality ........................................................................................................10
1.3.2 Onboard and off-board navigation platforms......................................................10
1.3.3 Mapping and navigation server platforms ..........................................................11
1.4 Enabling technologies...............................................................................................12
1.4.1 Handset performance .........................................................................................12
1.4.2 Positioning technologies.....................................................................................13
1.5 Handset-based mapping and navigation services....................................................15
1.5.1 Mobile local search .............................................................................................16
1.5.2 Mapping and routing...........................................................................................16
1.5.3 Turn-by-turn navigation software and services ...................................................17
1.5.4 Operator navigation offerings..............................................................................20
2 Map data and content providers........................................................................................25
2.1 Digital map data suppliers.........................................................................................26
2.1.1 NAVTEQ ..............................................................................................................27
2.1.2 Tele Atlas.............................................................................................................29
2.1.3 AND .....................................................................................................................31

2.2 Directory publishers...................................................................................................32
2.2.1 DasÖrtliche..........................................................................................................32
2.2.2 Eniro ....................................................................................................................32
2.2.3 Pages Jaunes Groupe.........................................................................................33
2.2.4 Seat Pagine Gialle ...............................................................................................33
2.2.5 The Yell Group ....................................................................................................33
2.3 Travel guide, POI data and weather information providers.......................................34
2.3.1 CustomWeather...................................................................................................34
2.3.2 Falk Marco Polo Interactive.................................................................................34
2.3.3 Fodor’s ................................................................................................................35
2.3.4 ViaMichelin ..........................................................................................................35
2.3.5 Wcities .................................................................................................................35
2.4 Traffic information providers......................................................................................36
2.4.1 Inrix ......................................................................................................................36
2.4.2 ITIS Holdings.......................................................................................................37
2.4.3 Mediamobile........................................................................................................37
2.4.4 SmartRoute Systems...........................................................................................37
2.4.5 Trafficmaster........................................................................................................38
2.4.6 T-Systems Traffic.................................................................................................38
3 Mapping and local search providers .................................................................................39
3.1 Cityneo.......................................................................................................................41
3.2 Google .......................................................................................................................41
3.3 Mappy........................................................................................................................42
3.4 MapQuest ..................................................................................................................43
3.5 Microsoft ....................................................................................................................44
3.6 m-spatial ....................................................................................................................45
3.7 NAVITIME...................................................................................................................45
3.8 Novasys .....................................................................................................................46
3.9 Rand McNally ............................................................................................................46
3.10 Yahoo! .......................................................................................................................47
3.11 YellowMap .................................................................................................................48

4 Onboard navigation software vendors ..............................................................................49
4.1 ALK ............................................................................................................................50
4.2 Augmentra .................................................................................................................52
4.3 Destinator Technologies............................................................................................52
4.4 Garmin .......................................................................................................................53
4.5 InfoPortugal ...............................................................................................................54
4.6 Navicore.....................................................................................................................55
4.7 NAVIGON...................................................................................................................56
4.8 NavNGo .....................................................................................................................57
4.9 ROUTE 66..................................................................................................................57
4.10 TomTom ....................................................................................................................58
5 Server-based navigation solution vendors ........................................................................61
5.1 Appello Systems........................................................................................................63
5.2 Jentro Technologies ..................................................................................................64
5.3 LocatioNet Systems...................................................................................................65
5.4 Nav4All.......................................................................................................................66
5.5 Networks In Motion....................................................................................................67
5.6 PTV ............................................................................................................................68
5.7 TeleCommunication Systems....................................................................................70
5.8 TeleNav......................................................................................................................71
5.9 Telmap.......................................................................................................................73
5.10 Trimble.......................................................................................................................74
5.11 WaveMarket ...............................................................................................................76
5.12 Wayfinder Systems....................................................................................................77
5.13 Webraska...................................................................................................................79
6 Case studies: Mobile maps and navigation applications..................................................83
6.1 Handset manufacturers .............................................................................................83
6.1.1 Nokia ...................................................................................................................83
6.1.2 Motorola ..............................................................................................................86
6.1.3 HTC .....................................................................................................................87
6.1.4 Research In Motion .............................................................................................88

6.2 Mobile operator navigation services..........................................................................89
6.2.1 A1 Navi from Mobilkom Austria...........................................................................90
6.2.2 VZ Navigator from Verizon Wireless....................................................................91
6.3 Mobile Web 2.0 applications .....................................................................................92
6.3.1 Google Maps for mobile......................................................................................92
6.3.2 Yahoo! Go ...........................................................................................................93
7 Market forecasts and trends ..............................................................................................95
7.1 Vendor market shares ...............................................................................................96
7.2 Smartphone and GPS handsets sales ......................................................................98
7.3 Onboard navigation solutions ...................................................................................99
7.4 European off-board navigation and mapping services ...........................................100
7.4.1 Off-board navigation subscribers......................................................................101
7.4.2 Off-board navigation service revenues .............................................................102
7.5 North American off-board navigation and mapping services .................................103
7.5.1 Off-board navigation subscribers......................................................................103
7.5.2 Off-board navigation service revenues .............................................................104
Glossary .................................................................................................................................107

Figure 1.1: Major PND, PDA and handset vendors ....................................................................4
Figure 1.2: Evolution of portable navigation systems.................................................................5
Figure 1.3: Advantages and disadvantages of handset-based navigation solutions.................6
Figure 1.4: Mapping and navigation server platform................................................................11
Figure 1.5: Comparison of handset-based search, mapping and navigation services............15
Figure 1.6: Handset-based turn-by-turn navigation service categories ...................................17
Figure 1.7: Handset mapping and navigation value chain.......................................................18
Figure 1.8: Advantages and disadvantages of onboard navigation solutions .........................19
Figure 1.9: Advantages and disadvantages of off-board navigation solutions ........................20
Figure 1.10: Navigation services and price examples from US network operators .................21
Figure 1.11: Price examples for European operator offerings..................................................22
Figure 2.1: Examples of digital map and content providers.....................................................26
Figure 2.2: Major digital map data suppliers (2006).................................................................27
Figure 3.1: Key digital map data and content providers ..........................................................40
Figure 4.1: Onboard navigation software vendors ...................................................................50
Figure 5.1: Off-board navigation technology vendors..............................................................62
Figure 5.2: TeleNav operator partners in North America..........................................................72
Figure 5.3: Telmap operator customers ...................................................................................74
Figure 5.4: Trimble Outdoors services and prices ...................................................................75
Figure 5.5: Wayfinder user base...............................................................................................79
Figure 5.6: Webraska Navigation operator partners in Europe................................................81
Figure 6.1: The Nokia N95........................................................................................................84
Figure 6.2: The Nokia 6110 Navigator ......................................................................................85
Figure 6.3: The Motorola Q9h smartphone and Motorola Bluetooth GPS receiver .................87
Figure 6.4: A1 Navi navigation service packages.....................................................................90
Figure 6.5: Google Maps for mobile screenshots ....................................................................93
Figure 6.6: Yahoo! Go screenshots..........................................................................................94
Figure 7.1: Market share for onboard navigation software, Europe and N. America (2006) ...96

Figure 7.2: Market share for off-board navigation services (Europe 2006)..............................97
Figure 7.3: Market share for off-board navigation services (North America 2006)...................97
Figure 7.4: Annual shipments of GPS-equipped GSM/UMTS handsets (2007–2012).............98
Figure 7.5: Annual shipments of smartphones, Europe and North America (2007–2012) ......99
Figure 7.6: Annual sales of onboard navigation software Europe and N.A. (2007–2012) .....100
Figure 7.7: Off-board navigation subscribers, Europe (2007–2012) ......................................101
Figure 7.8: Revenues from premium and ad-funded navigation services, EU (2007–2012)..102
Figure 7.9: Off-board navigation subscribers, North America (2007-2012) ...........................103
Figure 7.10: Revenues from premium and ad-funded navigation services NA (2007-2012) .104