发布时间：2008

摘要

The personal navigation solution markets in both Europe and North America are still
dominated by the Personal Navigation Device (PND) segment. However, more and more handset owners are discovering mapping and navigation software and services for mobile phones. Navigation services are available as on-board solutions with map data stored in the memory of the handset, and off-board services that rely on maps stored on a server. These solutions are gradually converging into hybrid services that store frequently used maps in the internal memory of the device and leverage wireless connectivity to access new maps, dynamic content such as traffic information, fuel prices and weather, and location-based services like location messaging and sharing of geo-coded content.
 
Multiple navigation solutions and device types are likely to co-exist also in the future.
Although PNDs and in-car navigation systems often provide a better user experience than many handset-based navigation services, new handset models designed especially for navigation services will close the gap considerably. Moreover, handset navigation services are also well suited as a complement to other solutions, especially for use outside the car.

Pedestrian navigation features gradually being introduced include improved map data and multimodal navigation, which will enable users to plan routes taking into account all available modes of transportation, including trains, busses, trams, ferries and airplanes.
 
Navigation services are marketed by network operators, handset vendors and various service providers. Even though the most common offering in both Europe and North America is daily or monthly subscriptions, both network operators and handset vendors have introduced one-time fees for lifetime use. Moreover, advertisement funded services have been launched in several markets by various actors, including mapping and directory providers. In the future, more services are likely to combine subscriptions with advertisement funded service components. Significant revenues from advertisements are not likely to materialise until usage increases substantially and more partnerships have been formed.  

Following the introduction of new GPS handsets, OEM and aftermarket sales of on-board navigation software for smartphones increased to more than 1.3 million licenses in 2007. In Europe, where a clear majority of on-board software was sold, handset vendors and network operators have marketed numerous GPS handset and software bundles. In North America, network operators have focused on off-board navigation services. Following the breakthrough in 2006, operators have even managed to increase net subscriber additions and the total subscriber base reached 4.7 million active subscribers in North America in Q4-2007. In Europe, where the availability of GPS-enabled handsets is still much lower, the off-board navigation subscriber base grew to 1.5 million in Q4-2007. However, increasing availability of mass-market GPS handsets is likely to allow the larger European mobile market to surpass the North American market also for navigation services. Berg Insight forecasts the number of active navigation service subscribers, i.e. those that have used a navigation service at least once in the past quarter, to reach 40 million in Europe and 30 million in North America in 2014. By then, most GPS-enabled handsets are likely to have mapping and navigation software as part of the standard feature set, similar to media players today.  
 

目录及图表

Table of Contents.........................................................................................................................i
List of Figures.............................................................................................................................vi
Executive summary.....................................................................................................................1
1  Mobile navigation solutions.................................................................................................3
1.1  Portable navigation solutions......................................................................................3
1.1.1  Evolution of portable navigation systems.............................................................3
1.1.2  Usability and value aspects...................................................................................5
1.2  Enabling technologies.................................................................................................8
1.2.1  Positioning technologies.......................................................................................9
1.2.2  Navigation software platforms.............................................................................10
1.2.3  Digital maps and content....................................................................................11
1.3  Handset-based navigation services..........................................................................13
1.3.1  Turn-by-turn navigation software and services...................................................14
1.3.2  On-board navigation software.............................................................................16
1.3.3  Off-board navigation services.............................................................................17
1.4  Mobile navigation services value-chain.....................................................................17
1.4.1  Content providers................................................................................................18
1.4.2  Navigation software solution vendors.................................................................18
1.4.3  Device vendors....................................................................................................19
1.4.4  Mobile network operators...................................................................................19
1.4.5  Service providers.................................................................................................20
2  Map data and content providers........................................................................................21
2.1  Digital map data suppliers.........................................................................................22
2.1.1  NAVTEQ..............................................................................................................23
2.1.2  Tele Atlas.............................................................................................................25
2.1.3  AND.....................................................................................................................27
2.2  Directory publishers...................................................................................................27
2.2.1  PagesJaunes.......................................................................................................28
  Seat Pagine Gialle...............................................................................................28
2.2.2
2.2.3  The Yell Group ....................................................................................................28
2.3  Travel guide, POI data and weather information providers.......................................29
2.3.1  CustomWeather...................................................................................................29
2.3.2  Fodor’s................................................................................................................29
2.3.3  Foreca.................................................................................................................29
2.3.4  ViaMichelin..........................................................................................................30
2.3.5  Wcities.................................................................................................................30
2.4  Traffic information providers......................................................................................31
2.4.1  Inrix......................................................................................................................31
2.4.2  ITIS Holdings.......................................................................................................31
2.4.3  Mediamobile........................................................................................................32
2.4.4  SmartRoute Systems...........................................................................................32
2.4.5  Trafficmaster........................................................................................................33
2.4.6  T-Systems Traffic.................................................................................................33
3  Navigation software developers........................................................................................35
3.1  On-board navigation software developers................................................................35
3.1.1  ALK......................................................................................................................36
3.1.2  Augmentra...........................................................................................................37
3.1.3  CosmicNavigation...............................................................................................38
3.1.4  Intrinsyc Software................................................................................................39
3.1.5  NAVIGON............................................................................................................40
3.1.6  NavNGo...............................................................................................................40
3.1.7  ROUTE 66............................................................................................................41
3.1.8  Sygic....................................................................................................................41
3.1.9  Tracker ................................................................................................................42
3.2  Server-based navigation solution developers...........................................................44
3.3  Ad-funded navigation services..................................................................................46
3.3.1  Amaze GPS from LocatioNet Systems................................................................46
3.3.2  Nav4All................................................................................................................47
3.4  Premium navigation services.....................................................................................48
3.4.1  3DVU...................................................................................................................48
3.4.2  GeoMicro.............................................................................................................48
3.4.3  NaviExpert...........................................................................................................49
3.4.4  NAVITIME JAPAN................................................................................................50
3.4.5  TeleNav ...............................................................................................................50
3.4.6  Trimble.................................................................................................................52
3.4.7  Wayfinder Systems..............................................................................................53
3.5  White-label navigation service providers...................................................................54
3.5.1  Appello Systems .................................................................................................55
3.5.2  Jentro Technologies............................................................................................56
3.5.3  Masternaut...........................................................................................................57
3.5.4  Networks In Motion.............................................................................................58
3.5.5  TeleCommunication Systems.............................................................................59
3.5.6  Telmap.................................................................................................................59
3.5.7  WaveMarket.........................................................................................................60
4  Mobile operator service offerings......................................................................................63
4.1  Navigation services from North American network operators ..................................63
4.1.1  Alltel Wireless......................................................................................................65
4.1.2  AT&T Wireless.....................................................................................................65
4.1.3  Bell Mobility.........................................................................................................66
4.1.4  Rogers Wireless..................................................................................................66
4.1.5  Sprint Nextel........................................................................................................67
4.1.6  TELUS .................................................................................................................68
4.1.7  Verizon Wireless..................................................................................................68
4.2  European mobile operator navigation services.........................................................69
4.2.1  Orange Group.....................................................................................................71
4.2.2  T-Mobile...............................................................................................................73
4.2.3  Telefónica Group.................................................................................................75
4.2.4  Telekom Austria group........................................................................................76
4.2.5  Telenor Group.....................................................................................................78
4.2.6  TeliaSonera Group..............................................................................................80
4.2.7  Vodafone Group..................................................................................................81
5  Branded service offerings..................................................................................................85
  Directory publishers and search engines..................................................................85
5.1
5.1.1  Ask.com...............................................................................................................86
5.1.2  DasOrtliche..........................................................................................................86
5.1.3  Eniro....................................................................................................................86
5.1.4  Google.................................................................................................................87
5.1.5  Microsoft..............................................................................................................88
5.1.6  Yahoo!.................................................................................................................89
5.2  Mapping and travel portal providers .........................................................................90
5.2.1  Falk......................................................................................................................90
5.2.2  Mappy..................................................................................................................91
5.2.3  MapQuest............................................................................................................92
5.2.4  Rand McNally......................................................................................................93
5.3  Automobile clubs.......................................................................................................94
5.3.1  AAA......................................................................................................................94
5.3.2  ADAC...................................................................................................................95
6  Device vendor offerings.....................................................................................................97
6.1  Handset manufacturers.............................................................................................97
6.1.1  Nokia...................................................................................................................98
6.1.2  Samsung Electronics........................................................................................101
6.1.3  Motorola............................................................................................................102
6.1.4  Sony Ericsson...................................................................................................103
6.1.5  Research In Motion...........................................................................................104
6.1.6  HTC...................................................................................................................105
6.1.7  Palm...................................................................................................................106
6.2  PND vendors............................................................................................................106
6.2.1  Garmin...............................................................................................................107
6.2.2  NDrive................................................................................................................109
6.2.3  Mio Technology.................................................................................................109
6.2.4  TomTom............................................................................................................110
7  Market forecasts and trends............................................................................................111
7.1  Market trends...........................................................................................................111
7.1.1  The success of PNDs drives consumer interest in navigation..........................111
7.1.2  Growing adoption of GPS in mobile handsets .................................................112
7.1.3  The emergence of mobile location-based services..........................................113
7.1.4  Evolution of business models and sales channels for mobile navigation........114
7.1.5  Evolution of content and value-added services................................................114
7.2  Mobile navigation software market analysis............................................................115
7.2.1  Vendor market shares.......................................................................................115
7.2.2  Market forecast..................................................................................................116
7.3  Mobile navigation services in Europe......................................................................117
7.3.1  Service provider market shares ........................................................................118
7.3.2  Subscriber and revenues forecasts..................................................................119
7.4  Mobile navigation services in North America..........................................................121
7.4.1  Service provider market shares ........................................................................121
7.4.2  Subscriber and revenues forecasts..................................................................122
Glossary...........................................................................................................................125
List of Figures
Figure 1.1: Evolution of portable navigation systems.................................................................4
Figure 1.2: Advantages and disadvantages of handset-based navigation solutions.................6
Figure 1.3:  Smartphones with GPS and navigation software....................................................7
Figure 1.4: Mapping and navigation server platform................................................................10
Figure 1.5: Handset-based turn-by-turn navigation services ...................................................15
Figure 1.6: Advantages and disadvantages of on-board and off-board navigation.................16
Figure 1.7: Handset mapping and navigation value chain.......................................................17
Figure 2.1: Examples of digital map and content providers.....................................................22
Figure 2.2: International digital map data suppliers (2007)......................................................23
Figure 3.1: On-board street navigation software vendors........................................................35
Figure 3.2: Augmentra ViewRanger screenshots.....................................................................37
Figure 3.3: Off-board navigation technology vendors..............................................................43
Figure 3.4: Off-board navigation service feature comparison..................................................45
Figure 3.5: Trimble Outdoors services and prices ...................................................................52
Figure 3.6: Wayfinder user base...............................................................................................54
Figure 4.1: Navigation offerings from North American operators (September 2008)..............64
Figure 4.2: Navigation offerings from European operators and MVNOs (September 2008)...70
Figure 4.3: Price examples for O  Navigace.............................................................................76
2
Figure 4.4: A1 Navi navigation service packages.....................................................................77
Figure 4.5: Price examples for Pannon Navigator....................................................................79
Figure 5.1: Google Maps for mobile screenshots....................................................................87
Figure 5.2: Yahoo! Go screenshots..........................................................................................89
Figure 6.1:  Nokia smartphones with GPS and Nokia Maps software .....................................99
Figure 6.2: Pricing examples for Nokia Maps 2.0 (September 2008).....................................100
Figure 6.3:  The Garmin nüviphone........................................................................................108
Figure 7.1: Annual shipments of GPS-equipped GSM/UMTS handsets (2007–2012)...........112
Figure 7.2: Market share for on-board navigation software (EU, NA 2007)...........................115
Figure 7.3: OEM on-board navigation software sales Europe and N.A. (2007–2014)...........116 
Figure 7.4: Annual sales of on-board navigation software Europe and N.A. (2008–2014)....117
Figure 7.5: Market share for off-board navigation services (Europe 2006-1H 2008).............118
Figure 7.6: Mobile navigation service subscribers (Europe 2007–2014)...............................120
Figure 7.7: Revenues from premium and ad-funded navigation services, EU (2008–2014)..121
Figure 7.8: Market share for off-board navigation services (North America 2006–2008).......122
Figure 7.9: Mobile navigation service subscribers, North America (2007-2014)....................123
Figure 7.10: Revenues from premium and ad-funded navigation services NA (2008-2014).124