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Thursday, March 27, 2014

Mobile location-based services in Europe and North America are expected to generate over £4 billion in 2018

A new research report by Berg Insight predicts that revenue from mobile location-based services in Europe will grow from €735 million last year to €2.3 billion (£1.9 billion) in 2018, which is a compound annual growth rate of 25.8%.

Meanwhile, the North American mobile location-based service market is expected to grow at 16.1% per year from $1.8 billion in 2013 to reach $3.8 billion (£2.3 billion) in 2018.

The main growth will come from advertising revenue in the social networking and local search segments. It’s estimated that half of all mobile subscribers in Europe were frequent users of at least one location-based service at the end of 2013, while figures in North America are even higher.

In fact, the social networking and entertainment category has now become the largest location-based service segment both in terms of number of active users and revenues.

André Malm, Senior Analyst at Berg Insight, said “Advertising is the main source of revenues for most consumer oriented LBS. Revenues are however far from evenly distributed as major players including Facebook and Google with broad audiences have attracted the majority of ad spend”.

[Report brochure: Mobile Location-Based Services (pdf)]

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Opinion Articles

Sponsor our coverage of Mobile World Congress 2014

Mark Bridge writes:

Would you like to be part of our Mobile World Congress coverage?

Mobile World Congress is Europe’s biggest mobile communications industry show. It runs from 24th - 27th February next year in Barcelona and is expected to welcome over 70,000 attendees and around 2,000 exhibitors.

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Ruthless logic is revolutionary: we talk smartphones and customers with Kazam

Interview with Chief Marketing Officer James Atkins

Mark Bridge writes:

Earlier this month, London-based smartphone company Kazam announced seven new Android handsets. That's pretty impressive... and is an even more noteworthy feat when you consider the company didn't even exist at the beginning of the year.

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Printed interactive Bluetooth-enabled books and posters are just around the corner

Mark Bridge writes:

Imagine books that could automatically link with your tablet as you touched the pages. Or posters that reacted to your fingertips and displayed the results on your smartphone. It seems this kind of Bluetooth-enabled interactivity is just around the corner, thanks to tiny low-power processors and a patented printing process that doesn’t require specialised equipment.

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Banking on good customer service?

How mobile technology is changing the banking sector

The future of customer service is to bridge the gap between the smart consumer with the smartphone and the bank holding his or her financial assets. Even though mobile applications are becoming increasingly powerful customer touch points, many banks are failing to leverage them in order to engage with consumers.

Mandip Shergill, Account Executive at Genesys, looks at how banks can maintain and strengthen the customer relationship in the mobile channel.

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Facebook is a mobile company – are you?

Ashley Gilmour writes:

A quick fact: nearly half of Facebook’s advertising revenue now stems from mobile ads.

That’s right – of the social network’s $1.8 billion (£1.1 billion) generated in the third quarter of 2013, 49% of it was made up of mobile advertising revenue. Last year, the channel represented only 14%.

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