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Mobile Location-Based Services Market to exceed $12bn by 2014

03/04/2010/in Digital Marketing, Market Intelligence/by Havi Goffan

The combination of smartphone proliferation, a surge in application storefront launches and new developments in hybrid positioning technologies are expected to help drive revenues from mobile location-based services (MLBS) to more than $12.7 billion by 2014, according to a new report from industry analysts at Juniper Research.

Advertising is likely to form an increasing share of MLBS-related revenues over the next five years

The Mobile Location Based Services report found that while MLBS had experienced in number of false dawns over the 2000-2007 period, improvements in handset user interfaces – exemplified by the iPhone – together with easier consumer access to an array of app distribution channels had led to greater interest from service providers in providing MLBS applications. In addition, growth was being further facilitated by the deployment of high capacity network infrastructure and attendant increases in mobile Internet adoption, providing greater opportunities for browser-based services.

Furthermore, the Juniper report noted that advertising was likely to form an increasing share of MLBS-related revenues over the next five years. According to report co-author Dr Windsor Holden, “Location-based applications are extremely interesting for brands and retailers in that they allow those companies to direct consumers to outlets in their vicinity while simultaneously providing information about the products on offer. When these are allied to measures such as mobile coupons and vouchers, you have the combination of information and financial incentive which can be compelling for consumers.”

Other findings from the Mobile Location Based Services Research include:

Improving the user experience of MLBS on feature phones will be key in driving usage beyond the core smartphone base
Despite the confluence of factors driving growth, deployments may still be affected by constraints including privacy and information security
While service usage will be highest in Far East & China over the next five years, greatest revenues will come from Western Europe

About this study

Juniper Research assesses the current and future status of mobile location-based services based on interviews, case studies and analysis from representatives of some of the leading organisations in this critical area of the mobile industry. Whitepaper and further details of the study ‘Mobile Location Based Services: Applications, Forecasts & Opportunities 2009-2014’ can be freely downloaded from http://www.juniperresearch.com.

Digital Convergence

02/23/2010/in Digital Marketing/by Havi Goffan

Have you thought of your strategies for 2010-2013? Have you considered this? Digital Convergence

Mobile To Outpace Desktop Web By 2013

02/04/2010/in Digital Marketing, Market Intelligence/by Havi Goffan

Looking ahead to 2014, Gartner estimates that 3 billion of the world’s adult population will be able to conduct transactions via mobile or Internet technology.

Mobile phones will overtake PCs as the most common Web access devices worldwide by 2013, according to a new forecast by research firm Gartner. That’s an even more aggressive outlook than Morgan Stanley’s projection that the mobile Web will outstrip the desktop Web in five years.

Gartner estimates the combined installed base of smartphones and browser-equipped enhanced phones will surpass 1.82 billion units by 2013, eclipsing the total of 1.78 billion PCs by then.

But the firm warns that many sites still are not optimized for the mobile Web, even though cell users expect to make fewer clicks on their phones than on a PC. To successfully expand into mobile, publishers will have to reformat sites from the small form-factor of handheld devices.

Looking ahead to 2014, Gartner estimates that 3 billion of the world’s adult population will be able to conduct transactions via mobile or Internet technology. “Cash transactions will remain dominant in emerging markets by 2014, but the foundation for electronic transactions will be well underway for much of the adult world,” according to the firm.

In a more qualitative prediction, Gartner says that by 2015, context will be as key to mobile consumer services and relations as search engines are to the Web. Where search provides the key method for organizing information and services on the Internet, context will be critical to delivering personalized user experiences on smartphones.

“Context will center on observing patterns, particularly location, presence and social interactions. Furthermore, whereas search was based on a ‘pull’ of information from the Web, context-enriched services will, in many cases, prepopulate or push information to users,” stated the report. New offerings like Google’s “Near me now” feature — providing information on nearby business and services based on a mobile user’s location — come to mind in that vein.

Gartner added that any Web company that doesn’t become a mobile context provider risks handing over customer ownership to a competitor that is providing location-aware or other services that create context for users. As Gartner expects Facebook to be the hub of the social Web by 2012 (it’s not already?), it should also play a key role in social networking to mobile phones.

Three important issues are raised in the article by MediaPost on the Gartner research.

Mobile To Outpace Desktop Web By 2013

1. Most companies have not optimized their websites for the Mobile Web. To have a good presence on the Mobile Web, an adjusted website for the device must be set in place.

2. Context will be key for mobile just as search engines are for the Web. The context will be able to service the user personalized relevant content (in time).

3. Search engines were based upon pulling information to users at their request, mobile on the other hand will be able to prepopulate or push information on unique aspects as the context, the person and content wanted at that point of time.

Companies need to start thinking about any implications the Mobile Web might have for their business and target groups. Fast consecutive occuring life-cycles will make it much more difficult to intervene when the mobile has come to its peak of importance. A technology like Augmented Reality, which is going to grow the coming years, will even grow further by this, where it could be possible that Proximity Marketing will have a second more contextually relevant chance. Last but not least, this could impact media convergence as well, where TV, PC and Mobile will blend into new cross-media experiences which shall depend much on Mobile as well.

What is your take on this?

Source: Gartner Research

Consumer Searches on Life Insurance Climb

02/03/2010/in Digital Marketing, Market Intelligence/by Target Latino

Target Latino’s note: What I would like to know is if the growth of the U.S. aging population has an impact on the growth in life insurance searches.

Consumer Searches on Life Insurance Climb

Searches for life insurance information grew to 16.6 million queries, an increase of 15 percent versus the previous year, as more consumers turned to the Web to research policies.

“As more Americans utilize the Internet to research life insurance policies for themselves or family members, it is increasingly important for insurers to have a strong brand presence online,” said comScore director Susan Engleson. “Now more than ever, the Internet is playing an important role in this complex financial planning decision and insurers are experiencing varying degrees of success at meeting online consumers’ needs.”

Consumer Searches on Life Insurance Climb

In 2009, searches containing the term ‘life insurance’ grew 15 percent from the previous year to reach 16.6 million searches. During the same time period, consumers requested 2 million online quotes for life insurance, demonstrating Americans’ increased comfort and reliance on the Internet when shopping for complex financial services.

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Total Searches on Phrases Containing the Term ‘Life Insurance’*

2009 vs. 2008

Total U.S. – Home/Work/University Locations

Source: comScore Marketer

Searches (MM)

2008 2009 Percent Change

Life Insurance Searches 14.4 16.6 15%

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*Based on broad match of the search term “life insurance”

An analysis of the top insurance sites visited following searches including the term “life insurance” revealed that MetLife.com was the most frequented insurance site visited as a result of the search, with 5.8 percent of total search clicks (paid and organic) landing on MetLife.com. NewYorkLife.com was the second most referred site with 2.8 percent of search clicks, followed by StateFarm.com with 2.5 percent.

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Top Insurance Sites Visited as a Result of ‘Life Insurance’ Searches*

Q4 2009

Total U.S. – Home/Work/University Locations

Source: comScore Marketer

% of Referred Search Clicks for

‘Life Insurance’ Searches

MetLife.com 5.8%

NewYorkLife.com 2.8%

StateFarm.com 2.5%

SelectQuote.com 1.7%

Accuquotelife.com 1.6%

GerberLife.com 1.5%

RelianceLife.com 1.4%

GlobeontheWeb.com 1.2%

Prudential.com 1.2%

HSBC.com 1.1%

_________________________________________________________________

*Based on broad match of the search term “life insurance”

Ms. Engleson continued, “The Web gives insurers another touch point to engage with consumers on various levels. Whether it’s providing information on coverage options or fulfilling a quote request, the Internet often represents a critical decision-making phase in the life insurance purchase funnel.”

About comScore

comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit www.comscore.com/companyinfo.

Location Aware Advertising IS Next Big Trend

11/04/2009/in Digital Marketing/by Havi Goffan

NAVTEQ’s LocationPoint ad network provides a more direct way for advertisers and consumers to connect

New Study Underscores Why Location May Be Advertising’s Next Big Trend

NAVTEQ, the leading global provider of digital map, traffic and location data for in-vehicle, portable, wireless and enterprise solutions, today released results of a new survey that illustrates just how impactful GPS-enabled location-based advertising or location aware advertising is when it comes to finding consumers at the right time and the right place.

That survey, conducted by Marketing Research Services Inc. (MRSI), showed that 19% of consumers who recalled seeing a specific ad clicked through to find nearby retail locations and that up to 6% of GPS users actually visited a business location after seeing an ad on their GPS device.
NAVTEQ makes the digital maps that drive a vast array of GPS products and services. Now the company is segueing into location aware advertising, what it calls LocationPoint Advertising, which combines GPS-based proximity, contextual and demographic information to get ads, coupons, and other marketing promotions into the hands of consumers as they are near a point of potential purchase, e.g., down the street from a fast food restaurant.

In its simplest form, NAVTEQ’s underlying technology lets advertisers display ads to users of GPS products and services, while more advanced location aware advertising technology paves the way for advertisers to interact with consumers and glean key behavioral insights and metrics. The MRSI survey shows that NAVTEQ’s one-way connection on navigation devices is delivering high returns to advertisers longing for new ways to stand out from traditional ad clutter and more directly influence consumer buying decisions.

The MRSI survey sampled 757 users of NAVTEQ ad-enabled GPS devices. Respondents were 18 and older with average household incomes over $50K. The survey showed that seventy-two percent viewed the ads as acceptable to the navigation experience.

“Marketers care about reaching consumers at the moment when they are closest to making a purchase decision,” says Nicole Haygood, vice president interactive media director for Draftfcb. “If NAVTEQ’s LocationPoint Advertising proves capable of tactfully engaging them near point of purchase through GPS, it will emerge as a desirable option for ad dollars.”

This type of advertising reaches out and finds a consumer when they’re most open to making purchase decisions,” says David Klein, vice president of ad sales for NAVTEQ. “It’s a vehicle that grabs the attention of a consumer near point of purchase and as the technology matures, it will offer increasing opportunities to interact with the consumer in ways that will deliver substantial benefits to advertisers.”

Study on location aware advertising Findings and Methodology

The study surveyed 757 respondents 18 and older using devices with ads in categories including Convenience, Fuel, Hotel, Pharmacy, and Bank/ATMs.

Seventy-two percent of consumers find the ads to be acceptable on their navigation devices
At least 50% of respondents recall seeing an ad for each of the advertised brands (aided and unaided)
On average, 19% of people who recall seeing a specific ad reported clicking through for information on nearby locations
Up to 6% of navigation device users visited a business location because of seeing an ad on their navigation device

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About NAVTEQ

NAVTEQ is the leading global provider of digital map, traffic and location data that enables navigation and location-based platforms around the world. NAVTEQ supplies comprehensive digital map information to power automotive navigation systems, portable and wireless devices, Internet-based mapping applications and government and business solutions. The Chicago-based company was founded in 1985 and has approximately 4,400 employees located in 192 offices and in 43 countries.

About Marketing Research Services, Inc. (MRSI)

MRSI, a member of the MVL Group of companies, is a full-service marketing research firm specializing in product development, consumer insights and Hispanic research solutions for clients in industries from consumer products and retail to financial services and healthcare.

Source: NAVTEQ

Study on location aware advertising Findings and Methodology

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