Mobile Local Search 2011 adds more intensive analysis and many new insights to the best selling research report published in 2010. The clear objective of this year’s research is to illuminate the economic landscape of mobile local search in China, Korea, and Japan along with powerful new entrants on the North American and EU leader boards.

1. Mobile Local Search 2011: Location-based Search Market
Mobile Local Search 2011 adds more intensive analysis and many new insights to the best
selling research report published in 2010. The clear objective of this year’s research is to
illuminate the economic landscape of mobile local search in China, Korea, and Japan along
with powerful new entrants on the North American and EU leader boards.
Buy Now: Mobile Local Search Markets
Browse All: Latest Market Research Reports
The deep coverage provides insight into the thought leadership guiding the ecosystem
including CEOs, CTOs, and CMOs. Participants either presently involved or considering
involvement in Mobile Local Search will benefit from a critical review of the business models
of those companies that have figured out the winning strategies. The analysis is based upon
two-decades of intensive engagement in the telecommunications industry and presents a
first-mile through last-mile review.
Companies in Report:
This report includes C-level executive team input from Layar, Local.com, 15miles, Qype,
Poynt, NAVTEQ, Nuance, Peer39, Placecast, and TelMap. Additional commentary provided
by mOcean, Mobile Dreams Factory, Qualcomm, and The Cimarron Agency.
Additional companies covered include Antera, ArcPad, AT&T, AT&T Interactive, Baidu,
Barclays Capital, Bharti AirTel, City Grid, China Mobile, Cisco, Confrapar, Denstu,
DexKnows, DFJ FIR Capital, Gloto, Google, Hanaro, Kong Zhong, Madrona Venture Group,
MegaCable, Metaio, Microsoft, Mixer Labs, Monashees Capital, NTT DoCoMo, Oi, Soft Tech
Venture Capital, Sprint, SuperMedia, Telefonica, TeleNAV, TriQuent Semiconductor, Status
Capital, Urbanspoon, Vivo, uLocate, Visa, Where.com (eBay), Yahoo! Local, Yell, Yellow
Pages, YPmobile, and more.
Audience:
Mobile Network Operators
Mobile Application Developers
Location-based Service Providers
Wireless Infrastructure Providers
Associations and Technology Groups
Business and Financial Institutions
Corporate and Institutional Investors
Exporters, Importers and Traders
Government and International Bodies
Lawyers, Bankers, Libraries, Embassies
Patent Offices Technology Executives
Regulatory and Policy Individuals
Venture Capitalists, Consultants and more

2. Table of Contents
INTRODUCTION 10
DEFINITION OF MOBILE LOCAL SEARCH 10
ECONOMIC DRIVERS OF MOBILE LOCAL SEARCH 11
LEADING GLOBAL MARKETS 11
ASIA IS NOT HOMOGENOUS 14
MEXICO, CENTRAL AMERICA, SOUTH AMERICA, AND CARIBBEAN 15
ASIA IN THE SOUTH AND CENTRAL AMERICAS 16
Mexico18
Brazil 18
United States and Canada 20
Wireless Carriers 20
Venture Capital 21
SoftTech VC Fund III 22
India 22
Languages of India 23
Civic Design – Street Names 24
Microsoft 25
Google26
THE LEADERS: MOBILE LOCAL SEARCH ECOSYSTEM STAKEHOLDERS 26
TECHNOLOGY 27
Mobile Local Ecosystem 2010 – 2014 27
Device Core Processors 27
GPS Chipsets 28
Qualcomm and SiRF GPS Chipsets 28
LBS chipsets are selected on the following capabilities: 29
TECHNOLOGY FORECASTS 29
Cisco 30
Emerging capabilities include SoC for Wi-Fi Positioning and RFID 31
FINANCIAL INVESTMENTS 31
United States of America 32
Brazil 34
Japan 34
India 35
The Republic of South Korea 35
LOCATION AS A SERVICE 37
APPLICATIONS LEVERAGING LBS OR SHOULD LEVERAGE LBS: 37
LaaS Variations in Access 39
LOCATION BASED SERVICES ECOSYSTEM 40
LOCATION BASED SERVICES ECOSYSTEM 41
GIS DATA APPLICATIONS 41
CLOUD BASED COMPUTING SERVICES 43

3. REPRESENTATIONAL STATE TRANSFER 44
RUBY ON RAILS 3 44
NEW FEATURES 44
VERIZON WIRELESS OPEN API STRATEGY 46
REST API 47
NAVBUILDINER INSIDE API 47
TELECOMMUNICATIONS SYSTEMS (TCS) 47
LOCATIONLABS LAAS STRATEGY 48
LOCATIONLABS VERIPLACE LOCATION PRIVACY CONTROLS:49
PLACECAST SHOPALERTS 50
BREW 50
LOCATION AS A SERVICES SWOT ANALYSIS 51
SimpleGeo 53
Mixer Labs (acquired by Twitter)53
SWOT Analysis Summary 55
PRODUCT EXPERIENCE 57
THE LOCAL SEARCH REVOLUTION 57
SEARCH PRODUCT ORIGINATION 58
KNOWLEDGE CENTERS: 58
Business Development 58
Engineering 59
Finance59
WHEN PRODUCT ORIGINATION IS DRIVEN FROM SALES 60
WHEN PRODUCT ORIGINATION IS DRIVEN FROM MARKETING 61
WHEN PRODUCT ORIGINATION IS DRIVEN FROM BUSINESS DEVELOPMENT62
WHEN PRODUCT ORIGINATION IS DRIVEN FROM ENGINEERING 62
WHEN PRODUCT ORIGINATION IS DRIVEN FROM FINANCE 63
PROFILES OF SEARCHERS ON MOBILE 64
MOBILE AVERTISING 66
MOBILE ADVERTISING WORLD-WIDE SUMMARY 66
15miles -USA 66
CONVERGENCE AND THE WINNERS 66
HOW DO MOBILE SEARCHERS SEARCH 67
Monetization 68
The Search 69
15MILES OUTLINES TODAY’S CONSUMER: 71
MOBILE LOCAL ADVERTISING PLATFORM PROVIDERS 71
INDUSTRY ADVERTISING GOALS 73
MOBILE COUPONS 74
MOBILE LOCAL ADVERTISING NETWORKS AND EXCHANGES74
SEMANTIC ADVERTISING TECHNOLOGY 75
Peer39 75
Tiger Woods – a classic example 76
Branded product companies will benefit tremendously: 77
Social marketing companies will benefit tremendously: 77
MOBILE CONTEST, PROMOTIONS, SWEEPSTAKES AND THE LAW 78
LOCAL SEARCH APPS AND LOCATION BASED ADVERTISING78
ULTRA LOCAL CONTENT AND SERVICES 78

4. LOCATION-BASED ADVERTISING SOLUTION 79
Local.com 80
TelMap83
Poynt 85
QYPE 87
QYPE SERVICES 88
GOOGLE 89
ACUITY89
2010 and Beyond 92
Acuity (acquired by NAVTEQ) and Acxiom 92
NAVTEQ 93
GLOTO96
JumpTap 101
Geo-targeting 102
2012 and Beyond 102
LAYAR103
2012 and Beyond 105
MOBILE DREAMS FACTORY 105
2012 and Beyond 106
mOCEAN 106
PLACECAST 108
ShopAlerts 108
2012 and Beyond 109
New Mobile and DOOH Display Technology Impact on Search UX 110
Display Technology Power Consumption 111
Device Functions that Enhance Mobile Solutions 111
DEVICES 114
Community-Enhanced Traffic Technology (CETT) 115
Low Energy Bluetooth 117
NETWORKS CARRIERS AND OPERATORS 117
AT&T 119
Sprint 120
Verizon120
NTT DOCOMO 120
China Telecom 120
LOCAL DATA PROVIDERS: 121
DATA: BUSINESS LISTINGS – BASIC INFORMATION 121
Data: Business Listings – Consumer Information122
Experian Group plc 122
Harte-Hanks 122
Acxiom122
Data: Business Listings, Enhanced Information 122
MAJOR SEARCH ENGINES – DEPLOYING INTO MOBILE LOCAL SEARCH 123
BING 123
GOOGLE 123
BING – A REPLACEMENT FOR MICROSOFT EXPLORER? 125
BING Map Apps 127
Learn how to create your own map apps127

5. BING MAPS GEOGRAPHIC COVERAGE 127
BING Standalone Mobile Local Search 128
SUPER MEDIA / VERIZON AND YELLOW PAGES (YPMOBILE) / AT&T 128
AT&T Interactive Ad Solutions – Mobile Advertising YPmobile 134
YPMOBILE, SUPERPAGES MOBILE, WHEREMOBILE, LOCAL.COM, CITYGRID,
GOOGLE, AIDU 135
THE BATTLE OF THE JONES’ 137
The SWOT – MLS Applications 138
Field of Competitors 139
The Search Engines 139
Google Local (Country Editions Available) 139
Yahoo! Mobile (Country Editions Available) 139
Yell (Country Editions Available) 139
The Lifestyle and Productivity Guides 139
Yelp (U.S.) 139
City Search (U.S) 140
DexKnows (U.S) 140
SuperPages (U.S.) 140
SWOT Analysis140
YPmobile (native) 140
Google Local 142
Yahoo! Local 143
Yell 144
Yelp 145
City Search Mobile 146
DexKnows (native) 147
Super Pages 148
APPLICATION PROVIDERS IN THE DIRECTORY DATA AND SEARCH BUSINESS
149
AD PLATFORM PROVIDERS IN THE DIRECTORY SEARCH BUSINESS 149
MOBILE PROXIMITY ADVERTISING 150
Proximity Services and Location Services: Distinction 151
MOBILE LOCAL SEARCH DIRECTORY DISTRIBUTION PARTNERS 152
V-ENABLE 152
MEDIO152
uLOCATE 152
EARTHCOMBER 152
APPLICATION DEVELOPERS 153
User Interface Development 153
MOBILE SKIN PROVIDERS 153
MOBILE LOCATION TECHNOLOGY 155
Distinctions between Driving and Pedestrian: 155
MOBILE LOCATION SOCIAL BLOGGING 155
AUGMENTED REALITY156
AR Use Case – A Practical Application 157
Mobilizy 158
Urbanspoon 158
Layar 159
Nokia 159

6. Heads-up Display 160
Ubiquitous Entertainment 160
Microvision 161
GEO-POSITIONING SYSTEMS/GEOGRAPHIC INFORMATION SYSTEMS 161
GPS OVERVIEW 162
Location using the Cellular Network (Cell-ID / E-OTD / TDOA) 163
THE LOCATION BASED SOLUTIONS MARKET 164
NAVTEQ 164
NAVTEQ Local Search functionality 165
NAVTEQ Traffic 168
NAVTEQ Use Cases 169
NAVTEQ Use Case – Social Networks – Proximity Alerts and Fastest Meeting Places 169
NAVTEQ Use Case – Traffic Patterns – Risk Sensitive Routing for Pedestrian and Auto 170
Location Based Advertising and NAVTEQ 170
Mobile Local Search and Social Applications 173
Using NAVTEQ MapTP for Social Networking and Blogging Applications 173
Location Based Blogging 174
Networks In Motion 175
MOBILE LOCAL SEARCH AND SOCIAL NETWORKING 175
Gokivo Navigator 175
GPS REVIEW 176
Absolute and Relative Positioning 178
Relative positioning sensors – gyroscope, accelerometer, odometer 178
Positioning systems interacting with map databases 178
Map Matching 178
Modeling Real World Sensor Integration179
Location with Wi-Fi and Peer2Peer Wireless Positioning 179
Location with WiMax 180
Location with Bluetooth180
Near Field Communication 181
THE IMPERATIVE OF VOICE SEARCH 182
Global Population Aging 182
Seeing Impairment 183
Aging and the Eyes 183
Pedestrian Safety 183
HOW SPEECH RECOGNITION WORKS? 184
Standards 184
Semantic Interpretation for Speech Recognition 184
WEB BASED VOICE TECHNOLOGY 185
DEVELOPERS 185
Tellme 185
Call Genie 185
Google Voice 186
Yahoo! OneSearch with Voice 186
Vlingo 186
V-Enable 186
Nuance186
Nuance T9 187

7. Nuance Mobile Navigation Service Package with T9 Nav188
Nuance VSuite 188
MOBILE LOCAL BUSINESS STRATEGIES 189
ECOSYSTEM PARTNERSHIPS 191
Carrier and Operator Engagement 191
Handset Manufacturer Engagement 192
LBS Vendor Engagement 192
Marketing Agency Engagement 192
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