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LOCATION-BASED SERVICESMARKET TRENDSPLAYERS IN THE VALUE CHAINNelson Wee, Mobile Internet ProfessionalLinkedin Profile: http://www.linkedin.com/in/nelsonweeEngage me in Twitter: @nelsonwee

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Key Market Growth Trends in Location-based ServicesLocation Based Apps & check-in features are garnering interest in mobiles•Twitter, Foursquare, Gowalla and Facebook “Places” where consumers are sharing to show-off their“Fab life” •Other examples: Shopkick, Foodspotting•Mainstream: amongst 20 to 34 year olds where privacy less of a concern•Secondary target group: 35 to 44 year olds, though this group has higher spending power.•Emotional drivers: Gamification, social leaderboards are used to engage consumers.•Rational drivers: Price comparisons through daily deals, bar-code reading of prices.Group buys through Social Sharing and Mobile coupons, local deals are growing•Players include Groupon are expanding into Asia through acquisitions.•Local players like Chlkboard and deal.com.sg are growing mind share, market share with advertisers.Many players are looking into being your mobile wallet•Facebook credits – for virtual and also physical goods?•Paypal account to order your takeaways?•Operator billing for lower price tiered goods?•Retail POS: Visa Paywave contactless payment, MasterCard PayPass – Tap & GoSingapore shows strong growth in mobile subscribers and VAS•IDC forecasts that the number of Singapore mobile subscribers will increase at a 3.9% CAGR to reach8.3 million by 2014, pushing the penetration rate from 140% in 2009 to 163% by 2014•Much of the growth is expected to come from the take-up of non-voice services and prepaidsubscriptions and the proliferation of multi-SIM cards.Nelson Wee | Mobile Internet Professional | LinkedIn: http://www.linkedin.com/in/nelsonwee | Twitter: @nelsonwee

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Location-Based Services Value Chain Location N-screens Access & Device, Map Application Based Advertising Service Tablet, Data Software Content Provision PC & Services•Enrich POIs •Technology •Ad serving •Turn by Turn Nav •Develop •Partnershipsthrough partners platform •Check in Mobile with Device,partnering •Developers providers •Customer review Operators H/Wwith Retail provide the sites, UGC feeds data plans manufacturersand F&B user interface, •Campaign meta •Retail and on out of boxmerchants to search, layers, business F&B experiencepopulate platform rules merchants •Apps / (device, PC) •Directory search POS Services support •Daily social deals promotions channel •Restaurant Booking distribution and •Social media promotions analytics Nelson Wee | Mobile Internet Professional | LinkedIn: http://www.linkedin.com/in/nelsonwee | Twitter: @nelsonwee