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Report in a Nutshell

Mobile Local Search is 28% of all digital searches with a surge in growth expected world-wide in 2010. The Cellular Telecommunications Industry Association (CTIA) announced there are 270M wireless subscribers in the United States with almost 100% penetration. Asia-Pac economies are estimated to reach US $32.9B in mobile data services by 2012.

This report on the Mobile Local Search (MLS) ecosystem is based upon two-decades of intensive engagement in the telecommunications industry and presents a first-mile through last-mile review of top vendors providing products and services. Additionally, this report shares insights from visionaries at Nuance®, NAVTEQ®, Acrossair, Qualcomm®, Quattro Wireless, and other leaders in the MLS ecosystem. The insights illuminated are complimented by industry data and performance metrics.

MLS products are evolving with greater technological enhancements. More now than ever, the phrase ”Think Global, Market Local” is on target. Component manufactures for software and hardware businesses are investing in research & development and deployment. Advertisers are eager to connect directly with the buying power. Venture capitalists are exploring new entrants into the MLS ecosystem for sizeable 2010 investments.

With research beginning in 2007, this publication addresses the following topics (and more):

• Geo Positioning Systems
• Relative Positioning Sensors
• WiMax
• Bluetooth
• Enhanced Traffic Technology
• Wireless Carriers and Mobile Operators
• Augmented Reality
• Motion Capture
• Voice-enabled Search
• Mobile Local Search Applications
• Application Skins
• Semantic Advertising and Search
• Advertising Platforms, Networks, and Exchanges
• Location Based Mobile Marketing

Target Audience

This report is for anyone considering launching a mobile local search business, solutions involving location-based technology and services, and businesses providing components to MLS solutions. New entrants into the MLS ecosystem are provided with a view of surrounding potential partners at any given entry-point.

Key Questions Answered

• How are thought-leaders in MLS approaching business going into the next decade?
• Which companies are Tier 1 vendors for developing partnerships, supply chains, and distribution channels?
• What is augmented reality and motion capture? What is inside a wireless device that enables GPS applications? Why is voice-enabled search critical? What are the benefits of application skins?
• Where are LBS technologies headed and what is the outlook on global financial investment?

Companies in Report

Acrossair
Acuity
Acxiom
Alcatel
Apple
ARM
AT&T
AT&T Interactive
China Telecom
Cimarron Group / Traffic
City Search
DexKnows
Google
Layar
Microsoft
Microvision. 44
Mobilizy
mOcean
Morgan Stanley
Motorola
Navizon
NAVTEQ
Network In Motion
Nokia
NTT DoCoMo
Nuance
Peer39
Quattro Wireless
Qualcomm
Research In Motion
Riverstone Residential
Samsung
SiRF
Skyhook
SPB Mobile
Spherexx
Super Pages
Ubiquitous Entertainment 44
Urban Spoon
Tell-Me
V-Enable
Verizon
Visa
Winston & Strawn
Yahoo!
Yell
Yelp
YPmobile

Table of Contents

1.0 Introduction
2.0 Definition of Mobile Local Search
3.0 Economic Drivers of Mobile Local Search
3.1 Technology
3.2 Data Content
3.3 Financial Investment
3.4 Advertising
4.0 Mobile Search:  Why Now?
5.0 The Leaders: Mobile Local Search Ecosystem Stakeholders
5.1 Devices
     5.1.1 Inside Devices:  Speed Components
     5.1.2 Devices and More:  Nokia
5.2 Networks Carriers and Operators
     5.2.1 AT&T
     5.2.2 Sprint
     5.2.3 Verizon
     5.2.4 NTT DOCOMO
     5.2.5 China Telecom
     5.2.6 Cloud Computing
5.3 Local Data Providers
     5.3.1 Data: Business Listings - Basic Information
     5.3.2 Data: Business Listings - Consumer Information
          5.3.2.1 Experian Group plc
     5.3.3 Data: Business Listings, Enhanced Information
5.4 Major Search Engines - Deploying into Mobile Local Search
     5.4.1 Bing
     5.4.2 Google
5.5 The Battle of the Joneses
     5.5.1 The SWOT - MLS Applications
     5.5.2 SWOT Analysis
5.6 Browser Based Applications (the mobile web)
5.7 Application Providers in the Directory Data and Search Business
5.8 Ad Platform Providers in the Directory Search Business
5.9 Mobile Local Search Directory Distribution Partners
     5.9.1 V-ENABLE
     5.9.2 Medio
     5.9.3 uLocate
     5.9.4 EarthComber
5.10 Application Developers
     5.10.1 User Interface Development
     5.10.2 Mobile Local Application Skin Providers
6.0 Mobile Local Location Technology
6.1 Mobile Location Blogging
6.2 Augmented Reality
     6.2.7 Heads-up Display
     6.2.8 Ubiquitous Entertainment
     6.2.9 Microvision
7.0 Geo-Positioning Systems/Geographic Information Systems
7.1 GPS Overview
     7.1.1 Location using the Cellular Network (Cell-ID / E-OTD / TDOA)
8.0 The Location Based Solutions Market
8.1 NAVTEQ
     8.1.1. NAVTEQ Local Search functionality
     8.1.2 NAVTEQ Traffic
     8.1.3 Location Based Advertising and NAVTEQ
     8.1.4 Mobile Local Search and Social Applications
     8.1.5 Location Based Blogging
8.2 Networks In Motion
     8.2.1 Gokivo Navigator
8.3 GPS Review
8.4 Absolute and Relative Positioning
8.5 Relative Positioning Sensors - Gyroscope, Accelerometer, Odometer
8.6 Positioning Systems Interacting with Map Databases
8.7 Map Matching
8.8 Modeling Real World Sensor Integration
8.9 Location with Wi-Fi and Peer2Peer Wireless Positioning
8.10 Location with WiMax
8.11 Location with Bluetooth
8.12 Near Field Communication
9.0 The Imperative of Voice Search
9.2 Developers
     9.2.1 Tellme
     9.2.3 Call Genie
     9.2.4 Google Voice
     9.2.5 Nuance
10.0 Mobile Local Advertising Platform Providers
10.1 mOcean
11.0 Mobile Coupons
11.1 Acxiom
11.2 Acuity Mobile
12.0 Mobile Local Advertising Networks and Exchanges
12.1 V-Enable
12.2 JumpTap
12.3 Google AdWords
12.4 Quattro Wireless
13.0 Semantic Advertising Technology
13.1 Peer39
14.0 Mobile Contest, Promotions, Sweepstakes and the Law
14.1 Mobile Marketing Association
14.2 Winton & Strawn
15.0 Mergers and Acquisitions
16.0 Mobile Local Business Strategies
17.0 Ecosystem Partnerships

Acronyms

Figures

Charts and Tables