Need for efficient consumer engagement and enhanced marketing reach drive the domestic LBS market

July 31, 2012 - PRLog -- Location based services or LBS is an information service that uses the ability of the global positioning capability using IP addresses of mobile devices and computers to deliver area specific information. It is more relevant to mobile devices such as smartphones and Tablet PCs. Marketing evolution exhibit growing need for more targeted and personal outreach to the consumers, with the ability to define the relationships they have with brands and their products. Location based services provides this service.
   
The report begins with an ‘Introduction’ section covering overview of location based services which provides basic idea of the technology and brief details regarding the prime features of the same. The section elaborates the needs of location based services and various types of the same.

The ‘Market Overview’ section elaborates global & domestic market state of LBS business. It is accompanied by a plethora of qualitative and statistical information regarding the state of LBS in major continents and in India. The section also feature topics such as MVAS revenue sharing model in India, ideal features of location based services, pros and cons of locational APIs and government initiatives taken in India for LBS. LBS ecosystem, value chain and location based marketing value chain has been provided for better understanding of location based services. “Advertising and promotion is the major source of revenue for location based services in India.” noted Kalyan.

It is followed by a ‘Drivers & Challenges’ section elaborating the major furtherance & impediments for location based services in India. Both the ‘drivers’ and ’challenges’ are equally stressed upon to provide clear idea regarding the probable obstacles and rewards in the line of business and help vendors take necessary measures. Low adoption in the country has been largely caused by lack of existence and benefit awareness amongst consumers. Overcoming this challenge can provide huge opportunity for LBS in India, having colossal wireless subscriber base and stupendous growth in smartphone and tablet adoption.

The report continues with ‘Market Opportunity’ section, containing SWOT analysis of LBS market in India. The section elaborates potential application areas for location based services in India along with vertical-wise opportunities. Each of the opportunity areas are accompanied by statistical data for detailed analysis.

Next, the recent developments and prominent trends in the market are illuminated under ‘Market Trends’ section.

The ‘Location Based Services Players’ section begins with a Porter’s five forces analysis. In the section the key location based services providers are profiled. The section contains information such as corporate & business highlights covering operational & recent information regarding each company’s contact information, location, key product and service offerings and key contacts for each of the players. It also provides financial performance for a period of time including revenue and profit, key ratios, financial summary and key financial performance indicators.

It is followed by ‘Consumer Insights’ section which is drawn from a survey conducted amongst general consumer to understand location based service usage and preferences.

The report concludes with the section ‘Strategic Recommendation’ which is derived after a comprehensive analysis of the market state & scope. It suggests key strategic moves which can help enhance and accelerate adoption of LBS in India. Providing real-time information in a dynamic and interactive format will be beneficiary but companies must remember that accuracy of the geo-location data is of foremost importance. As for enterprise services, differential product offering as per requirements would improve LBS adoption.

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