Navigation is believed to be one of the most profitable mobile LBS applications in China. Players in the mobile navigation industry include map makers, application software developers, service providers, wireless carriers, handset manufacturers, GPS/A-GPS chipset vendors, telecom equipment vendors, and GPS module suppliers.

 

　　A consumer survey included in this report shows that there is a high level of demand for mobile LBS and that local information and navigation are the most popular mobile LBS applications. However, consumers seem to be price-sensitive with regard to both mobile LBS and GPS phones.

 

　　The mobile navigation market is divided between two models, the off-board and the on-board. This report analyzes the business models for both and identifies key players. In addition, a comparison of the two models is made to try to discover which model will become the mainstream of mobile navigation.

 

　　Currently, the portable navigation device (PND) market dominates automobile navigation. To explore the market opportunities of mobile navigation, this report also discusses the advantages and disadvantages of PND and handset navigation.

•     Executive Summary

•     Introduction

o     Definition

o     LDT Technology Overview

o     Key Applications and Trends

   Navigation

   Local Search

   Local Traffic Updates

   Friend Finder

   Child Tracking

•     Consumer Demand for Mobile Navigation

o     Interest in Mobile Navigation

o     Acceptable Location Accuracy

o     Acceptable Monthly Payments for Mobile LBS

o     Willingness to Buy a GPS Phone

o     Preferred Service Model for Navigation

o     Summary

•     Value Chain/Business Model Analysis

o     Value Chain Structure and Business Model

   Off-board Model

   On-board Model

o     Digital Navigation Map Makers

   Chinese Map Maker Overview

   Map Maker Challenges

o     Navigation Software Developers

   Navigation Software Developer Business Model

   Navigation Software Developers and Their Products

   Software Developer Challenges

o     GPS Handset Manufacturers

   GPS Handset Manufacturers and Products

   Relationship between Market Players

o     Navigation Service Providers

   TeleNav

   PDAger

   Tiros

   Lingtu

o     Wireless Carriers

   China Mobile

   China Unicom

o     Off-board and On-board Model Comparison

   Access Methods

   User Experience

   Business Model

   Conclusion

•     Mobile Navigation vs. Portable Navigation Devices (PNDs)

o     Integration

o     User Experience

o     Functionality

o     Pricing

o     Conclusion

•     Mobile Navigation Market Trends

o     Market Drivers

   Market Demand Is Increasing

   Technology Improvements Provide Better Experience

   More Models Will be Available; Prices Will Continue to Fall

o     Market Barriers

   Consumer Awareness is Low

   Small Number of Phones, High Prices

   PND Market Will Limit Growth of Mobile Navigation Market

o     Market Trend and GPS Phone Shipment Forecast

•     Methodology

•     Related In-Stat Reports

 

List of Tables

•     Table 1. Comparison of Technologies

•     Table 2. Chinese Map Maker Overview

•     Table 3. Comparison of Map Maker Products

•     Table 4. Destinator and ROUTE 66

•     Table 5. Navigation Products of Main Software Developers

•     Table 6. GPS Handset Manufacturers and Products

•     Table 7. Main Customers of TeleNav

•     Table 8. “Voice Navigation” Pricing and Handsets (US$)

•     Table 9. “Navigation Dog” Pricing and Handsets (US$)

•     Table 10. Main PND Manufacturers and Their Products

•     Table 11. GPS Phone Shipment Forecast, 2006–2011 (Units in Thousands)

 

List of Figures

•     Figure 1. GPS Phone Shipment Forecast, 2006–2011 (Units in Thousands)

•     Figure 2. GPS System and A-GPS System

•     Figure 3. Respondent Interest in Mobile LBS

•     Figure 4. Which Mobile LBS Applications Are You Interested In?

•     Figure 5. Acceptable Location Accuracy

•     Figure 6. Acceptable Monthly Payments for Mobile LBS (US$)

•     Figure 7. Which Devices do You Want a GPS Function In?

•     Figure 8. Do You Plan to Buy a GPS Mobile Phone?

•     Figure 9. How Much Are You Willing to Pay for a GPS Mobile Phone? (US$)

•     Figure 10. Which Service Navigation Model Do You Prefer?

•     Figure 11. Acceptable Price for a GPS Phone, by Preferred Service Model (US$)

•     Figure 12. Value Chain of Off-board Navigation Model

•     Figure 13. Value Chain of On-board Navigation Model

•     Figure 14. Relationship between Market Players

•     Figure 15. “Xingtu” GIS System

•     Figure 16. “Che Wutong” GIS System

•     Figure 17. GPS Phone Shipment Forecast, 2006–2011 (Units in Thousands)