Business Demand for Location-Based Services

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Report Abstract, Table of Contents, List of Tables, List of Figures

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Business Demand for Location-Based Services

Service: Mobile Business Data & Productivity Services
Report Number: IN0401684MBD
Publication Date: November 2004
Number of Pages: 122
Report Price: $2,495 U.S. Dollars
Analyst: Clint Wheelock

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Abstract
Driven by strong demand and willingness to pay among business wireless subscribers, Location-Based Services (LBS) are poised to become a significant growth driver for the US wireless industry. While deployments have been slow to date, carriers are now beginning to turn their attention to commercial LBS rollouts, including both the addition of location capabilities to existing services, as well as the launch of new applications.
This report, based on In-Stat/MDR’s Technology Adoption Panel survey of business wireless subscribers, includes the following insights related to the US market for business LBS applications:

- Analysis of business wireless end-user demand for LBS, both on a general level and for each of 12 specific LBS application concepts, including: driving directions, maps, local traffic information, local weather information, maps/directions for nearby points of interest, digital compass, mobile yellow pages, pedestrian directions, asset monitoring & tracking, vehicle and driver tracking, colleague finder, and location-enabled 411 directory assistance.
- Detailed profiles of the users most interested in purchasing LBS, including occupational/industry attributes for business users, their work styles, business travel habits, company profiles, and fleet management profiles.
- Examination of business user attitudes about key LBS issues, including E-911 safety perceptions, personal privacy concerns, preferred payment models, and user interface preferences.

Table of Contents

Executive Summary
Methodology
- About the Panel
- TAP Survey Methodology
- TAP Survey Questions
Introduction
- Background
- Study Objectives
Business User Interest in LBS: Preferences and Profiles
- Overall Interest in LBS Applications
- Overall LBS Interest: Business User Profile
- Overall LBS Interest: Work Style Profile
- Overall LBS Interest: Business Travel Profile
- Overall LBS Interest: Company Profile
- Overall LBS Interest: Fleet Profile
- Overall LBS Interest: Choice of Carrier
Business LBS Applications
- Summary: Interest in LBS Applications for the Organization
- Summary: Interest in LBS Applications for Personal Use
- LBS Application Interest for Organization: Driving Directions
- LBS Application Interest for Personal Use: Driving Directions
- Driving Directions: Business User Profile
- Driving Directions: Work Style Profile
- Driving Directions: Business Travel Profile
- Driving Directions: Company Profile
- Driving Directions: Fleet Profile
- Driving Directions: Choice of Carrier
- LBS Application Interest for Organization: Local Traffic Information
- LBS Application Interest for Personal Use: Local Traffic Information
- Local Traffic Information: Business User Profile
- Local Traffic Information: Work Style Profile
- Local Traffic Information: Business Travel Profile
- Local Traffic Information: Company Profile
- Local Traffic Information: Fleet Profile
- Local Traffic Information: Choice of Carrier
- LBS Application Interest for Organization: Maps on Mobile Phone Display
- LBS Application Interest for Personal Use: Maps on Mobile Phone Display
- Maps: Business User Profile
- Maps: Work Style Profile
- Maps: Business Travel Profile
- Maps: Company Profile
- Maps: Fleet Profile
- Maps: Choice of Carrier
- LBS Application Interest for Organization: Local Weather Information
- LBS Application Interest for Personal Use: Local Weather Information
- Local Weather Information: Business User Profile
- Local Weather Information: Work Style Profile
- Local Weather Information: Business Travel Profile
- Local Weather Information: Company Profile
- Local Weather Information: Fleet Profile
- Local Weather Information: Choice of Carrier
- LBS Application Interest for Organization: Maps/Directions for Nearby Stores, ATMs, etc.
- LBS Application Interest for Personal Use: Maps/Directions for Nearby Stores, ATMs, etc.
- Maps/Directions for Nearby Stores, ATMs, etc.: Business User Profile
- Maps/Directions for Nearby Stores, ATMs, etc.: Work Style Profile
- Maps/Directions for Nearby Stores, ATMs, etc.: Business Travel Profile
- Maps/Directions for Nearby Stores, ATMs, etc.: Company Profile
- Maps/Directions for Nearby Stores, ATMs, etc.: Fleet Profile
- Maps/Directions for Nearby Stores, ATMs, etc.: Choice of Carrier
- LBS Application Interest for Organization: Mobile Yellow Pages
- LBS Application Interest for Personal Use: Mobile Yellow Pages
- Mobile Yellow Pages: Business User Profile
- Mobile Yellow Pages: Work Style Profile
- Mobile Yellow Pages: Business Travel Profile
- Mobile Yellow Pages: Company Profile
- Mobile Yellow Pages: Fleet Profile
- Mobile Yellow Pages: Choice of Carrier
- LBS Application Interest for Organization: Digital Compass
- LBS Application Interest for Personal Use: Digital Compass
- Digital Compass: Business User Profile
- Digital Compass: Work Style Profile
- Digital Compass: Business Travel Profile
- Digital Compass: Company Profile
- Digital Compass: Fleet Profile
- Digital Compass: Choice of Carrier
- LBS Application Interest for Organization: Pedestrian Directions
- LBS Application Interest for Personal Use: Pedestrian Directions
- Pedestrian Directions: Business User Profile
- Pedestrian Directions: Work Style Profile
- Pedestrian Directions: Business Travel Profile
- Pedestrian Directions: Company Profile
- Pedestrian Directions: Fleet Profile
- Pedestrian Directions: Choice of Carrier
- LBS Application Interest for Organization: Asset Monitoring & Tracking
- LBS Application Interest for Personal Use: Asset Monitoring & Tracking
- Asset Monitoring & Tracking: Business User Profile
- Asset Monitoring & Tracking: Work Style Profile
- Asset Monitoring & Tracking: Business Travel Profile
- Asset Monitoring & Tracking: Company Profile
- Asset Monitoring & Tracking: Fleet Profile
- Asset Monitoring & Tracking: Choice of Carrier
- LBS Application Interest for Organization: Vehicle and Driver Tracking
- Vehicle and Driver Tracking: Business User Profile
- Vehicle and Driver Tracking: Work Style Profile
- Vehicle and Driver Tracking: Business Travel Profile
- Vehicle and Driver Tracking: Company Profile
- Vehicle and Driver Tracking: Fleet Profile
- Vehicle & Driver Tracking: Choice of Carrier
- LBS Application Interest for Personal Use: Colleague Finder
- Colleague Finder: Business User Profile
- Colleague Finder: Work Style Profile
- Colleague Finder: Business Travel Profile
- Colleague Finder: Company Profile
- Colleague Finder: Fleet Profile
- Colleague Finder: Choice of Carrier
- Interest in Location-Enabled Directory Assistance
- Likelihood to Use Location-Enabled Directory Assistance
- Willingness to Pay for Location-Enabled Directory Assistance
- Location-Enabled 411: Choice of Carrier
Business User Attitudes About Location-Based Services
- Preferred Payment Model for LBS
- Willingness to Pay for LBS
- Likely LBS Use Locations
- Preferred Interfaces for Requesting LBS Information
- Preferred Interfaces for Receiving LBS Information
- Attitudes About E-911
- Sensitivity to Privacy Issues
- Specific Privacy Concerns
- Comfort Level with Location Deactivation Option
Summary and Conclusions

List of Tables

Table 1. Overall LBS Interest: Business User Profile
Table 2. Overall LBS Interest: Work Style Profile
Table 3. Overall LBS Interest: Business Travel Profile
Table 4. Overall LBS Interest: Company Profile
Table 5. Overall LBS Interest: Fleet Profile
Table 6. Business Users Interested in Driving Directions: Business User Profile
Table 7. Business Users Interested in Driving Directions: Work Style Profile
Table 8. Business Users Interested in Driving Directions: Business Travel Profile
Table 9. Business Users Interested in Driving Directions: Company Profile
Table 10. Business Users Interested in Driving Directions: Fleet Profile
Table 11. Business Users Interested in Local Traffic Information: Business User Profile
Table 12. Business Users Interested in Local Traffic Information: Work Style Profile
Table 13. Business Users Interested in Local Traffic Information: Business Travel Profile
Table 14. Business Users Interested in Local Traffic Information: Company Profile
Table 15. Business Users Interested in Local Traffic Information: Fleet Profile
Table 16. Business Users Interested in Maps Application: Business User Profile
Table 17. Business Users Interested in Maps: Work Style Profile
Table 18. Business Users Interested in Maps: Business Travel Profile
Table 19. Business Users Interested in Maps: Company Profile
Table 20. Business Users Interested in Maps: Fleet Profile
Table 21. Business Users Interested in Local Weather Information: Business User Profile
Table 22. Business Users Interested in Local Weather Information: Work Style Profile
Table 23. Business Users Interested in Local Weather Information: Business Travel Profile
Table 24. Business Users Interested in Local Weather Information: Company Profile
Table 25. Business Users Interested in Local Weather Information: Fleet Profile
Table 26. Business Users Interested in Maps/Directions for Nearby Stores, ATMs, etc.: Business User Profile
Table 27. Business Users Interested in Maps/Directions for Nearby Stores, ATMs, etc.: Work Style Profile
Table 28. Business Users Interested in Maps/Directions for Nearby Stores, ATMs, etc.: Business Travel Profile
Table 29. Business Users Interested in Maps/Directions for Nearby Stores, ATMs, etc.: Company Profile
Table 30. Business Users Interested in Maps/Directions for Nearby Stores, ATMs, etc.: Fleet Profile
Table 31. Business Users Interested in Mobile Yellow Pages: Business User Profile
Table 32. Business Users Interested in Mobile Yellow Pages: Work Style Profile
Table 33. Business Users Interested in Mobile Yellow Pages: Business Travel Profile
Table 34. Business Users Interested in Mobile Yellow Pages: Company Profile
Table 35. Business Users Interested in Mobile Yellow Pages: Fleet Profile
Table 36. Business Users Interested in Digital Compass: Business User Profile
Table 37. Business Users Interested in Digital Compass: Work Style Profile
Table 38. Business Users Interested in Digital Compass: Business Travel Profile
Table 39. Business Users Interested in Digital Compass: Company Profile
Table 40. Business Users Interested in Digital Compass: Fleet Profile
Table 41. Business Users Interested in Pedestrian Directions: Business User Profile
Table 42. Business Users Interested in Pedestrian Directions: Work Style Profile
Table 43. Business Users Interested in Pedestrian Directions: Business Travel Profile
Table 44. Business Users Interested in Pedestrian Directions: Company Profile
Table 45. Business Users Interested in Pedestrian Directions: Fleet Profile
Table 46. Business Users Interested in Asset Monitoring & Tracking: Business User Profile
Table 47. Business Users Interested in Asset Monitoring & Tracking: Work Style Profile
Table 48. Business Users Interested in Asset Monitoring & Tracking: Business Travel Profile
Table 49. Business Users Interested in Asset Monitoring & Tracking: Company Profile
Table 50. Business Users Interested in Asset Monitoring & Tracking: Fleet Profile
Table 51. Business Users Interested in Vehicle and Driver Tracking: Business User Profile
Table 52. Business Users Interested in Vehicle and Driver Tracking: Work Style Profile
Table 53. Business Users Interested in Vehicle and Driver Tracking: Business Travel Profile
Table 54. Business Users Interested in Vehicle and Driver Tracking: Company Profile
Table 55. Business Users Interested in Vehicle and Driver Tracking: Fleet Profile
Table 56. Business Users Interested in Colleague Finder: Business User Profile
Table 57. Business Users Interested in Colleague Finder: Work Style Profile
Table 58. Business Users Interested in Colleague Finder: Business Travel Profile
Table 59. Business Users Interested in Colleague Finder: Company Profile
Table 60. Business Users Interested in Colleague Finder: Fleet Profile

List of Figures

Figure 1. Overall Business User Interest in LBS for their Company or Organization
Figure 2. Overall Business User Interest in LBS for their Personal Use
Figure 3. Perceived LBS Usefulness for Company or Organization
Figure 4. Perceived LBS Usefulness for Personal Use
Figure 5. Overall LBS Interest by Choice of Carrier
Figure 6. Summary: Interest in LBS Applications for the Organization
Figure 7. Summary: Interest in LBS Applications for Personal Use
Figure 8. LBS Application Interest for Organization: Driving Directions
Figure 9. LBS Application Interest for Personal Use: Driving Directions
Figure 10. Business User Interest in Driving Directions by Choice of Carrier
Figure 11. LBS Application Interest for Organization: Local Traffic Information
Figure 12. LBS Application Interest for Personal Use: Local Traffic Information
Figure 13. Business User Interest in Local Traffic Information by Choice of Carrier
Figure 14. LBS Application Interest for Organization: Maps on Mobile Phone Display
Figure 15. LBS Application Interest for Personal Use: Maps on Mobile Phone Display
Figure 16. Business User Interest in Maps Application by Choice of Carrier
Figure 17. LBS Application Interest for Organization: Local Weather Information
Figure 18. LBS Application Interest for Personal Use: Local Weather Information
Figure 19. Business User Interest in Local Weather Information by Choice of Carrier
Figure 20. LBS Application Interest for Organization: Maps/Directions for Nearby Stores, ATMs, etc.
Figure 21. LBS Application Interest for Personal Use: Maps/Directions for Nearby Stores, ATMs, etc.
Figure 22. Business User Interest in Maps/Directions for Nearby Stores, ATMs, etc. by Choice of Carrier
Figure 23. LBS Application Interest for Organization: Mobile Yellow Pages
Figure 24. LBS Application Interest for Personal Use: Mobile Yellow Pages
Figure 25. Business User Interest in Mobile Yellow Pages by Choice of Carrier
Figure 26. LBS Application Interest for Organization: Digital Compass
Figure 27. LBS Application Interest for Personal Use: Digital Compass
Figure 28. Business User Interest in Digital Compass by Choice of Carrier
Figure 29. LBS Application Interest for Organization: Pedestrian Directions
Figure 30. LBS Application Interest for Personal Use: Pedestrian Directions
Figure 31. Business User Interest in Pedestrian Directions by Choice of Carrier
Figure 32. LBS Application Interest for Organization: Asset Monitoring & Tracking
Figure 33. LBS Application Interest for Personal Use: Asset Monitoring & Tracking
Figure 34. Business User Interest in Asset Monitoring & Tracking by Choice of Carrier
Figure 35. LBS Application Interest for Organization: Vehicle and Driver Tracking
Figure 36. Business user Interest in Vehicle and Driver Tracking by Choice of Carrier
Figure 37. LBS Application Interest for Personal Use: Colleague Finder
Figure 38. Business User Interest in Colleague Finder by Choice of Carrier
Figure 39. Interest in Location-Enabled Directory Assistance
Figure 40. Likelihood to Use Location-Enabled Directory Assistance
Figure 41. Willingness to Pay for Location-Enabled Directory Assistance
Figure 42. Business User Interest in Location-Enabled 411 by Choice of Carrier
Figure 43. Preferred Payment Model for LBS
Figure 44. Willingness to Pay for LBS
Figure 45. Likely LBS Use Locations
Figure 46. Preferred Interfaces for Requesting LBS Information
Figure 47. Preferred Interfaces for Receiving LBS Information
Figure 48. Business User Attitudes About E-911
Figure 49. Business User Sensitivity to LBS Privacy Issues
Figure 50. Specific LBS Privacy Concerns
Figure 51. Comfort Level with Location Deactivation Option

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