If it works as they say it does, this could be huge- BlueSky positioning together with Telemap have devised a solution to bring GPS location functionality and services to any GSM device by way of simply inserting a special SIM card.

Here’s how it works; BlueSky has developed an A-GPS embedded SIM card that incorporates a breakthrough proprietary in-SIM GPS antenna.  This alone brings full GPS-functionality to any legacy device, as long as it supports GSM technology.  In other words, dropping in BlueSky’s new SIM card into any old GSM feature-phone will instantly make it location-aware, allowing for any new-age location-based service to work as it does on newer full-function smartphones.

The second piece of the puzzle is its integration with Telemap, who has found a way to exploit BlueSky’s in-SIM technology to offer what it believes is a unique pedestrian navigation facility capable of guiding users through pedestrian-only areas such as parks, squares, passages and staircases whilst tracking user’s progress as they walk, for example.  In addition, Telmap can provide standard in-vehicle navigation with 3D moving maps; turn-by-turn directions with street names using text-to-speech recognition along with traffic and speed camera information.  Together, the two companies have created a fully-functioning SatNav system that can easily be dropped in any legacy feature phone.

The possibilities are endless with BlueSky’s new A-GPS SIM card, with Telemap being only the first of many to utilize the breakthrough.  The real value will be for GSM mobile operators, who can now begin to utilize SIM cards with GPS antennas built-in to turn legacy devices running on their network into fully-functioning, location-aware handsets- opening up the possibility for them to incorporate their own in-house LBS and location-based advertising solutions. “This SIM centric solution gives value chain control to mobile operators and opens up wider opportunities for their marketing teams to create location based services,” said Velipekka Kuoppala, VP for Sales & Marketing with BlueSky Positioning.

Whether or not the solution works as well as its intended to is yet to be known, but if so, it will represent one of the largest breakthroughs in mobile location we’ve seen in a long time.  This is definitely one to keep your eyes on.

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Need more proof that it’s all about location these days?  A new report published by Berg Insight indicates global shipments of GPS-enabled GSM/WCDMA handsets increased 92 percent in 2009 to 150 million units.

Growing at an impressive compound annual growth rate of 38.7 percent, shipments are forecasted to reach 770 million units in 2014.  With adoption of GPS technology starting in the smartphone segment, where it’s now essentially a standard feature on all new models, it’s anticipated that GPS will see heavy inclusion in new low-cost smartphones and “feature phones” about to enter the market as well.

Significantly impacting the growth of GPS-enabled devices will be the accuracy improvements coming down the pipes in the very near future.  While GPS is accurate outdoors with a clear view of the sky, there continues to be limitations indoors and in areas with geographic limitations.

The report from Berg Insight suggest many improvements to location-accuracy are in the works, including use of a Russian positioning satellite to compliment existing technology, as well as new developments in hybrid positioning technologies that take into account signal measurements from multiple satellite systems, cellular networks and Wi-Fi, together with data from various forms of sensors such as accelerometers, gyroscopes and altimeters.

“Chipset developers and handset vendors are already working on next-generation location technologies that will address the limitations of GPS when using handsets in urban canyons and indoors”, said André Malm, Senior Analyst, Berg Insight. “Multi-mode receivers that also support the Russian GLONASS satellite system will appear in handsets in 2011. By combining the two systems, more visible satellites will increase the chance to receive sufficiently strong signals to get a fix in more locations”

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In a new report titled “Mobile Location Based Services: Applications, Forecasts & Opportunities 2009-2014,” Juniper Research suggests revenue from location-based services (LBS) are expected to surge to $12.7bn in 2012.

Attributed to a combination of Smartphone proliferation, a surge in app store launches, and new developments in hybrid positioning technologies, LBS and location-based advertising are expected to become a major aspect in the mobile ecosystem, with nearly every mobile player integrating location into their services in one way or another.

The report suggests that while mobile LBS saw a number of false dawns over the 2000-2007 period, improvements in handset user interfaces, together with easier consumer access to an array of app distribution channels, has led to greater interest from service providers in providing LBS applications.  Another key growth indicator is the advancement in mobile broadband capabilities and consumer comfortability with mobile Web usage.

The key to continued growth, the report suggests, will be finding ways to integrate LBS into feature phones- getting away from the present smartphone-focused LBS ecosystem.  In addition, finding ways to limit the constraints of privacy and user-information security concerns will be vital for its future.  Interestingly, service usage is expected to be highest in Far East & China over the next five years, with the greatest revenues coming from Western Europe.

It’s an interesting read, while there’s no doubt extraordinary growth when it comes to location, it’s still interesting to see what’s holding things back, and what areas of the industry are seeing the most growth and consumer adoption.  One thing’s for sure, location will remain the buzzword in the mobile realm for a long time to come.

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It’s that time of the month again, Millennial Media has released its Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T) for February 2010, outlining growth in the mobile Web with an emphasis on mobile fundraising and its audience’s demographics.

First, some context; Nielsen reports the US mobile Web grew by 4 percent in January, from 67M to 69.6M users, while Millennial Media’s US unique audience reach increased by 6.88 percent in January, from 54.3M to 58.1M unique users month over month, representing an 83 percent reach of the mobile Web.  Nielsen’s top 25 sites include 11 from Millennial Media’s network.

In terms of mobile calls-to-action, Millennial reports “Application Download” and “Place Call” represented the top two in February, with 31 percent and 29 percent of total calls-to-action respectively.  In addition, the network has identified “Subscribe Purchase,” “M-Commerce” and “Store Locator” as campaign actions that offer the most mobile-specific benefit to advertisers, such as location-based advertising (LBA) to drive consumers to local stores.  Interestingly, “Site Search” and “Social Media” came in last in terms of call-to-action use.

Smartphones continue to grow in usage, with a 2 percent growth in US impression share in February to 61 percent of total impressions on Millennial’s network.  Feature phones, however, continue to decline, with a 2 percent drop to 39 percent of total network impressions.

Apple’s OS continues to dominate in the US smartphone OS mix, representing 72 percent of total impressions, while RIM comes in at a distant second with 13 percent.  Android remains small at just 3 percent, however Android impressions experienced the largest month over month increase, with a 25.3 percent change.

Read the rest

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A new study published by Chetan Sharma consulting on behalf of GetJar indicates that mobile app downloads will soar to 50 billion by 2012, up from 7 billion in 2009.  In addition, the global mobile application economy is estimated to be worth $17.5bn in 2012, more than CD sales, which it predicts will be $13.83bn.

The study predicts a surge in advertising-supported mobile apps as a means for monetization, with Google’s Android platform leading the pack for the foreseeable future.  Today, advertising-based revenue accounts for about 12% of app revenue, but by 2012 this figure is expected to rise to 28%.

The average selling price for mobile apps in 2009 was about $1.90, but the study suggests the during the next three years, this is predicted to decrease by 29% while apps will get cheaper.  However, advertising revenue derived from apps is likely to stay relatively flat.

By 2012, “offdeck” apps, which are offered independently from a carrier, is predicted to be the largest revenue generator, accounting for almost 50% of all app revenue.  By comparison, in 2009, apps available from mobile operators still accounted for more than 60% of all app revenue, but this will fall to just under 23% by 2012.

The study theorizes the market will continue to grow exponentially as mobile devices become as powerful as computers, and wireless networks deliver consistently higher bandwidths. “With the consumer appetite for mobile apps rocketing, the opportunities for developers are huge,” says the CEO and founder of GetJar, Ilja Laurs.

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Staying on top of mobile advertising best practices and methodology, the Mobile Marketing Association (MMA) today published a new whitepaper outlining the use of Rich Media ad-formats and units in mobile advertising campaigns.

The new whitepaper, created with the help of numerous member companies, includes definitions, attributes and examples of Rich Media advertising that are currently being used in the marketplace.  Within the document, the MMA created a definition for “Rich Media Mobile Ad Units,” which are interactive and/or non-interactive ad units displayed on a mobile web page and/or in a mobile application that offers one or more of the following: (i.) inclusion of streaming video content or animated GIF within the ad unit; (ii.) inclusion of sound; or (iii.) a richer interactive feature set than basic mobile click-through, such as user interaction that occurs through input other than a “click” or “tap.”

Though one would believe Rich Media use in mobile-ad campaigns is large, Millennial Media indicates that in the fourth quarter of 2009, an average of only 19% of U.S. mobile advertisers used Rich Media Mobile Ad Units.  While the whitepaper encourages experimentation with the use of Rich Media formats, it’s clear there’s some ambiguity as to how to best use the concept effectively.

In getting a better understanding of guidelines in terms of formatting, the MMA invites companies to share best practices with the MMA’s Mobile Advertising Committee in order to influence future Rich Media Mobile Advertising Guidelines for the industry.  As always, the MMA is at the forefront of organizing and interpreting new technologies and methods associated with mobile marketing and advertising, with the new whitepaper being a perfect example of providing an invaluable resource for marketers.

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As mobile apps across all major platforms continue to flourish, a missing link has been a comprehensive mobile billing solution that works across all of them.  Bango today released a solution to hopefully fill that void with its new in-app billing solution that works seamlessly across Nokia/Symbian, Android, BlackBerry, Windows Mobile and iPhone.

The new solution is completely open, giving developers complete control over the experience from how they charge consumers to pricing and currency, allowing them to sell content, virtual goods and add-ons from within their app, opening up a wide range of commercial opportunities no matter the platform they’re using.

App developers can collect one-time payments or start ongoing subscriptions within their app using operator billing, credit cards or even PayPal.  The goal is to provide consumers a simple and consistent application payment experience on operator networks as well as over Wi-Fi.  The new solution is aimed at developers who would rather have greater control over in-app billing and purchases, rather than relying on app stores to provide the functionality.

A recent study by Bango itself found that 45% of developers plan to monetize their apps directly, outside of app stores, making the case even stronger for an independent third-party solution.  Though Apple and Google will undoubtedly launch their own in-app billing solutions that are tightly integrated with their corresponding app stores, as more and more platform become popular for development, a third-party solution that works across all of them will become more attractive.

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