Up, up, and away. That’s the projection from Strategy Analytics when it comes to the adoption of mobile location-based services (LBS) in emerging markets.
Falling barriers combined with momentum behind indoor LBS and mobile advertising will fuel future growth in mobile LBS.
“Falling price points for GPS enabled handsets coupled with rising mobile data adoption will boost LBS adoption and use,” the report authors note.
Similarly, we’re told that increasing activity around indoor maps and accurate indoor positioning technology via low-energy Bluetooth beacon technology and WiFi will also enable the rise of indoor LBS, including proximity marketing on mobile devices.
The adoption of mobile location based services such as maps and in-car navigation has been widespread in countries with both high smartphone and data plan adoption, and will spread to countries like India and China, where smartphone ownership and data plan adoption is rising fast.
“In addition to the continued adoption of mobile LBS in rising mobile data markets, venue owners and brands are increasingly testing the capabilities of mobile devices to deliver enhanced customer experiences and engagement,” says Nitesh Patel, Director of Wireless Media Strategies at Strategy Analytics.
“We see the increasing activity around indoor location and mobile marketing by brands, retailers, and owners of complex venues as a clear signal that indoor LBS and location-enhanced marketing will drive the next wave of growth in the mobile LBS sector,” Patel adds.