LOCATION-BASED SERVICES

MARKET TRENDS

PLAYERS IN THE VALUE CHAIN

Nelson Wee, Mobile Internet Professional

Linkedin Profile: http://www.linkedin.com/in/nelsonwee

Engage me in Twitter: @nelsonwee

Key Market Growth Trends in Location-based Services

Location Based Apps & check-in features are garnering interest in mobiles

•Twitter, Foursquare, Gowalla and Facebook “Places” where consumers are sharing to show-off their

“Fab life”

•Other examples: Shopkick, Foodspotting

•Mainstream: amongst 20 to 34 year olds where privacy less of a concern

•Secondary target group: 35 to 44 year olds, though this group has higher spending power.

•Emotional drivers: Gamification, social leaderboards are used to engage consumers.

•Rational drivers: Price comparisons through daily deals, bar-code reading of prices.

Group buys through Social Sharing and Mobile coupons, local deals are growing

•Facebook credits – for virtual and also physical goods?

•Paypal account to order your takeaways?

•Operator billing for lower price tiered goods?

•Retail POS: Visa Paywave contactless payment, MasterCard PayPass – Tap & Go

•Players include Groupon are expanding into Asia through acquisitions.

•Local players like Chlkboard and deal.com.sg are growing mind share, market share with advertisers.

Singapore shows strong growth in mobile subscribers and VAS

•IDC forecasts that the number of Singapore mobile subscribers will increase at a 3.9% CAGR to reach

8.3 million by 2014, pushing the penetration rate from 140% in 2009 to 163% by 2014

•Much of the growth is expected to come from the take-up of non-voice services and prepaid

subscriptions and the proliferation of multi-SIM cards.

Many players are looking into being your mobile wallet

Nelson Wee | Mobile Internet Professional | LinkedIn: http://www.linkedin.com/in/nelsonwee | Twitter: @nelsonwee

•Enrich POIs

through

partnering

with Retail

and F&B

merchants to

populate

•Technology

partners

•Developers

provide the

user interface,

search,

platform

(device, PC)

support

•Ad serving

platform

providers

•Turn by Turn Nav

•Check in

•Customer review

sites, UGC feeds

•Campaign meta

layers, business

rules

•Directory search

•Daily social deals

•Restaurant Booking

•Social media

analytics

•Develop

Mobile

Operators

data plans

•Retail and

F&B

merchants

POS

promotions

•Partnerships

with Device,

H/W

manufacturers

on out of box

experience

•Apps /

Services

channel

distribution and

promotions

Location-Based Services Value Chain

Location Based Content & Services

Advertising Map Data

Access & Service Provision

N-screens Device, Tablet, PC

Application Software

Nelson Wee | Mobile Internet Professional | LinkedIn: http://www.linkedin.com/in/nelsonwee | Twitter: @nelsonwee