LBS Market in Africa 2016-2020

  • Published: Jun 2016
  • Pages: 64
  • SKU: IRTNTR9048

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This market research report presents a detailed segmentation of the LBS market in Africa by technology (indoor and outdoor LBS). It provides a comprehensive analysis of the key market trends, drivers, and challenges that influence the market growth. The leading vendors in this market are Foursquare, Google, MTN, HERE, and TomTom.

Outlook of the location-based services (LBS) market in Africa

Technavio’s market research analyst predicts the LBS market in Africa to grow at a high CAGR of more than 49% by 2020. One of the primary drivers for this market is the rise in demand for personal and enterprise navigation services. These services generate high revenues for the market primarily through fees for map updates and advertisements. These services also include voice-enabled in-car and pedestrian navigation services, which contribute to the market revenue. Moreover, the rise in internet penetration has boosted the adoption of smartphones in workforce management services for tracking the movement of goods through real-time sensors.

According to this market research study, an interesting trend gaining momentum in the market is the growing popularity of proximity-based mobile advertising among enterprises. Proximity-based solutions send relevant offers and information to individuals and allow companies track data related to people at different venues and locations. These solutions also help companies discover typical traffic patterns to understand and analyze consumer buying behavior. The growing trend of personalized shopping experience to customers has boosted the need for location data and behavioral insights, which will impel the prospects for growth in this market until the end of 2020.

Segmentation by technology and analysis of the LBS market in Africa

  • Indoor LBS
  • Outdoor LBS

Indoor LBS is the fastest-growing segment of this market and is expected to grow at an impressive CAGR of 57% by 2020. Indoor LBS analytics helps retailers track the buying patterns of customers and offer customized services and specific discounts or coupons, which in turn helps increase sales revenue. Factors such as increasing Internet penetration and the growing popularity of social networking will propel this market segment’s growth over the forecast period.

Competitive landscape and key vendors

Telecom operators are developing new ways to promote LBS among target customers in countries, including Nigeria, South Africa, and Kenya. The key providers in the region are offering distinguishing services such as mobile banking and mobile entertainment to gain a competitive edge in the market. The market is witnessing collaboration between mobile operators and application providers, which are focusing on providing enterprise LBS such as asset tracking, mobile advertising, and card payments.

Key vendors in this market are -

  • Foursquare
  • Google
  • MTN
  • HERE
  • TomTom

Other prominent vendors in this market include Airtel Africa, Asset Telematics, Astrata Group, Cellfind (Blue Label Telecoms), Ericsson, Intertel, LocateIT, Momo, MySidekick, mySOS, Ruckus Wireless, StarTrack, TeleCommunication Systems, Telenity, VigilM, Vodacom, and WestconGroup.

Key questions answered in the report include

  • What will the market size and the growth rate be in 2020?
  • What are the key factors driving the LBS market in Africa?
  • What are the key market trends impacting the growth of the LBS market in Africa?
  • What are the challenges to market growth?
  • Who are the key vendors in the LBS market in Africa?
  • What are the market opportunities and threats faced by the vendors in the LBS market in Africa?
  • Trending factors influencing the regional market shares of Africa.
  • What are the key outcomes of the five forces analysis of the LBS market in Africa?

Technavio also offers customization on reports based on specific client requirement.

Related reports:

Location-based services, or LBS, provide real-time information services that can be accessed with the help of mobile devices through a mobile network by utilizing the location of the device. LBS services also include mobile commerce when taking the form of coupons or advertising directed at customers based on their current location. LBS are expected to disrupt South Africa's mobile market in the coming years, with more than half of consumers expressing interest in using these services.

The region-based report, LBS Market in Africa, is part of Technavio’s ICT research portfolio. This portfolio provides a comprehensive market analysis along with the market share, market sizing, and market segmentations covering areas such as automatic identification system, cloud computing, data center, enterprise application, IT security, ITO and BPO, and product lifecycle management. These market research reports provide a perspective on the various market opportunities and market threats along with the key trends that would influence the market growth during the forecast period. It presents insights into the changing competitive landscape and a detailed profiling and market analysis of the vendors. Also covered in the research are the key regions or countries that would have an impact on the market during the assessment years.

Table of Content

PART 01: Executive summary

  • Highlights

PART 02: Scope of the report

  • Market overview
  • Top-vendor offerings

PART 03: Market research methodology

  • Research methodology
  • Economic indicators

PART 04: Introduction

  • Key market highlights

PART 05: Market landscape

  • Market overview
  • Market size and forecast
  • Five forces analysis

PART 06: Market segmentation by technology

  • Market size and forecast

PART 07: Outdoor LBS market segmentation by application

  • Market size and forecast

PART 08: Market drivers

PART 09: Impact of drivers

PART 10: Market challenges

PART 11: Impact of drivers and challenges

PART 12: Market trends

PART 13: Vendor landscape

  • Competitive scenario

PART 14: Key vendor analysis

  • Other prominent vendors

PART 15: Appendix

  • List of abbreviations

PART 16: Explore Technavio

List of Exhibits

Exhibit 01: Product and service offerings

Exhibit 02: Percentage of households with Internet access

Exhibit 03: Percentage of individuals using Internet

Exhibit 04: Mobile broadband subscriptions

Exhibit 05: Major mobile features used in Africa

Exhibit 06: LBS value chain

Exhibit 07: Benefits of LBS

Exhibit 08: LBA value chain

Exhibit 09: Benefits of location data with respect to mobile marketing and advertising

Exhibit 10: LBS market in Africa 2015-2020 ($ millions)

Exhibit 11: Five forces analysis

Exhibit 12: LBS market in Africa by technology 2015-2020 ($ millions)

Exhibit 13: Indoor LBS market in Africa 2015-2020 ($ millions)

Exhibit 14: Outdoor LBS market in Africa 2015-2020 ($ millions)

Exhibit 15: Outdoor LBS market segmentation by application 2015-2020 ($ millions)

Exhibit 16: LBS market in Africa by location-based search and advertising 2015-2020 ($ millions)

Exhibit 17: LBS market in Africa by location-based tracking 2015-2020 ($ millions)

Exhibit 18: LBS market in Africa by location-based navigation 2015-2020 ($ millions)

Exhibit 19: LBS market in Africa by location-based infotainment 2015-2020 ($ millions)

Exhibit 20: LBS market in Africa by analytics 2015-2020 ($ millions)

Exhibit 21: LBS market in Africa by location-based games and augmented reality 2015-2020 ($ millions)

Exhibit 22: Impact of drivers

Exhibit 23: Impact of drivers and challenges

Exhibit 24: Google: Geographical segmentation by revenue 2014

Exhibit 25: MTN Group: Business segmentation by revenue 2014

Exhibit 26: TomTom: Business segmentation

Research Framework

Technavio presents a detailed picture of the market by way of study, synthesis, and summation of data from multiple sources. The analysts have presented the various facets of the market with a particular focus on identifying the key industry influencers. The data thus presented is comprehensive, reliable, and the result of extensive research, both primary and secondary.


Primary sources

  • Manufacturers and suppliers
  • Channel partners
  • Industry experts
  • Strategic decision makers

Secondary sources

  • Industry journals and periodicals
  • Government data
  • Financial reports of key industry players
  • Historical data
  • Press releases


Data Synthesis

  • Collation of data
  • Estimation of key figures
  • Analysis of derived insights

Data Validation

  • Triangulation with data models
  • Reference against proprietary databases
  • Corroboration with industry experts



  • Market drivers
  • Market challenges
  • Market trends
  • Five forces analysis


  • Market size and forecast
  • Market segmentation
  • Geographical insights
  • Competitive landscape
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