Global Indoor Location-based Search and Advertising Market 2016-2020

Overview of the indoor location-based search (LBS) and advertising market

Extensive research carried out by the analysts at Technavio has shown that the global indoor location-based search (LBS) and advertising market will witness impressive growth and post a staggering CAGR of more than 63% over the forecast period. The increasing adoption of local area networks (LANs) and home area networks globally is one of the major factors driving this market’s growth. The availability of high-speed mobile broadband networks and decreasing costs of deployment is leading to the augmented adoption of LAN around the world. Moreover, most business organizations and university campuses are adopting virtual private networks for enhanced data security and providing a seamless connection to their employees and students. The adoption of virtual private networks by business organizations and universities enable them to provide indoor LBS on their premises. Also, most airport authorities in countries like the US and Singapore are using indoor LBS to track and monitor assets used in the airport. The airport authorities also use indoor LBS offer location search, advertising, providing updates on flight position and scheduled flights, and airport floor layout tracking, thereby, offering better customer service.

In terms of geography, the Americas was the highest revenue contributing region during 2015 and will continue to lead the market in the coming years. The majority of smartphone users in the US use Google Maps to get location-based directions and recommendations. Furthermore, the retail sector in the Americas has already witnessed the deployment of a wide range of low-powered beacons. The retailers have been implementing powerful multi-channel experiences to engage customers and boost business sale using smart devices. Beacons not only personalize the customer's shopping experience but also improve their marketing capabilities. They also help in gaining valuable customer intelligence that accelerate sales, which, in turn, will boost the indoor LBS and advertising market over the next four years.

Competitive landscape and key vendors

The global indoor location-based search and advertising market is highly fragmented as it includes several stakeholders such as location providers, location technology developers, digital map providers, platform providers, application developers, navigation providers, mobile operators, proximity marketing providers, and mobile search providers. The market has a high potential for growth due to the presence of many start-ups that are offering innovative solutions. Mobile advertising and location-based gaming have high potential in terms of growth and profitability, thereby, attracting many investors. Of the total consumer and advertiser expenditure on LBS market, approximately 55% comes from the location-based search and advertising market.

Key vendors in this market are -

• Apple
• Foursquare
• Google
• xAd

Other prominent vendors in the market include Accuware, Admoove (HiMedia), Aisle411, Aislelabs, Broadcom, Cartogram, Cisco, Estimote, Facebook, Gimbal, Groupon, Indoo.rs, Insiteo, Jatis Mobile, MazeMap, Micello, Microsoft, Near (Ad Near), Nexage (Verizon), Ping Mobile, Pinmicro, Polaris Wireless, Qualcomm Technologies, Scanbuy, Sensewhere, Shopkick (SK Telecom), Social Retail, Sprooki, Thinknear (TeleNav), Thumbvista, Verve Wireless, Waze (Google), and Yoose.

Segmentation by application and analysis of the indoor location-based search and advertising market  

• Search
• Messaging
• Display

During 2015, the search application segment led the global indoor location-based search and advertising market and will continue to dominate the market during the forecast period. Search application enables advertisers to promote brands and products when users search directly for specific information by providing them with ads and promotions related to the search keyword entered by the customer. Search ads exhibit significant dynamics that improve their effectiveness and return on investment over time, leading to their increased adoption.

Segmentation by technology and analysis of the indoor location-based search and advertising market

• Push
• Pull

The global indoor location-based search and advertising market by push technology accounted for most of the market shares during 2015 and will lead the market until the end of 2020. In the push advertising model, advertising content is automatically delivered to the end user based on some trigger, for instance, a location-based couponing in which a promotional message or coupon can be triggered by the user's device based on the mobile user’s location or proximity to the address or landmark. The primary focus is to inform the customer about the product at the point of purchase. Several companies like Groupon have high investments in push strategy to reach target customers, and this market segment is expected to witness growth during the forecast period.

Key questions answered in the report include

• What will the indoor location-based search and advertising marketsize and the growth rate be in 2020?
• What are the key factors driving the global indoor location-based search and advertising market?
• What are the key indoor location-based search and advertising market trends impacting the growth?
• What are the challenges to market growth?
• Who are the key vendors in the global indoor location-based search and advertising market?
• What are the market opportunities and threats faced by the vendors in the global indoor location-based search and advertising market?
• What are the trending factors influencing the market shares of the Americas, APAC, and EMEA?
• What are the key outcomes of the five forces analysis of the global indoor location-based search and advertising market?