GPS: A Path to New Applications on Mobile Devices

This report analyzes how GPS technology drives innovative, location-based content development and navigation services. Besides highlighting the technology development and market trends for the major portable navigation platforms, this report analyzes the adoption of GPS-enabled value-added content and services among hardware manufacturers, service operators, and consumers.

“GPS technology is ready to shine,” said Harry Wang, Senior Analyst with Parks Associates. “Device makers, application developers, and operators are looking beyond the basic GPS routing function to innovative, location-based content and services. The next few years will see a steady flow of value-added content and services coming to market, and business model development will be the key challenge for vendors to figure out.”

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The Bottom Line

1.0   Notes on Methodology

1.1 Consumer Data

1.2 Definitions

1.3 Scope of Report

2.0   GPS-enabled Portable Platforms: A Market Overview

2.1 Personal Navigation Device (PND)

2.2 Navigation-capable Mobile Phones & Smartphones

2.3 Personal Digital Assistant (PDA) and Others

2.4 The Navigation Market Value Chain

3.0   Key Technology Analysis

3.1 GPS Receiver Chipsets and Processor Designs

3.2 Map Content

3.3 Application Software

3.4 Connectivity Technologies

4.0   GPS-enabled Navigation Services

4.1 Live-Traffic Update

4.2 Local Search

4.3 Other Location-based Content and Navigation Services

5.0   Navigation Market Challenges, Opportunities and Business Models

5.1 Opportunities for Hardware Manufacturers

5.2 Opportunities for Software and Application Developers

5.3 Opportunities for Carriers and Navigation Service Providers

6.0   Market Forecasts

Resource Book

Section I: Consumer Data: Market Adoption and Interest

Section II: Company Profiles—GPS Device Manufacturers


Garmin Ltd.

Lowrance Electronics, Inc.

Magellan Navigation, Inc.

Mio Technology/Navman

Navigon Inc.

Pharos Science & Applications, Inc.


Section III: Company Profiles—GPS Software, Chipset, and Map Data Providers

Broadcom/Global Locate

Destinator Technologies

Jentro Technologies


Navicore Technology/Wayfinder Systems AB

Networks in Motion


SiRF Technology Holdings, Inc.

Tele Atlas


Telmap Ltd.


The Bottom Line

Garmin ’s PND Unit Sales Growth and ASP Trends (2005-2007)
TomTom’s PND Unit Sales Growth and ASP Trends (2005-2007)
Major PND Brands and Their Marketing Strategies
Mobile Navigation Enablers and Services
Sales of Standalone PDAs Vs. Smartphones at Palm, Inc.
Navigation Market Ecosystem
Navigation Ecosystem Players and Their Roles
Navigation Market Value Chain Consolidation
GPS Receiver Technology Vendors
GPS Technology Trends
Map Content Providers
Examples of Navigation Software Applications and Developers
Connected PNDs: Adding New Capabilities
Live Traffic Data and Service Providers
Mobile Carriers’ Location-based Local Search Services
Web-based Local Search: Yahoo Local and Google Mobile Map
Evolution of Features and Applications for Navigation Market
Forecast of GPS-enabled Mobile Devices (2007-2012): Figure
Forecast of GPS-enabled Mobile Devices (2007-2012): Table
Global PND Market Forecast (2007-2012)
Forecast of Mobile GPS User and Carrier Revenues

Resource Book

GPS Device Penetration among Online Population
Trigger for Purchase Consideration of Handheld GPS Device
Trigger for Actual Shopping of Handheld GPS Device
Trigger for Actual Purchase of Handheld GPS Device
Influential Factors for Handheld GPS Device Purchase
U.S. Handheld GPS Device Owner Profile: Gender
U.S. Handheld GPS Device Owner Profile: Age
U.S. Handheld GPS Device Owner Profile: Annual Household Income
U.S. Handheld GPS Device Owner Profile: Education Level
U.S. Handheld GPS Device Owner Profile: Marital Status
Interest in Mobile Applications
Factors Influencing Mobile Phone Purchase
Interest in Paid Mobile Application Services

Publish Date: 2Q 2008

Pages: 96

Authored By:
Harry Wang - Senior Director of Research

Executive Editor: Tricia Parks
Published by Parks Associates

© May 2008 Parks Associates
Dallas, Texas 75230

All rights reserved.  No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher.

Printed in the United States of America. 

Parks Associates has made every reasonable effort to ensure that all information in this report is correct.  We assume no responsibility for any inadvertent errors.

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