中國LBS快速成長,運(yùn)營商面臨挑戰(zhàn)[圖]
發(fā)布時間:2008/10/26 來源:《GPS Business News》 翻譯:Unistrong市場部 閱讀:29277
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  中國市場調(diào)研機(jī)構(gòu)-CCID(賽迪顧問)上周發(fā)布數(shù)據(jù)稱,中國移動位置服務(wù)(LBS)進(jìn)入了快速成長期,盡管如此,無線運(yùn)營商想要保持自己的市場份額,也是要受到手機(jī)制造商的挑戰(zhàn)的。

  CCID統(tǒng)計(jì)結(jié)果顯示, LBS市場份額在2008年上半年已經(jīng)達(dá)到4850萬元人民幣(約合710萬美元),這里的LBS是指“運(yùn)營商通過SMS、WAP及其它方式,向手機(jī)用戶提供的位置、導(dǎo)航或其它類型的增值服務(wù)”。CCID估算整體2008年,LBS市場總體份額將在10億元人民幣左右(約合1.46億美元)。CCID同時預(yù)測,LBS市場將隨著3G用戶和服務(wù)商的發(fā)展日益快速增長,在2012年,LBS市場份額有望達(dá)到38億人民幣(約合5.6億美元)。


LBS市場份額,數(shù)據(jù)來源自CCID,單位:人民幣元

地圖、軟件、無線運(yùn)營商

  CCID報告指出,到目前為止,地圖、軟件和無線供應(yīng)商仍是中國LBS產(chǎn)業(yè)的三個重要組成。四維圖新、高德、易圖通、靈圖和瑞圖萬方占據(jù)了地圖市場的領(lǐng)先地位。在位置服務(wù)軟件領(lǐng)域,外資公司大舉侵襲。來自日本的Aisin和Denso的導(dǎo)航軟件被廣泛的應(yīng)用于四維圖新和高德的位置服務(wù)方案中,本土企業(yè)相對起步較晚,但也得到了相當(dāng)大的市場份額。

  值得一提的是,LBS早已成為運(yùn)營商關(guān)注的焦點(diǎn)。2001年,中國移動基于“移動夢網(wǎng)”,發(fā)布了其首個位置服務(wù)。2003年,借助于CDMA網(wǎng)絡(luò)優(yōu)勢,中國聯(lián)通也啟動了位置服務(wù)。2008年上半年,中國移動憑借其龐大的用戶群體,占領(lǐng)了位置服務(wù)市場超出60%的市場份額,而中國聯(lián)通則依靠CDMA拿走了30%的份額。


中國LBS市場中,無線運(yùn)營商市場份額占比。數(shù)據(jù)來源于CCID

  CCID認(rèn)為LBS將成為‘在即將到來的3G時代中,最受歡迎的3G服務(wù)之一’。‘手機(jī)地圖、手機(jī)導(dǎo)航、手機(jī)支付和手機(jī)搜索’將被列入中國移動通信商的主要增值服務(wù)。但是,尚未成熟的消費(fèi)認(rèn)知意味著仍將有大量的市場需要去開發(fā),例如移動地圖和導(dǎo)航服務(wù),將成為運(yùn)營商們新的增長點(diǎn)。

  CCID評價,中國聯(lián)通建立在CDMA網(wǎng)絡(luò)之上的LBS業(yè)務(wù)已經(jīng)取得了巨大的成功,在中國電信收購中國聯(lián)通的CDMA業(yè)務(wù)之后,基于CDMA的LBS業(yè)務(wù)更將取得進(jìn)一步的發(fā)展。CCID預(yù)測,“SMS與WAP仍將是兩種主要的LBS服務(wù)方法。然而,3G時代強(qiáng)大的網(wǎng)絡(luò)能力,決定了SMS將被MMS、WAP、JAVA、BREW以及其它方式所取代”。

作為價值鏈上的主要參預(yù)競爭者,無線運(yùn)營商遭遇挑戰(zhàn)

  CCID認(rèn)為,在提供位置信息服務(wù)方面,運(yùn)營商們會很快受到手機(jī)制造商的挑戰(zhàn)。Nokia-Ovi服務(wù)的推出,iPhone手機(jī)的流行和Android操作平臺都預(yù)示了這種趨勢。“帶GPS功能的手機(jī)將威脅到由無線運(yùn)營商所提供的LBS服務(wù)的發(fā)展”,CCID稱,“手機(jī)制造商可以預(yù)裝地圖和導(dǎo)航軟件來提供位置服務(wù),而用戶在購買帶GPS功能手機(jī)的1-2年內(nèi),能夠免費(fèi)獲得移動位置服務(wù)。在不久的將來,運(yùn)營商在LBS產(chǎn)業(yè)鏈中的核心地位可能就會發(fā)生改變”。

原文
Chinese LBS to grow rapidly, but carriers are challenged

In a report published last week, Chinese market research firm CCID Consulting said the Chinese mobile location-based services(LBS) industry is to enter a rapid growth period despite the fact wireless operators will be challenged by handset manufacturers to retain their share of revenue on this market.
 
CCID Consulting statistics show that the market size of LBS reached CNY 485 million ($71 million) in the first half of 2008, LBS being defined as “value added services that are provided by operators to provide location, navigation, and other services to mobile phone users through SMS, WAP, and other methods”. CCID estimates that, for the entire year 2008, LBS revenue will be around CNY 1 billion (S146 million). CCID Consulting forecasts that LBS will achieve rapid growth as 3G users and services develop; in 2012, the LBS market revenue is expected to reach CNY 3.8 billion ($560 million).


LBS market value in million Chinese Yuan (1 CNY = 0.14 USD) - source CCID (click to enlarge)

Maps, software, wireless operators
So far the three most important roles in the Chinese LBS industry are map providers, software providers, and operators. Navinfo, Autonavi, Emapgo, Liingtu, and Ritu have taken the leading positions in the map market. In the location service software field, overseas companies have made large inroads. Navigation software from Aisin and Denso from Japan are widely used in location service solutions of Navinfo and Autonavi. Local companies such as Zdor, Yaxon Network, and others have also gained considerable market share despite starting relatively late, said CCID.

also noticed that LBS have been in the focus of operators for a long time. In 2001, China Mobile launched its first location services based on Monternet (Mobile Internet). In 2003, basing on advantages of its CDMA network, China Unicom also started LBS services. In the first half of 2008, China Mobile occupied a market share of more than 60% of all LBS services due to its large number of users. China Unicom took 30% based on CDMA-ba