This deck provides an overview on the 6 players in the location-based services value chain, from a Singapore market context. I look forward to hear from you on how your market differs from this view. cheers, @nelsonwee

1. 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

2. 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
•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.
Many players are looking into being your mobile wallet
•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
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.
Nelson Wee | Mobile Internet Professional | LinkedIn: http://www.linkedin.com/in/nelsonwee | Twitter: @nelsonwee

3. Location-Based Services Value Chain
Location N-screens
Access & Device,
Map Application Based
Advertising Service Tablet,
Data Software Content
Provision PC
& Services
•Enrich POIs •Technology •Ad serving •Turn by Turn Nav •Develop •Partnerships
through partners platform •Check in Mobile with Device,
partnering •Developers providers •Customer review Operators H/W
with Retail provide the sites, UGC feeds data plans manufacturers
and F&B user interface, •Campaign meta •Retail and on out of box
merchants to search, layers, business F&B experience
populate platform rules merchants •Apps /
(device, PC) •Directory search POS Services
support •Daily social deals promotions channel
•Restaurant Booking distribution and
•Social media promotions
analytics
Nelson Wee | Mobile Internet Professional | LinkedIn: http://www.linkedin.com/in/nelsonwee | Twitter: @nelsonwee