JupiterResearch Finds Emerging Opportunity for Location-Based Mobile Services
Written by JupiterResearch
Monday, 06 August 2007
NEW YORK-- JupiterResearch, a leading authority on the impact of the
Internet and emerging consumer technologies on business, has found an
emerging opportunity for tracking applications among two distinct
segments of mobile phone users.
Outlined in a new report “Location-Based Services: Where Are You?,” 42
percent of parents with children under age 13 are especially interested
and willing to pay for services that allow them to track their child’s
location. And 26 percent of cell phone owners between the ages of 18 to
24 want mobile social networking applications based on their friends’
locations.
In contrast, use of available mobile applications to aid in more
traditional navigation remains low, with less than three percent of
cell phone users reporting routine use of maps or turn-by-turn
directions in their travels.
“Regardless of the fact that a small number of children under the age
of 13 actually have mobile phones, the number of parents who are
willing to pay for tracking services is significant,” explained Julie
Ask, Vice President and Research Director at JupiterResearch. “It
provides a prime opportunity for mobile service providers to perfect
the service, prompting parents to add their children to existing
plans.”
The report finds that over time consumers are becoming increasingly
aware of and interested in more sophisticated mobile services. Carriers
should support this trend with ongoing education to enable them to
capitalize on the opportunity to sell such services to a growing base
of consumers.
“There is a clear opportunity for carriers to take advantage of their
unique access to user location information as the basis for new
services and revenue streams,” said David Schatsky, President of
JupiterResearch. ”Consumer behavior suggests that they will go where
they can find the best and most complete service. Carriers should
evolve beyond what they have traditionally had to offer and create the
scenario where they are viewed as a one-stop shop.”
The complete findings of this report are immediately available to
JupiterResearch clients online at www.jupiterresearch.com. For details
on JupiterResearch's methodology, visit
www.jupiterresearch.com/bin/item.pl/methodology or email
to request a detailed methodology statement.
For additional information on this report or JupiterResearch's Wireless
research service, visit www.jupiterresearch.com or contact Kieran
Kelly, Senior Vice President of Global Sales and Client Service, at
1-800-481-1212 or
About JupiterResearch
JupiterResearch provides unbiased research, analysis and advice, backed
by proprietary data, to help companies profit from the impact of the
Internet and emerging consumer technologies on their business. The
company helps online businesses make critical decisions about
technology selection, spending, staffing, and Web site effectiveness;
advises consumer-facing companies with online advertising, marketing,
and customer service strategies to understand, attract, convert and
retain customers; and guides technology vendors and service providers
on market opportunity, positioning, product definition, and pricing.
JupiterResearch is headquartered in New York City and has offices
throughout the US and Europe. For more information, visit
www.jupiterresearch.com.
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