Mobile navigational services are gradually witnessing uptake across the world with H1 2009 accounting for 28 million subscribers using the service at a growth rate of almost 100% on a yoy comparison.
By 2015 this figure is estimated to reach 160 million at a CAGR of 33.7 % says Uk-based research firm, Breg Insight.
Fueling the demand for such services is the increased availability of GPS-enabled handsets and bundling of navigational applications with mobile terminals as well as mobile service offerings.
Trends from across the globe show that USA and Japan which have higher penetration of GPS enabled handsets have witnessed 3 to 4 % of the subscribers opting for mobile navigational services. In Europe, GPS handsets are gradually replacing Personal Navigation Devices (PNDs).
“Mobile operators and handset vendors are now starting to experience the business opportunity of a growing installed base of GPS handsets and customers trying navigation services”, said André Malm, Senior Analyst, Berg Insight. He adds that since relatively few subscribers need turn-by-turn navigation services on a daily basis, the mobile industry should integrate navigation services with other location-based services to improve the total user experience and ensure that customers continue to subscribe.