Analysis And Research Of LBS (Location Based Service)

Location Based Service (LBS), including emergency assistance, tracking services, navigation, city maps, Location based content broadcasting, mobile Yellow Pages and so on. The first set foot in this business is 911 emergency, initiated by FCC. Then NTT DoCoMo provided location based services in the second half of 2001. KTF, one of South Korean telecommunication operator, provided location based services in national territory on January 1, 2002.In China, the two major mobile communication operators had constructed mobile positioning network, and began to provide Location based services. China Unicom provided a series of LBS based on GPSone high-precision positioning network. China Mobile has launched a mobile phone maps and other related services.This paper does research and analysis of LBS on the background of its development. First, in the opening chapter, a large number of LBS definitions are collected and then given its own definition of LBS. The second part of the paper introduces current network positioning technology, and their respective advantages and disadvantages. The third part introduces LBS situations of United States, Japan and South Korea as well as Chinese two major operators. The fourth part is market positioning and business strategy analysis of LBS. By using PEST analysis and positioning theory, the paper gives its position in the market; and in the field of marketing strategy, This paper presents the development of new services, integration of the production chain, adopt a new channel strategy to promote LBS development.The paper gives a precise definition of mobile LBS, and introduces new services instituted by combination of new technology and LBS. In marketing strategy, gives brand-new industry value chain of LBS, and gives new bundled sales strategy of mobile phone and LBS.