Mobile Location-Based Service Marketing Analysis

Accompanying the fast development of Mobile Value-Added Service (MVAS) these years, Location Value-Added Service is becoming an important new lucrative business for mobile service carriers, among which the Location-Based Service (LBS) attracts more attention. As a wireless value-added service and a good example for the public application of GIS (Geographic Information System), LBS has a well market foreground and development prospect. It gets user's location information by a special technique and sends it to user, communication system or other institution or personal who ask for it to provide personalization services. LBS can be applied to the following fields: charging flexibly according to mobile location; being used in intelligent traffic system, serving navigation system; improving user's security and enhance the performance of cell system. In addition, LBS can provide entertainment information, traffic report, map and guide, target ad, interactive games, vehicle tracing, remote information processing.The paper focuses on the analysis of LBS present market, LBS industrial chain, LBS users, LBS marketing modes and the development of mobile service carriers and providers. The analysis is based on the application of principles of the management and takes into account related market data and reports. The suggestion for future development of LBS is given through above analysis.