According the Juniper's Mobile Location Based Services report, revenues from mobile location-based services (MLBS) could top $12 billion within the next four years. A number of trends lead the research company to this conclusion, including new technologies, increasing use of app stores and smartphones, and better handsets and network infrastructure.
Many of those dollars will come from ad revenue. Report co-author Dr Windsor Holden writes, “Location-based applications are extremely interesting for brands and retailers in that they allow those companies to direct consumers to outlets in their vicinity while simultaneously providing information about the products on offer. When these are allied to measures such as mobile coupons and vouchers, you have the combination of information and financial incentive which can be compelling for consumers.”