摩根大通：全球通讯设备行业研究报告2009年6月

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EMEA Communications
Equipment
Location, location, location: Analyzing Location Based
Services opportunities
EMEA Communications
Equipment
Malvika GuptaAC
(44-20) 7742-0939
malvika.x.gupta@jpmorgan.com
J.P. Morgan Securities Ltd.
Rod Hall, CFA
(44-20) 7325-7437
rod.b.hall@jpmorgan.com
J.P. Morgan Securities Ltd.
US Communications Equipment &
Data Networking
Ehud A. Gelblum, PhD
(1-212) 622-6457
ehud.gelblum@jpmorgan.com
J.P. Morgan Securities Inc.
For Specialist Sales advice, please
contact:
Luke Dyas
(44-20) 7742-8016
luke.j.dyas@jpmorgan.com
See page 80 for analyst certification and important disclosures, including non-US analyst disclosures.
J.P. Morgan does and seeks to do business with companies covered in its research reports. As a result, investors should be aware that the firm may
have a conflict of interest that could affect the objectivity of this report. Investors should consider this report as only a single factor in making their
investment decision. Customers of J.P. Morgan in the United States can receive independent, third-party research on the company or companies
covered in this report, at no cost to them, where such research is available. Customers can access this independent research at
www.morganmarkets.com or can call 1-800-477-0406 toll free to request a copy of this research.
Figure 1: U.S. Internet Advertising by
Pricing Model
% of revenue
41% 47% 57%
42%
48% 39%
0%
20%
40%
60%
80%
100%
2004
2005
2006
2007
2008
Performance CPM Hy brid
Source: Interactive Advertising Bureau,
PricewaterhouseCoopers
This report analyses navigation and location based services (LBS) with a
focus on location based advertising (LBA) as we believe it represents the
most tangible revenue opportunity. We estimate that the LBA model will
generate $18bn in revenue in 2015 globally. Nokia is well positioned in
the LBA market as a result of direct customer relationships but we
conclude that partnerships with yellow pages companies are required for
additional revenue share. Our work suggests that direct revenue
opportunities from other location oriented services are small.
?Location based services at a tipping point: The convergence of GPS and
mobile data on even

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关键词：行业研究报告 研究报告 通讯设备 摩根大通 行业研究 研究报告 通讯设备 摩根大通 advice 行业

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