Wellingborough, UK - With media attention currently focused on GPS-enabled cellular handsets and PNDs, the potential of emerging vertical markets for GPS and location services are going unnoticed by many.

GPS chips and other location technologies are being included in markets such as laptops, digital cameras and game consoles. Tom Arran, Market Analyst at IMS Research covering these GPS markets, said "GPS is a hot technology at the moment and collectively these markets represent huge potential. The non-cellular GPS market is set to increase over 6 fold. However, GPS is not infallible and its proliferation is bringing indoor performance to the fore."

Each vertical market has its own requirements, technical and cost limitations, services and opportunities. There are now a myriad of ways to implement accurate location technologies, via GPS or otherwise. IMS Research believes that companies will require a variety of different GPS, connectivity and indoor location technology combinations to address these markets effectively.

The British MoD had 68 laptops stolen in 2007, highlighting the increased need for device security. Integrated GPS provides this capability as well as enabling and enhancing a host of new and existing applications on laptops and UMPCs. To illustrate this, Dell and Lenovo have both recently announced GPS-enabled business laptops, utilising a GPS/HSPA combination from Ericsson. Intel"s new anti-theft technology is rumoured to utilise GPS. Furthermore, its partnerships with SiRF and Gypsii illustrate that the potential for LBS and location technologies goes far beyond security.

"Companies that can combine the computing power and connectivity of laptops with the obvious limitations of indoor GPS will see a lot of success. A good example of suitable design is CSR"s software GPS/Bluetooth combo-chip with E-GPS assistance. Of course, OEMs aren"t the only route to market here. Skyhook wireless is seeing increased interest in its Wi-Fi solution from web browsers, with a view to including small location aware plug-ins."

In the camera market, IMS Research has felt for some time that geotagging is set to be the next big trend. Already, online communities like Panoramio are hosting over 2 million photos which have been ‘geotagged". Embedding location technologies on cameras brings a more user friendly version to the masses, driving uptake. Arran added, "I think we will see this eventually being adopted across the whole camera market, from holiday makers to professionals. New compact cameras such as the Nikon P6000 have GPS inbuilt whilst SLR cameras have had external GPS devices since 2006. However, cameras have limited space, size and cost margins, while TTFFs must be almost instantaneous for geotagging. Looking beyond existing GPS designs, innovative approaches from Geotate (software GPS) and Air Semi (dynamic, continuous GPS) are purpose built."

Following the success generated by applying sensor technology to the Wii, some of the latest innovations in the gaming market revolve around location and exercise. This is already evident with GO!Explore on the PSP. Sony and Nintendo are strongly rumoured to be developing location aware gaming for next generation products.

The new report from IMS Research titled "The Worldwide Market for GNSS/GPS Enabled Devices" which is now in its 2nd edition, illustrates the uptake and technology roadmap for 8 key markets, from PNDs and cellular to the emerging markets mentioned above and more. The report will forecast the drivers, inhibitors and uptake of each GPS/location technology for each market, to clearly illustrate how the overall market will evolve. The report will also look at the location services that will instigate widespread GPS/location adoption for each market.