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Ovum believes that today's smartphone, without the need for additional telematics hardware, offers a highly functional platform capable of delivering innovative driver services with significant consumer appeal.


  • The 25–45-year-old age group that drive two hours or more per day is a prime demographic for SDS adoption.

Features and Benefits

  • Assesses and sizes the revenue opportunities for SDS in the US, the UK, Brazil, and Colombia.
  • Identifies the key criteria driving consumers' propensity to purchase smartphone-based driver services.

Key questions answered

  • What is the market opportunity in terms of revenue for SDS in the US, the UK, Brazil and Colombia?
  • What are the key factors that dictate propensity to purchase, and who are the key customer segments for SDS in the US, the UK, Brazil and Colombia?

Table of contents

Recommendation for MNOs

  • MNOs should capitalize on their "right to play"
  • The SDS mix should be driven by the customer base
  • MNOs should also look beyond the customer "sweet spot"

The opportunities enabled through SDS

  • SDS enable the introduction of new, high-value services through existing channels
  • SDS allow MNOs to deliver highly personalized services and marketing
  • SDS offer MNOs multiple new revenue streams

Assessing the market opportunity for SDS

  • Driving time and age are important determinants of consumer interest in SDS
  • Most consumers are unaware of SDS offerings
  • SDS equate to $7bn in revenue opportunities for MNOs
  • Reducing the problems of urban congestion is the key benefit sought by consumers
  • Reducing driving costs is important to younger drivers, while leisure activities are of interest to older age groups
  • SDS will have an increasing impact on customer churn and loyalty over the next 18 months
  • Subscriptions need to be fair, and customers must trust MNOs with their data


  • Research methodology
  • Service descriptions
  • Author

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