Mobile LBS on its own has limited competitive advantages, and thus ultimately it is a tool for the juggernauts to further enhance their pre-existing services and business models. Mobile LBS technologies in itself are readily available in the form of APIs and SDKs, and have no differentiating value on their own. In order to make the mobile LBS attractive, various other elements need to be added. Analysts have published a report presenting the evolution of Mobile LBS which has now expanded from traditional maps and navigation services to social networking in the form of check-ins. The report provides detailed information about: the market structure, data and forecasts 2010-2017, competition structure and market trends.