This is the 2024 edition of the chaos map, focusing on companies engaged in location information business and marketing in Japan.

●Characteristic 1: Advances in co-creation and collaboration have transformed the industry structure into a value chain of data collection → analysis → utilization

Companies that handle location information in various ways are increasingly collaborating with each other. [i1] For example, there are a wide variety of combinations, such as cases where major data providers collaborate to complement each other's data, or collaboration between data providers and companies that specialize in data analysis and visualization. These collaborations have expanded the amount of data and promoted its use in a wide range of industries, creating a value chain for collecting, analyzing, and utilizing data. Furthermore, as collaborations progress, the strengths of each company are becoming clearer, and the division of roles within the value chain has progressed.

●Feature 2: Increase and differentiation of member companies in the IoT and indoor positioning fields

While the acquisition of location information using smartphones has progressed considerably, technological development and needs for grasping detailed indoor location information have progressed, and the number of companies with IoT devices and indoor positioning technology has increased. In particular, in addition to companies that collect location information of consumers, mainly for digital marketing purposes, there has been a rapid increase in businesses that respond to old and new uses, such as equipment management in factories and employee location information in offices.

●Feature 3: Standardization of location information usage in GX is progressing

With the availability of high-frequency, high-sample pedestrian flow data, there are high expectations for analysis of transportation methods in addition to the traditional classification of movement/stay. In the field of urban development, "walkable" is a major trend, and analysis by transportation method such as automobile, pedestrian, bicycle, or public transportation [i2] users will make location information data more useful for many businesses. Each company has developed technology for transportation analysis by speed, route map, and road comparison, and standardization has progressed in the industry. As a result, new efforts have begun in the GX field, such as aiming to create an index for CO2 emission reduction from location information.

●Characteristic 4: The rise of companies supporting location privacy and PIA

Location information is highly private, so data governance is required in every process from data acquisition to analysis and utilization. However, as many location-related companies enter the market, it is becoming more difficult for each company to establish governance on their own. As a result, companies that support data governance that goes beyond location information and the creation of mechanisms for protecting personal data are emerging, contributing to the healthy development of the industry.