9
Final summary
Final summary
tions worldwide and a 61% penetr
Forecasts indicate that by the end of 2008, there will be four billion subscrip
ation rate. Nevertheless, behind that figure lie
-
t
tries and emerging mark
wo markets with clearly distinct dynamics: mature markets in developed coun-
demand for new subscriptions, users require services with greater qualit
ets. With respect to the former, although there is less
sophistication and are willing to pa
y and
with emerging mark
those currently without a device), the price barrier tr
ets, despite having a greater number of potential users (i.e.
y more in exchange for that. On the flip side,
,
per user
ce being struck between the two mark
. The success of companies in the near future hinges on a proper balan
anslates into lower revenue
ets.
-
Therefore, in mature mark
experience in terms of services and content, as well as the devices themselv
ets operators face the challenge of improving the user
in order to compensate for the stagnation of ARPU and meager amount of new
es,
subscriptions. T
on their w
ket. Their cooper
alled gardens approach and cooper
o take on this new challenge, oper
ation is key for standardizing a mark
ate with other pla
ators are starting to ease up
yers in the mar-
fragmentation in its dynamics and its technology
et that is characterized by
of models will lead operators to an irremediable loss of control o
. That flexibilization or opening
aspects that has prev
ver certain
red by mobile handsets: access to devices and oper
ailed up to now, particularly those related to services offe
ating systems, along with
-
the creation of content and new applications. Nev
adapt to this new situation, they will end up seeing higher rev
ertheless, if they are able to
enues.
The main beneficiaries of the opening of the mark
who will gain access to an
simplified manner
y service from any provider on an
et will be the end consumers,
y device—and in a
manufacturers alik
. As for businesses, content developers, service providers and
consumers. This new ecosystem will attr
e will be able to freely offer their products or services to all
communications industry, but from other sectors as well. Nev
act companies not only from the tele-
......................
Mis notas
still a long way to go before the opening of the market becomes a realit
ertheless, there is
y.
......................
......................
......................
......................
As for devices, it is important to k
......................
tion owns a smartphone or wireless handset capable of accessing adv
eep in mind that a mere 10% of the popula
anced ser
-
......................
......................
vices like the mobile Internet. Which handset models will open the market to the
-
......................
......................
other 90%? Another issue emerging as vital in order for consumers to utilize
......................
......................
......................
tance as a result.
data services is the usability of handsets, which acquire greater relative impor-
......................
......................
............
In that regard, if focus is placed on impro
........................
........................
........... current use of data services, then innovation on services and designing new
ving the disappointing figures on the
.................
......................
billing schemes that allow consumers to control their spending, become essen
....................
.....
..
.
tial for attr
-
......................
ferences location-based services or mobile social networks.
services with high added v
acting them. Inno
alue, such as personaliz
vation should be oriented tow
ed deals, based on their pre
ard offering customers
-
© 2008 Fundación de la Innovación Bankinter. All rights reserved.
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