Understanding the mobile technology market
most a decade later
non, with everything that entails. Estimates suggest that 85% of the next billion
, it will enable them to participate in the Internet phenome-
subscribers will come from emerging countries
2
.
This dichotom
businesses, and their success in the near future will be based on achieving the
y between developed and emerging markets is a challenge for
right balance in terms of focusing on both. The demand for new subscriptions is
lower in the mature mark
sophisticated services, for which consumers are willing to pa
ets, but there is a demand for higher qualit
y a higher price.
y and more
Mean
tential users (those who do not ha
while, in the emerging markets, although there is a greater number of po-
that the profit per user will be lower
ve a specific device), the price barrier means
.
In order to adapt to this new context, oper
closed models (walled gardens)
ators are starting to open up their
tor and providing a response to the new demands of consumers, and thereb
in hopes of encouraging innovation in the sec
y
-
compensate for the declining income from their more tr
sic aspects of customer service, and therefore creates opportunities for new
services. This is leading to an irretrievable loss in terms of their
aditional v
control
oice and SMS
over ba-
business models and methods of cooper
other sectors.
ation that are attracting companies from
Walled garden
control the user
is a term referring to the wireless environment in which operators
is limited to specific areas or material. Although access to other areas is not limited,
’s access to Internet content or services, so that the user’s browsing
access to that en
their portal and apply premium r
vironment is made more difficult. The oper
ates for browsing outside it.
ators offer content from
All this supposes that the mobile mark
are sure to tr
them the “remote control for their liv
ansform the way consumers use their mobile devices, to mak
et is undergoing profound changes that
es.” When this happens, major business op
e
portunities will emerge for companies that can pro
mensions—mobilit
vide services with three di
-
-
the need to use them and become willing to pa
y, the Internet and communication—
y for them.
and make consumers feel
3.2. Some revealing figures on the demand for wireless
2
services
Markets Are Shaping the Mobile
The Next Billion: How Emerging
October 2007.
Industry. Pyramid Research. In order to understand the importance that mobile solutions ha
3
modern societ
Union.
International Telecommunications number of mobile subscribers worldwide reached four billion, which representa a
y, it is useful to analyze the high penetration figures. This y
ve acquired in
ear, the
http://www
es.aspx.
.itu.int/net/home/index-
61% penetr
Union
3
.
ation rate, according to the International Telecommunications
© 2008 Fundación de la Innovación Bankinter. All rights reserved.
21
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