5
A whole world of services in the consumer’s pocket
A whole world of services
in the consumer’s pocket
chases of sophisticated handsets such as smartphones, there has been no simi
Although consumers in developed markets are slowly increasing their pur
-
-
lar increase in the usage of adv
services. The gradual decline in profits obtained from v
anced services, those going beyond voice or SMS
countries is making operators focus on increasing data services as a means to
oice services in these
generate more revenues and increase their market share.
Despite the significant increase in data services in recent y
and 20% annually
ears, of between 10%
ing SMS
107
, the level of usage is still low and is mostly limited to send-
Using mobile phones to access the Internet, w
, which in many cases replace other, the more expensive voice services.
works is done by v
atch TV or connect to social net-
ces. The companies are working on finding a new
ery few consumers, and the can be considered niche servi
killer application
-
es usage exponentially in the way that SMS or ringtones did, with little success so
that increas-
far, despite significant improvements in downloading speeds.
The opening of the mobile mark
data services. New models of cooper
et will not be sufficient to boost the demand for
reduce the costs of services will be necessary
ation that add v
.
alue for the customer and
The situation in Spain is no different from that in the rest of the world, as seen
in Figure 25.
F
consumer
or the FTF experts, the main factor hindering the use of data services, from the
device, and the lack of knowledge on r
’s point of view, is the price, followed b
ates, as shown in Figure 26.
y technical problems with the
Howev
CSMG
108
er, not all the barriers deriv
identifies other important barriers, such as:
e from consumers. The consulting firm
The ecosystem:
– The v
platforms, etc.
ariety of standards in the industry
, and mak
, which affects interfaces, invoicing
devices difficult.
es interoperability between mobile operators and
– Strong control b
vestment by new participants.
y mobile operators, which has limited involvement and in-
Content and applications:
–
opment of applications.
Fragmentation of mobile devices, which complicates and delays the devel-
107
Article:
Network World. 3/10/2008.
–
http://www
– Lack of Internet applications optimiz
Limited development of specific content specifically for mobile handsets.
ed for mobile use.
/articulo.asp?id=166031
.idg.es/comunicaciones
.
Economies of the mobile oper
Center of Change in Wireless.
108
On the Edge: Devices at the
CSMG. Spring 2008.
– Lower profit levels generated b
ators:
pared to voice services, due to the cooper
y the mobile oper
ation necessary with third parties.
ators with data services com-
© 2008 Fundación de la Innovación Bankinter. All rights reserved.
63
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