A whole world of services in the consumer’s pocket
4.0
3.5
3.0
2.5
2.0
1.5
1.0
0.5
0.0
Price
s
Te
peed, co
chnical problems (battery
verage, etc.)
, Lack of knowledge on data
services tariffs
U
access these services on their
sers don’t know how to Lack of data services
mobile devices
marketing
Utility perception
Security Time shortage Others
Consumers’ age Technological aptitude
Source: drawn from the conclusions within the Future T
Figure 26. Barriers to data use.
rends Forum.
Devices:
–
–
Devices optimiz
ing capacit
Technical limitations such as siz
ed for voice rather than data services.
y, screen, camer
e, battery duration, storage and process-
– Capacities yet to be developed: touchscreens, v
a and others.
oice recognition, etc.
According to the CSMG study
gr
been completely remo
adually over the next five y
109
ears, although not to the point where they ha
, some of these barriers are anticipated to fall
ve
networks, increasing the use of data services will be a challenge for oper
ved. Despite the technical breakthroughs in handsets and
and manufacturers.
ators
expect the services pro
Once these barriers hav
tion-based services and mobile social networks. In their opinion, films will be the
viding the best business opportunities to be mobile loca
e been overcome, or at least reduced, the FTF experts
-
109
CSMG: op. cit. services experiencing the least growth (see Figure 27).
© 2008 Fundación de la Innovación Bankinter. All rights reserved.
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