Executive summary
While the mark
new challenges. F
et opening promises new business opportunities, it also portends
status quo put in jeopardy
or instance,
, and will thus be forced to adapt their business models
operators will see increased competition and their
op new
to the new context. Mean
, more usable phones that can handle the most sophisticated services at
while, mobile device manufacturers will have to devel-
affordable prices. They will also reach rev
(similar to those promoted by
enue-sharing agreements with operators
and resources for dev
Finally, service providers will be faced with fr
Apple for the iPhone) as well as service pro
agmentation and the lack of tools
viders.
quick profits. This will ultimately promote models of cooper
eloping applications for the mobile environment and turning
mark
ation with all of the
allow them to offer their services directly to the end customer
et’s players as they look for content options that can bring added v
.
alue and
The expanding range of mobile devices and services
Users are being offered increasingly more sophisticated services that can be ac
cesed from their mobile devices (Internet, mobile TV, etc.). This means greater
-
requirements on them, which in turn becomes a str
chain. Handsets hav
ategic element in the value
gone from simple models, which were limited to v
e evolved at a blistering pace in recent y
pock
oice transmission, to small
ears: they have
necting users to the Internet and, b
et PCs or smartphones. These smart handheld devices are capable of con-
ety of services that are sure to change the consumption patterns of mobile
y doing so, opening the door to a wide vari-
users. The outstanding issue, howev
circulation throughout the world, fewer than 10% are smartphones. It is there
er, is that out of the billions of handsets in
fore vital that operators and application developers not limit their innov
-
these devices alone, as that would mean ex
tion, which in many cases resides in emerging countries.
cluding a large part of the popula
ation to
-
With regard to the inno
we ha
use essentially boils down to v
ve seen evidence that, so far
vation, variet
, ha
y and qualit
v
y on the mobile services offer,
produced this situation include: mark
oice and SMS messaging. The factors that ha
e not enticed most consumers, whose
gy), the tight control of the oper
et fragmentation (dynamics and technolo
ve
-
cific content tailored to the mobile devices, the lack of business models that jus
ators, the price of services, the shortage of spe-
tify investments, etc.
-
Once these barriers ha
providing the best business opportunities will be location-based services, social
ve been overcome, or at least reduced, the mobile services
networks and mobile Internet connections. T
commerce and health services will also be successful among mobile users.
o a lesser extent, financial services,
The impact of mobile technology on businesses
It seems clear that the trend tow
mobile mark
ards opening will change the dynamics of the
companies? Or those of companies from other sectors that use mobile solutions?
et, but how will it affect the business models of telecommunication
© 2008 Fundación de la Innovación Bankinter. All rights reserved.
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