A whole world of services in the consumer’s pocket
Only 14% of mobile users use the Internet regularly
does not constitute a substantial increase, F
. Although this figure
have suggested that use will reach 38% by the end of 2013.
orrester’s predictions since 2004
100%
80%
Have mobile Internet capability
60%
40%
Consumers who know they ha
20%
mobile Internet capability
ve
0%
Use the mobile Internet
2003 2004 2005 2006 2007
Base: European mobile phone users.
Source: Forrester R
Figure 28. Mobile Internet User P
esearch, Inc., European Mobile Forecast: 2008 To 2013,
enetration: 2003 To 2007.
March 14, 2008.
According to F
net most are the English (15%), followed b
orrester’s figures
138
, the European users that connect to the Inter
y the Germans and the French (9%).
-
Spain ranks fourth (8%), followed by Italy (5%).
5.2.2. What is preventing the mobile Internet boom?
The nature of the factors limiting mobile Internet use is highly v
ing these barriers will require all those involved (carriers, dev
aried. Overcom-
work together:
elopers, etc.) to
a) Lack of consumer interest
Consumers do not appear to be interested in using their mobile device to con
nect to the Internet. As mentioned above, this connection capability is a func
-
tionality that few consumers take into consider
-
set. Some alternatives that could change this situation include:
ation when buying a mobile hand-
Providing users with relevant information according to where they
service if they w
are and when they are connecting.
ant to increase connections. F
Operators should promote this t
or example, Vodafone
ype of
138
announced that it is going to include Google Maps in its Vodafone Liv
139
has
Lussanet and Dan Wilk
Pete Nuthall with Michelle de
os: op. cit.
tal, which will enable users to locate addresses and make reservations.
e! por-
http://www
139
Vodafone:
ge.html.
.vodafone.com/hub_pa
ad of SMS
Promoting the use of
.
instant messaging or email on mobile devices, inste-
© 2008 Fundación de la Innovación Bankinter. All rights reserved.
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