A whole world of services in the consumer’s pocket
Promoting more open models in which the Internet access point is
t
successful search engines
he content pro
such as Google
140
or JumpTap
141
, as well as
highly
a result, consumers will find and ha
vided from operators’ portals (the “walled garden” model). As
lev
sed on profits from adv
ant content, and the oper
ve access to more websites and more re-
ertising. F
ators will benefit from new business models ba
or example, KDDI
142
added Google’s se-
-
arch engine to its EZ
fic, and boost advertising profits b
web portal, which enabled it to increase the portal’
y 30%. Furthermore, it encour
s traf-
ning, as 78% of searches led users to other pages
143
.
aged ope-
works, which are increasingly popular on the fix
Capitalizing on the potential of social networks
ed Internet, with examples
. Connection to these net-
will entice consumers to use the mobile Internet. Users of
such as Bebo
144
in the U.K. and StayFriends
145
and Aka-aki
146
in Germany,
T-Mobile can choose to receive a free SMS ev
KPN, Telfort and
comment on their page on the Dutch social network Hyv
ery time someone mak
es
es a
contains a link to the Internet site, where consumers can read the complete
147
. This message
contents and have the option to answer.
b) Lack of specific content for mobile devices
Little content is currently being dev
deed, innov
eloped specifically for mobile Internet. In-
access on mobile devices. This all means that little content is a
ation in specific developments is limited by the low level of Internet
also of poor quality as companies are not interested in in
vailable, and it is
140
Google: http://www.google.com/.
with such low demand. This makes for a disappointing experience for users who
vesting in a channel
1
connect, which in turn leads to reduction in use. It is a vicious circle.
http://www
41
Jumptap:
.jumptap.com/.
142
Mean
http://www
KDDI:
dex.html.
.kddi.com/english/in
relate to content suppliers mean that the number of pages made specifically for
while, the closed Internet portals (“walled gardens”) in which operators
mobile devices is very low. Furthermore, the strict control by operators o
143
Success. And What European
Why Japanese Mobile Internet Is a
their content and their excessive share in the profits generated discourage de
ver
velopers and limit innovation.
-
Niek v
Operators Should Do to Catch Up.
Jonathan Browne and Liz
an Veen, Michelle de Lussanet,
Forrester. March 2007.
et Menke. In order to change this situation, the following objectives should be acted upon:
148
144
Bebo: http://www.bebo.com/. Impro
http://www
145
StayFriends:
.stayfriends.de/.
–
content dev
Internationaliz
ve the operators’ portals:
elopers. F
e the oper
or example,
ators’ portals to mak
Vodafone
149
e them more attr
has increased the pres
active to
146
Aka-aki: http://www.aka-aki.com/.
ence of its Vodafone Live! portal b
-
147
Hyves: http://www.hyves.nl/.
Austria,
y means of agreements with Mobilkom
–
148
sible to browse to their own sites. A successful example is the French op
Cooperation between oper
Proximus in Belgium and
ators to launch joint portals from where it is pos
Elisa in Finland.
-
F
Adoption Spell.
Breaking The Mobile Internet’s Low
orrester. December 2006.
Niek van Veen.
erator Gallery and Belgium’s Plaza, which are cooperating to produce one.
-
http://www
149
Vodafone:
ge.html.
.vodafone.com/hub_pa
Increase the content that mak
must encourage the use of applications or s
es users connect to the Internet.
ervices in order to achiev
The oper
e this.
ators
© 2008 Fundación de la Innovación Bankinter. All rights reserved.
72
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