A whole world of services in the consumer’s pocket
Mak
dev
content without the oper
elopers more flexible. Ideally
e the model for the distribution of profits
, any supplier should be able to launch their
between operators and content
tained from the sale, which would clearly lead to their prolifer
ators and obtain a high percentage of the profits ob
ation.
-
screen siz
Develop specific websites
e and the limited possibilities for inter
for connection from mobile handsets. The small
mobile handsets require specific designs for websites:
action and data processing on
–
–
Adapt not only the design of pages, but also their content and browsing.
v
Design pages that are useful and easy to handle so that users realiz
find and use ma
alue provided b
y hinder the user
y this new connection channel. P
e the
’s inter
ages that are difficult to
returning.
actions and discourage them from
–
K
R
orea, updates are made sev
enew the content on pages on a regular basis. In mature markets like
An example is that used by some newspapers, such as
eral times a day.
Times
150
, which has developed an application that enables access from an
The New York
iPhone to a high qualit
enables sections to be read both online and offline, pro
y edition of the newspaper. The newspaper’s website
includes photographs along with its articles and allows for the mobile website
vides simple browsing,
to be personalized, by selecting favorite news categories.
c) Low presence of traditional companies on mobile Internet
ternet is still v
Meanwhile, the amount of traditional companies with a presence on mobile In-
based Internet, to the detriment of connections from handsets. It is important
ery low. This is encouraging the use of other channels such as PC-
that
nication and sales to customers. Girlsw
traditional companies include this device among their channels of commu
alker’s Tokyo Girls Collection, for example,
-
combines live fashion events with the PC and a mobile website (see Chapter 6).
d) Technological barriers
In terms of access, the
the connection for users, who end up using other
networks are often too slow, which lowers the quality of
son, the operators and large network infr
, faster channels. For this rea-
together to mak
connection. What is much more serious and difficult to resolv
e faster networks that impro
astructure manufacturers must work
ve the user’s experience in each
some users do not even have access to the Internet (see Chapter 7).
e is the fact that
dev
As regards content, the lack of standards in the sector means a tough task for
work, as well as the browser
elopers, as they have to adapt the material to the t
, which curbs innovation. F
ype of telephone and net
or this reason, oper
-
and developers must put pressure on the manufacturers to standardize their
ators
150
products. As we ha
http://www
The New York Times:
mobile/iphone.html
.nytimes.com/services/
.
launched for upmark
ve seen above, this is happening as a result of projects being
opening of the market.
et devices in particular, which therefore contribute to the
© 2008 Fundación de la Innovación Bankinter. All rights reserved.
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