A whole world of services in the consumer’s pocket
tion time.
The increase in battery capacity is also vital to increase consumer connec-
g) High and unclear prices for consumers
parent to users (as is the case, for example, with charging for b
The rate plans for Internet connections are in many cases not altogether tr
ferred), and on man
ytes trans
ans-
-
users do not w
y occasions are even unknown. What is beyond doubt is that
when the available content does not justif
ant to increase their telephone bills and this is particularly true
y the expense.
clear to users
In order to change this situation, Internet connection prices should
(including the differences in price between the content of the op
be made
erators’ portal and external content). Offering flat-rate subscriptions c
-
boosts demand when consumers “need” to connect to mobile Internet. Howev
learly
er, they are not likely to be willing to pay a monthly fee for a service they have
-
not ev
sidered.
en tried. For this reason, other launch strategy alternatives must be con-
tomers surf for less than a penn
For example, T-Mobile
152
has launched the “web’n’walk” service, which lets cus-
da
on the websites that can be visited and users are not penaliz
y, with any additional cost free of charge. Furthermore, there is no restriction
y a kilobyte up to a maximum price of a pound a
service several times a day. In the Spanish mark
ed for using the
nounced a cut of between 46% and 60% in its rates for mobile email access.
et, Telefónica has recently an-
Of all these factors that could potentially boost Internet use on mobile devices,
the F
biggest boost (see Figure 30).
TF experts feel that flat-rate subscriptions will provide the service with the
5.2.3. The future of mobile Internet
As mentioned abo
some experts ha
ve, the boom in mobile Internet browsing has been slow and
happen, greater flexibilit
ve described it as disappointing. Nev
y in the oper
ertheless, for it to finally
design of profitable commercial approaches, winning o
ators’ models, technical impro
v
vements, the
operation between agents are all essential.
er the consumer, and co-
5.3. Increasing the scale of financial services
F
to carry out financial tr
or consumers in developed countries, the opportunit
ansactions means the av
y to use their mobile phone
channel, which complements the network of br
ev
anches and Internet banking. How
ailability of an additional banking
-
Article: “T
152
Canal
PDA.com. 5/05/2008. financial services using their mobile devices promises to be a great rev
er, for people living in emerging countries, the opportunity of access to banks’
collaborate on mobile services and
-Mobile and Nokia
personal social networks.”
This will be possible if the technological, commercial and social barriers presently
olution.
hindering the opening of this market are removed, or at least mitigated.
© 2008 Fundación de la Innovación Bankinter. All rights reserved.
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