A whole world of services in the consumer’s pocket
The maker of the TomTom portable navigation system and the mobile operator
information for the major high
Vodafone have launched a service in the United Kingdom that pro
wa
vides traffic
how many devices are in a given location and extr
ys. Basically, what the system does is check
number of drivers who may be in a traffic jam
177
.
apolates the results to the
5.5. Your friends just got even closer: mobile social networks
The F
works will pro
TF experts consider that besides location-based services, mobile social net
vide important opportunities for businesses (see Figure 27). The
-
mobile handset is threatening to become our most personal, and at the same
time, most social electronic device.
Its success seems certain, due to these devices adding a new dimension—loca
tion—to the already successful social networks on fix
-
enable users to receive information from the contacts in their social network
ed-line Internet. This will
that are ph
substitute for their fix
ysically near them. Howev
ed counterparts, but will instead complement and impro
er, mobile social networks will not be a
the user’s experience.
ve
A surv
the Spanish among the most assiduous users of mobile social networks in Eu
ey by Nielsen Mobile
178
(EU data Q1 2008, US data December 2007) rates
rope. Even bearing this in mind, the figures for use are still very low.
-
subscribers who access
Percentage of mobile Number of mobile
social networks over social networks per month,
subscribers who access
the mobile Internet over their phone
United States 1.6% 4,079,000
United Kingdom 1.7% 812,000
Italy 0.6% 293,000
Spain 0.8% 291,000
France 0.6% 255,000
177
Noticiasdot.com. June 2007.
Germany 0.2% 141,000
dev
Article: “TomTom and Vodafone
service.
elop an anti-tr
”
affic jam
http://www
007/06/27/tomtom-
.noticiasdot.com/wp2/2
desarrollan-un-servicio-
y-vodafone-
Source: Nielsen Mobile; EU data Q1 2008, US data December 2007.
Figure 32. Percentage of users of mobile social networks.
antiatascos/.
178
December 2007.
“EU data Q1 2008, US data
December 2007.
” Nielsen Mobile.
5.5.1. Types of mobile social networks
http://www
ml/press%20releases/SocialNetwo
.nielsenmobile.com/ht
rking.html.
In its study
types of mobile social networks, which r
Social Computing Goes Mobile,
ange from the most popular that already
Forrester identifies
179
five different
© 2008 Fundación de la Innovación Bankinter. All rights reserved.
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