The Mobile Customer Experience (2003 - 2007): How the industry can succeed in an evolving market

SUMMARY

Based on first-hand interviews with companies across the mobile telecoms industry, The Mobile Customer Experience (2003-2007) report provides a thorough understanding of the data and MMS services customers really want, and a clear insight into strategies to successfully provide these services.

Written by expert industry analysts Info-Insight, The Mobile Customer Experience (2003-2007) is just such a report, providing a clear update of industry status and insightful strategic analysis on which to base future decisions.

The report also addresses organisational changes, such as revenue share models and new partnerships, that companies must embark on in order to succeed in the mobile industry of the future.

5 reasons why you should buy The Mobile Customer Experience (2003-2007):

• Benefit from the opinions of 65 companies across all corners of the mobile and media industries, including Universal Music, DoCoMo, AT&T wireless, Disney, Vodafone and Qualcomm on market status and development, and use these to optimise your company\'s future revenues
• Evaluate what the industry believes will be killer applications until 2003, and from 2004 till 2007, and what mobile data services customers are currently purchasing. Are there significant differences? Can you modify your business strategy to satisfy customer demand?
• Learn key lessons from the successful 2.5 and 3G launches in Japan, Korea and Singapore and base your investments on the real-life experiences of other major players
• Gain a clear view of the impact of new services on customer experience: how will MMS affect office life as we know it and leisure activities?
• Understand what organisational changes Cellcos must undergo in order to maintain profitability and ensure your company is best placed in this developing market
• Analyse the views of content and application providers on successful partnerships and revenue share models with operators and media companies

Who should buy this report?

• Operators: gain a clear understanding of customer needs and perceptions, the opinions of all other players in the mobile industry and learn how you can best adapt your business strategy to succeed
• Vendors: evaluate your competitors\' views on the mobile data and services market and base your investment decisions on major players\' opinions and past experiences
• Industry consultants: benefit from accurate, up-to date information and insightful commentary from industry experts Info-Insight
• Content and service providers: analyse customer awareness and intent to buy content around the world, understand operators' concerns and learn to work together to achieve maximum profitability
• Regulators: benefit from a clear overview of current industry status and likely future changes, understand customer concerns on advanced messaging and data services and plan ahead to ensure their protection
• Media Companies: understand the views of mobile companies on the future of the industry, identify potential business partners and draw a suitable strategy to take advantage of profitable opportunities

TABLE OF CONTENTS

Executive summary

Chapter 1. What's the buzz in the mobile ecosystem?

• Defining the ecosystem

Technology Perspectives and future battleground

• Technology category 1 - Devices
• Software environments for Internet and mobile programming
• Software environments - Microsoft.NET and XML
• Mobile operating systems and application development environments
• Alternatives to mobile operating systems
• How it all works together - or not
• Technology category 2 - Miscellaneous enablers
• OSS and business support services (BSS) infrastructure
• Usability and simplicity
• Technology category 3 - Network enablers
• Real time data access
• Wireless LAN and WiFi
• Technology category 4 - Application enablers
• Technology category 5 - Software enablers
• User interfaces - a Catch 22 for operators
• Customisation and personalisation

Stars of the vendor community

• Microsoft - successfully playing catch-up
• SonyEricsson - a marriage of convenience
• Technology leaders
• Leaders by key technology enabler
• Bandwidth leaders
• MMS vs. EMS - not an issue
• Device integration leaders
• Display leaders

Applications driving usage

• What will be the key mobile products and services over the next five years?
• Communications
• Corporate access
• The 3Gs (games, gambling and girls) of content
• Games - time filler or money-spinner?
• Gambling - standing on its own
• Girls - not just a pretty face

In vogue or I-mode: what can we learn from the Japanese and South Korean experiences?

• Creating a business model for revenue sharing
• Having the right applications for the target market
• Working with third parties
• Sell services, not technology
• Can you afford not to compare markets?
• Learning category 1 - Organisation
• Category 2 - Marketing
• Useable Technology
• EU perspective

Impact of new technology and services on mobile customers

• Customer implication category 1 - Behaviour
• Category 2 - Customer desires
• Category 3 - Financial implications

Impact of new technology and services on operators and service providers

• Improving the Organisation
• Issues of privacy, confidentiality and legality of content
• Industry climate
• Product and network implications
• Marketing implications
• Customer relationship management (CRM)

Regional attitudes

Regional differences

• Pessimistic Americans
• European confusion
• Asian optimism
• Developing countries understand their markets

• Operator identity crises
• Changes in attitudes and latitudes
• Organisational change for survival
• Controlling the value chain
• Why simplifying company and product packaging is important
• Back to the future: basics of billing, network delivery and customer management
• Search and recovery: getting customer relations out of the primeval swamp

Industry threats

• Financial pressure
• New boys on the block - competition
• Systems integrators and IT vendors
• Media channels
• Content providers
• Banking
• New entrants on the mobile block - new 3G licensees, MVNOs, WiFi
• Regulation
• People and the fear of technology
• How connected is your market?

Global trends and influences

• World population and age
• Energy
• Personal security
• Fraud
• Privacy concerns
• Global health

What the analysts say about mobile's future

• Forecasts for 2007

Mobile intelligence: what customers know

• 3G Awareness
• Will they upgrade?
• Mobile advertising awareness
• M-commerce awareness
• Applications that are working
• Messaging
• Mobile Internet
• Top applications
• Location based services

Market requirements: what customers think they want

• Pricing
• Compelling content
• Ease of use
• Handsets
• Follow on service
• Cautious optimism
• Future power of infotainment
• Customer differences
• The gender gap: what women want
• The generation gap: second-guessing youth
• Interest in 3G applications
• Youth drivers for mobile phone ownership
• Regional differences

• Industry focus in the short term
• Long-term gamble - the outlook for mid-2004 to 2007
• Plotting the future
• Easy (or not) steps to success
• Planning made simple for operators and service providers
• First define role and vision
• Service, not technology
• Third party business model
• Revaluate data pricing and strengthen existing infrastructure
• Guidelines for content providers and media companies
• Understand target market
• Help operators understand your language
• Develop by using existing technology
• Look for technical solutions for DRM
• Government choices
• Digital rights management
• Controlled access
• Internet, communications and entertainment
• Consolidation of regulators
• Encourage investment
• Application developers need some help
• Customer experience
• Partner
• Targeted industry solutions
• Direct marketing
• Enterprises - breaking free of IT departments
• Evaluate wireless LAN
• Consider mobile employee applications
• Flexible working environments
• Investors
• Simple solution investments
• Media/mobile plays in advanced markets
• New opportunities

Crowning the monarch: saying the customer is king - and meaning it

• Customer focus
• Team building
• Delivery
• Speaking the same language
• Service first, not technology
• Quality and ubiquitous service
• Simple and relevant products
• Matchmaking in the ecosystem: media and technology leaders as partners
• Partnerships
• Alliances
• Using mobile as another media channel
• Making business mobile
• Addressing the delicate Issues
• Personal privacy
• Data privacy
• Sex and other dubious content
• Resolve the health question
• Security
• Managing a crisis
• Help, we need a visionary
• Think global, know local, act communal: mobilising the mobile ecosystem