TECHNOLOGY
Infinite potential in mobile technology
by Ahsen Javed
Although innovative applications will continue to drive the mobile
phone market over the next five years, consumers still value reliability
and price.
By the end of the year Infinite potential in mobile technology, the
number of mobile phone subscriptions is expected to reach five billion
globally. The outlook for telecommunications providers is dynamic, but
far from certain.
Growing competition from non-traditional providers, rapidly rising
demand for network bandwidth and consumer expectations for new
technologies have emerged as key issues that will shape the future of
the sector.
Against this backdrop, Oracle has released the findings of its
'Opportunity Calling: The Future of Mobile Communications' report. More
than 3,000 mobile phone users around the world were surveyed on their
use and perceptions of mobile phones, interest in new technologies, and
expectations for the next generation of mobile communication. Twenty per
cent were from the Asia Pacific".
The Asia Pacific market contains unrealised potential for
telecommunications providers. For example, whereas 41% of consumers
globally use more than one mobile handset, just 26% in the Asia Pacific
do so.
This article summarises the findings of the survey and concludes with
some recommendations on how telecommunication companies can use them to
plan ahead for growth and generate new revenue opportunities.
Key Findings Reliability and price
Despite the smartphone revolution, this Oracle study shows that
consumers everywhere still value reliability and price over
technological innovation. Less than half the respondents said they look
for state-of-the-art handsets. By comparison, 85% rated reliability and
81% rated price as top priorities.
Notably, however, 77% said price would be their main motivator to
change service providers. Further, although 82% of customers said their
provider was currently doing a good job, more (83%) said they might
consider switching to non-traditional providers such as Google, Sony,
Apple or Facebook if these offered similar pricing and service quality.
By comparison, consumers in the Asia Pacific market seem slightly
more conservative. Fewer (73% compared to 77%) said they would switch to
another provider because of better pricing and less (78% compared to
83%) would consider a non-telecom company as their provider.
Globally, consumers are keen to cut the overall cost of their
communications. Less than a third (26%) of those interviewed currently
bundle their mobile phone bill with other communication services, but an
overwhelming 88% said they might do so if buying more saved them in the
long run. In contrast, 42% of Asia Pacific consumers already bundle two
or more of their communication services.
New mobile technologies and applications
Of course, the mobile market is not just about costs and reliability.
Within five years, more users are likely to connect to the internet
using their handsets than from desktop PCs, a trend that is driving
demand for more innovative features. This should, in turn, mean new
revenue opportunities for providers.
According to the Oracle report, 54% of mobile phone users expect
their phones to replace their GPS systems and iPod or MP3 player within
five years. Phones are likely to supersede digital cameras according to
52% of respondents, 27% want to use them as their PC and video recorder,
22% as an e-reader and 16% as a television.
Predictably, the younger demographic-those aged 18-33 years-are three
times as likely to use their phone as an entertainment device and twice
as likely to use their phone as a personal computer than those aged
46-64 years.
In terms of general usage, 94% of Asia Pacific customers use their
phone as a communications device and 29% as a mini computer. Notably,
38% use it for entertainment, which is well ahead of uptake in the
United States (20%), Europe (33%) and the Middle East (32%). In the Asia
Pacific, 81% of consumers have used their phones to send a text message,
47% to read or send email, and 18% to update their status on a social
media site.
Respondents to the Oracle survey anticipated that by 2015, their
phones would incorporate a raft of practical new applications and
features that would enable them to do everything from starting a car to
being used as a credit card.
Although the majority (58%) indicated that they would like to use
their phones-instead of cash or cards-for purchases, there is still some
caution about the prospect. Thirty-nine per cent said they were not
comfortable with the idea, but this was offset by the fact that 61%
were.
Citizens in the Generation Y category (respondents born between 1977
and 1992), were more at home with the concept of using their phones to
make purchases, while slightly more than half (52%) of Baby Boomers
(respondents born between 1946 and 1964) were comfortable with the
concept. In both generation groups, males were more comfortable with the
idea than females.
Consumers have a number of new or upcoming features on their mobile
phone wish list. These include the ability to chat via video and scan
barcodes to access online content. However, the survey reveals that
while most want these features, only 17% and 10% respectively would be
prepared to pay for them. Of greatest interest was the ability to
monitor and manage home electricity use. Sixty-seven percent of
respondents said they wanted this feature and 22% would be willing to
pay for it.
Five years from now, 49% of Asia Pacific consumers expect their phone
to replace their digital camera, 34% their credit card and 30% their PC.
Notably, they are also more likely than their global counterparts to
have used their mobile phone to purchase an item online (14% compared to
7%) and to have the ability to chat via video on their phones (11%
compared to 6%).
Advertising revenue
Advertising direct to mobiles is a potential revenue generator. In
the survey, 68% of respondents said they would be happy to receive
advertising on their mobile phones in exchange for price discounts or
added services.
Most interest came from younger users, with the average customer
willing to receive up to six 15-second advertisements each month if they
were given extra calling minutes, texts or free downloads.
This was particularly evident in the Asia Pacific market, where 13%
of survey respondents said they would be interested in receiving free
downloads in exchange for listening to or watching advertisements on
their handsets, compared to just 7% globally.
Worldwide, there is real reluctance to receive localised commercial
content based on user location. Only 33% expressed any interest in the
idea, citing privacy and security concerns. Forty-four percent were
emphatically opposed to being tracked by their mobile provider, meaning
telcos have a lot of work to do if location-based advertisements are
going to gain traction.
Recommendations for telcos
The Oracle report confirms that while technical innovation is
essential to meeting the future demands of consumers, it will be
critical to first ensure that the 'brass tacks' of service activation,
delivery and billing are seamless, accurate and fast.
According to the report, telcos need to build and analyse customer
data to ensure customer needs are met quickly. To fully capitalise on
potential revenue streams they need to learn more about customers'
privacy concerns and take measures to resolve them.
Finally, telcos need to plan for the future by working with their
technology providers to ensure network and back-end systems are
scalable, securely open to developers, and integrated across services.
(The writer is Managing Director, Oracle Pakistan and South Asia
Growth Economies)
Silver for 230i at W3 Awards
230 Interactive Pvt Ltd (230i), a digital marketing and development
agency in Sri Lanka, was recognised for its creative excellence and
innovative solutions, at this year's W3 Awards. 230i won the silver
award in the Hotel and Lodging category for the development of the
website www.johnkeellshotels.com.
W3 is sanctioned and judged by the International Academy of Visual
Arts, a body consisting of top executives from media, interactive,
advertising and marketing firms worldwide. Outstanding websites, web
marketing, web video and mobile applications created by interactive
agencies, designers and creators from around the world are recognised at
the awards.
230i was picked from over 3,000 applications received, demonstrating
the company's high standard of excellence and ability to produce
world-class creative solutions.
Co-founded by Sanjay Mendis and Mugunthan Balakrishnan, 230i is
committed to providing digital brand communications solutions
encompassing strategy, design, business and marketing. Their primary
focus is placed on online branding and architecture when providing
solutions which sets them apart from the traditional web development
companies. "www.johnkeellshotels.com, which represents our corporate
umbrella has been an important cog is our overall e-sales strategy" said
Sector Head Sri Lanka resorts for the John Keells Hotels Group
Jayantissa Kehelpannala. "We congratulate 230i on this achievement and
thank them for their valued partnership".
The agency's portfolio includes the John Keells Hotels Group, Hilton
Colombo, Capital Alliance, My Eagle Funds, Leo Burnett Solutions, Harpos,
Coffee Bean and Tea Leaf. 230i maintains a presence in the international
market by offering online solutions for small and mid size companies in
the US and Europe.
International Marketing Advisor to 230 Interactive Julie Rohem said,
"As advisor to 230i I am proud of the award that 230i has earned and
believe that the 230i team is finally getting the recognition it
deserves. In a digital sea of agency clutter, 230i really stands out as
a nimble, scrappy, yet eloquent provider of services." |