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Evolving Global Mobile Commerce: Strategies, Trends and Opportunities
Digital Vector, July 2004, Pages: 582
Mobile Internet market is different from the fixed Internet due to its unique aspects such as: mass customizable location specific content, anytime anywhere access to data and transfer of cash from the mobile instrument to the merchants. As the use of wireless increases, there will also be a surge in demand for complementary services such as secure wireless storage, delivery, authentication, content provision etc. As people start using wireless to conduct transactions, new applications may emerge in future. Mobile service providers need to offer new pricing schemes, location-specific and personalized services to its customers. The emergence of technologies such as Bluetooth, which allows the wireless electronic devices to communicate with each other, is expected to add to the value proposition offered by application providers. Services which link smart cards with mobile hand held devices would play a major role in future. However the users may take more time in getting used to the concept of a mobile hand held device with a smart card which can be used to download digital cash and carry out purchases. Increased competition among the service providers would bring down the ARPU, as the service providers would start competing on price. To keep ahead of the competition, they need to continuously innovate and offer value added services to their customers. By having a presence in various segments of the value chain, the partner can serve the customers better and also create a workable lock-in for their services. Operators should be equipped to offer a variety of services to the customers and should tie up with various channel partners such as content providers, authorization agencies etc. Specific opportunitiesThere is a large potential for mobile portals as mobile Internet caches up. These portals can gain competitive advantage by offering services that may not be available in fixed Internet portals such as location specific services. The mobile portals could gain customer loyalty by offering personalized location specific content and services. These may be services such as hotel reservations, movie listings etc. Speech recognition technology has very good potential to complement mobile commerce. Speech recognition technology could be a very important driver considering the fact that mobile hand held devices have small screens and keyboard sizes. This makes keying in details a difficult process. The speech recognition software allows the mobile network operators and portals to reduce costs and improve customer service by reducing customer churn. Mobile content providers and aggregators can offer a one-stop shop for services such as news, weather, stock quotes, travel information, ticketing services etc. Mobile content providers and aggregators need to enter into alliances with mobile operators so that they can have access to the end customers. The mobile aggregators can package the content offered by sellers for multiple mobile operators. As users start to demand services regardless of their location, satellite based mobile services would become prevalent. This is particular in the case of users who travel a lot to remote places. However satellite based mobile services would not emerge into a mass market phenomenon due to the costs involved as well as the size of hand held devices. Pricing of mobile satellite services as well as hand held devices would hold the key to the success of the service. In future data traffic would be the primary driver of revenue from airtime charges and revenue from voice traffic would support the same. However revenue from airtime is bound to come down in future as technology advances and more bandwidth is available and also from increased competition, which would result in airtime being a commodity.
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