Log in
Your Local Ericsson site
  1. 2004 /

News Archive

Mobility World puts 3G in reach

January 20, 2004

3G is rolling out, but taking full advantage of its capabilities is still a challenge for many operators. Ericsson's Mobility World has access to the research, experience and tools to help operators increase services beyond voice, and enable them to focus on what they do best.
3G is rolling out, but taking full advantage of its capabilities is still a challenge for many operators. They have enough on their plate in maintaining networks, driving subscription growth and ensuring customer satisfaction without having to worry about application development, content negotiations and technology.

 

Ericsson's Mobility World has access to the research, experience and tools to help operators increase services beyond voice, and enable them to focus on what they do best.

 

Klaus Middeler, Director of Vision Program Mobile Data and Ericsson Mobility World in Germany, says: "We provide a whole range of options for operators interested in services beyond voice – from half-day seminars on how to set up services to even managing the services for the operators – so they can concentrate on their core business.

 

"We bring our expertise in mobile technology and our knowledge of mobile applications and content from Mobility World and the Vision Programs to bear on the operator's needs."

 

The right phone is key
The most important element for increasing data services is the phone. Without the right phones, consumers are not able to access services or use them to their full potential. Ericsson studies have shown that large color screens and fast browsers can increase data traffic tenfold compared with color services adapted for small-screen phones.

 

Data use also goes up when operators offer dedicated time slots for GPRS traffic. Consumers use services when they know the network is reliable – when they can get what they want, when they want it.

 

A clear value-added service strategy that offers content push packages has been shown to multiply MMS traffic by more than 10 compared with peer-to-peer strategies. Easy-to-access content is the first step to making consumers comfortable with newer services.

 

These are the basic elements that need to be in place for ensuring successful data services. But Ericsson can do much more.

 

The company has a vested interest in seeing data services flourish, and wants to help operators generate more revenue and increase subscriber growth. Ericsson Mobility World and the Vision Programs were established to do just this. They can free operators from the hassles and distractions of offering content over their networks, and enable them to focus on their core business.

 

Middeler says: "Ericsson knows what the capabilities of applications and application developers are. We already have relationships with content providers, who see us as an avenue to getting their content out, and we know the technology because we developed it.

 

Here to help
"We can offer operators what they want: content and applications that are ready to go. We can even set everything up and run it for them to ensure that content is delivered quickly and correctly. We are here to help operators, content providers and application developers because we want the Mobile Internet to succeed.

 

"For instance, we just launched, together with Sony Music, our joint service M-USE, a complete personalized download platform for music-related content at Swisscom in Switzerland."

 

But not all services are a hit. Sometimes they are too late to market, and sometimes they are not delivered in the appropriate way. This is where experience matters.

 

Besides this, Ericsson has a chest of tools to analyze individual markets. These tools include in-depth market research, traffic simulation and analysis, and brand studies. Operators can also see what they can expect in terms of revenues and returns on their investments.

 

As Middeler says: "Quite simply, we want to make it easier for operators to launch new services. That's why we are here."  

Related Links