A gadget as a best friend might sound a little sad, but the mobile phone should not be underestimated. It is much more than a gadget. Ericsson’s new research on consumer acceptance of 3G services in Italy, Japan, Sweden and the US shows the mobile phone is a best friend, a tool, a pastime, access to information and most important, an enabler to richer communication because it creates increased closeness and a possibility to express emotions. But since people want to be able to rely on their best and closest friends, 3G operators need to understand the customer better and be able to offer services that work immediately.

Christina Teden, marketing manager at Ericsson Systems, says users of 3G are generally very positive about the possibilities of the technology as a whole, but a little tired of the teething troubles 3G operators have been suffering until now.

"Their interest in 3G is based on receiving higher speed, better capacity and better coverage," Teden says. "They are still curious and willing to test new 3G services, but expect operators to launch only services that are needed and already proven to work. Launching immature services will bring its own punishment."

Mobile handsets stuffed with advanced – but, to owners, useless services – just because the technology makes them possible, are of no interest. The adult group in the survey, aged 25-40, wants functionality and services that make life easier, while the younger generation, 15-24, wants more "emotional" services that let them express and strengthen their identities, whether on a individual level or as a group.

Customization and personalization, rather than standardization, are the key words for operators – understanding what customers need because of their specific life situations.

But even if the two groups are driven by different basic needs when using 3G, they still share the desire to fill their spare time with amusements of many kinds. Teden says the research clearly shows that mobile TV is a highly desired service.

"Television is an established concept and an easy one to understand, because everybody knows the satisfaction of watching your favorite show," she says. "Mobile TV means people don't need to hurry home to see a show, or fight with other family members over which program to see."

Ericsson has brought together a range of solutions that support the operators' business opportunities in the service layer. Read more here.