-
The Company
The Company
- Ericsson is shaping the way the world communicates. Read on to discover more about our company, its history and vision.
-
Thinking Ahead
Tech Talk
- Do you want to know what the Social Web of Things is and how we can benefit? Watch our latest Tech Talk film
Thinking Ahead
- All our insights, research, and discussions are here in one place. Use them for Thinking Ahead.
-
Your Business
- Government
- Transport Industry
- Utilities Industry
- Developer Portal
- Equipment Manufacturers
- Channel Partner Program
Your Business
- Take a closer look at how Ericsson can help your business excel in a rapidly evolving market.
-
Our Portfolio
Our Portfolio
- Find out more about Ericsson’s comprehensive portfolio of innovative products, operator solutions and services.
-
Careers
Careers
- A career with Ericsson offers outstanding opportunities for professional and personal development in a truly global organization.
Mobile internet should mimic broadband
Operators and service providers should focus on delivering a mobile internet experience comparable in terms of usability and cost with that available on broadband.
December 28, 2007
This is the advice of Declan Lonergan, director of consumer research in mobility at Yankee Group, the technology research and consulting firm. This is what a recent study conducted by his organization has found to be an overriding trend.
The findings of the study, Ensuring Mobile Service Success in a Changing World, were presented by Lonergan at Ericsson headquarters in Kista, Stockholm on November 6. He said: "We found that people using the internet on their PCs today want internet on their mobiles to have similar functions and features.
"This may seem obvious, but in the past the wireless industry tried to create a new internet separate from that accessed by users on their PCs - one that was not so open.
"Our research suggests that end users want to be able to scan the web, use social media such as Facebook, and log on to e-mail in the way they are used to doing with broadband. And they want the service for a similar cost, with comparable ease of access, and on handsets that make the experience functional and efficient."
Given the strong demand for this service, Yankee Group conducted an exercise to look at how all the different players in the telecom field could overcome the obstacles preventing them from creating such a scenario.
"We found that if all existing barriers in relation to cost, access, performance and so on could be overcome, the order of magnitude increase in the total value of mobile internet business - in terms of just access - would be worth USD 67 billion," Lonergan says.
Currently, the total value of mobile internet business in terms of access is just a fraction of this figure. But Lonergan says that as well as a market demand for it, there is a real need for such a service.
An equally strong trend that emerged in Yankee Group's research is the need for operators and service providers to divide up their customer base into appropriate segments.
"In the future, as demand for mobile services moves into the areas of mobile TV and mobile music, it will become imperative for operators to target these segments more specifically," Lonergan says.
"They will have to tailor the marketing and pricing of their services to suit the different segments and their particular needs. But most importantly, the operators and service providers should think about the relevance of the services they provide to their end users. If that basic need is not addressed, no service, no matter how attractive or cost-effective, will appeal to consumers."
