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| Mobile operators can rescue mobile Internet |
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| Friday, 26 October 2007 | |
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Mott MacDonald Schema, a leading
The research, among a nationally representative sample of 990 British adults aged 15+ in August 2007, found that: * 82% of mobile phone users have never tried to access the Internet from their mobile phones * Nearly two thirds of mobile phone users who haven't accessed the mobile Internet said it was because they aren't interested * Only 2% of women and 5% of men access the Internet from their mobile phones on a regular basis (more than once a month) * 21% of consumers aged between 15 and 24 use the mobile Internet occasionally or regularly, compared with just 3% of those aged 55 and over * When asked about their experience of using the mobile Internet, a fifth of those who have tried it said they find it too expensive or too slow, and only 6% find it fun. Robin Bosworth, senior media consultant says, "To date the emphasis of the mobile operators and handset vendors has been on developing increasingly sophisticated handset and network features. However the majority of users remain ill-informed or agnostic about mobile Internet services. Mobile operators need to educate people about exactly what mobile Internet can offer in a clear and easily understood manner. Traffic based tariff regimes, walled gardens, slow download speeds and complexity of use have all constrained user adoption. "Mobile Internet has so far not been as popular as expected, but this can be changed. It's not about comparing it to internet access on a PC. It's about highlighting its uses in different environments, such as quick access to the football scores on the way to the pub, mobile streetmap when you're lost, and finding out what films are showing at the nearest cinema, when you're out with friends. The social networking phenomenon also presents some fantastic opportunities. "There are, however, some encouraging activities by the mobile operators. A number are moving away from the walled garden approach and the recent introduction of flat rate data tariffs will remove a barrier to usage. In addition, many of the new marketing campaigns have sought to highlight the day to day applications that mobile internet can deliver. According to Ofcom's recent publication, The Communications Market 2007, www.icm.mottmac.com |
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