Mobile Internet promises rich rewards for operators with a multi-channel mobilization strategy
Telco 2.0 expert survey results suggest that operators are in pole position to reap the rewards of mobile Internet.
[USPRwire, Mon Oct 29 2007] Operators looking to profit from mobile Internet must focus on enhancing existing Internet applications and communities with made for mobile capabilities and multi-channel access, according to an expert panel polled by messaging company Acision last week at the Telco 2.0 executive brainstorm in London. Over two thirds (68 per cent) of the panel, comprising of senior representatives across the telecoms industry, believed that the most lucrative operator mobile Internet strategy lies in augmenting the fixed Internet experience with mobile capabilities such as location, immediate access and unique customer identity.
Telco 2.0 attracted over 300 attendees this year and participants included operators (fixed, mobile, cable, ISPs), vendors, consultancies and regulators. The panel also favor a cross-channel access approach to mobile Internet, with 24 per cent advocating leveraging SMS and MMS to increase revenues. MMS in particular is seen as a multimedia distribution channel for Internet-originated commercial content as well as user-generated content, with 58 per cent believing this to be its biggest value-add. Only 15 per cent believed that the future of MMS is restricted to P2P multimedia sharing.
Asked how operators can avoid price commoditization as a result of flat rate pricing models for mobile Internet, the industry experts favored two options. The most popular (44 per cent) is to offer differentiated Internet packages targeted to individual consumer segments, ranging from basic to premium offerings with specific flat-rate price points. Almost as popular, 36 per cent of delegates thought that mobile operators are in a position to charge Internet brands for providing an optimized mobile Internet experience against assured service levels.
Tom Veldman, Product Marketing Director at Acision commented: “Industry experts are in close agreement; operators have a golden opportunity to boost revenues with the mobile Internet but the right strategy is crucial. A holistic approach will be key – operators should maximize their value-add by leveraging the entire mobile ecosystem at their disposal, from location based services to SMS interactivity. Revenues will come directly from the customer through usage of mobile Internet services, but operators can also expect indirect revenues from Internet brands that are keen to increase interaction with their users by mobilizing their offerings.”
Established in June 2007, Acision launched with more than 300 clients, serving over one billion customers worldwide. Renowned for its progressive, exciting and agile philosophy of innovation along with assured service delivery, Acision enables network operators, service providers, broadband operators and content owners to increase revenues, enhance customer loyalty and capitalise on the opportunities offered by convergence. With over 43 years of experience, Acision leads the market in Intuitive Messaging, Intelligent Charging and Customer Intelligence Management. Acision is the partner of choice in high volume mobile data services with over 50 per cent of global messaging traffic generated through its platforms.
Acision was formed following the purchase of LogicaCMG’s Telecoms Products business for £265m (US $525m), by a consortium led by Atlantic Bridge Ventures and Access Industries. The company employs approximately 1,700 people in 22 countries across six continents, and launched as a half billion US dollar company. More information is available at www.acision.com.
Marketing Executive, North America
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Todd Van Hoosear
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