Global Study Reveals Consumer Optimism for Advanced Mobile Services

date: August 28, 2001

A new study released by the Personal Communications Industry Association (PCIA) and Yankelovich indicates that there are high levels of demand for advanced mobile services in every country surveyed.

Interest varies country-to-country, which may be influenced by the speed and sophistication of the mobile networks available locally. According to the study, impressive consumer demand for some advanced services exists, but only if the services meet specific consumer needs.

For purposes of the study, advanced mobile services range from receiving news and local traffic information to playing interactive games (entertainment services) to shopping and making purchases on a wireless device.

The study identified the most appealing offerings for each type of service and segmented the information according to those clusters of consumers based on their readiness for the services.

Italians were most interested in all advanced services -- information services (94%), entertainment (86%) and transaction (84%). South Koreans rank behind Italy in overall interest, followed by the U.K., Germany, Japan and the U.S.

Among information services, accessing maps and directions from mobile devices generated by tracking the user's current location, viewing real-time traffic, accessing in-home cameras and locating ATMs ranked among the advanced mobile services most appealing to survey respondents.

Having a virtual tour guide, having face-to-face video conversations, and sending video greeting cards ranked at the top of m-entertainment services, and the most appealing transaction services included making travel reservations/buying airline and train tickets, locating movie theaters/purchasing tickets and paying bills.

The study comes at a time when overseas carriers have invested tens of billions of dollars to acquire 3G spectrum and build out networks in order to develop and sell advanced wireless data services. U.S carriers are also pushing for the federal government to release additional spectrum currently being occupied by the Department of Defense.

Despite the high interest for these services overseas, initial rollouts of 3G services have been delayed due to technology development and economic issues.

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