Community is King: 3G Operators Must Learn from SMS to Capture Their Customers

date: February 26, 2002

'Communities' of users linked by family or personal interests will drive early uptake of Mobile Multimedia Messaging Services on 3G networks, predicts The UMTS Forum. Speaking in the Panel Session 'Identifying The Value in Content and Applications' at this year's 3GSM World Congress, UMTS Forum Chairman Dr Bernd Eylert stated that consumers will lead the way with early adoption of MMS, ahead of business users.

Citing the example of young children teaching their parents and even grandparents to use text messaging, Eylert urged operators to recognize that millions of potential customers will need guidance to understand and use new services like MMS: 'Operators must reach out to touch their customers, wherever they are. Every customer is a market of one, and it's vital that 3G operators focus on creating personalised services that can be understood and enjoyed by mobile users everywhere - not just the tecchies and early adopters.'

The UMTS Forum predicts that mobile phone users will spend $15 billion on MMS in year 2006, rising to over $40 billion in 2010.

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