What users use 3G for?

February 5, 2007

What do people who subscribe to 3G services use their phones for? A quick check last week revealed that local 3G phone users generally do not utilise the full 3G capability of their phones apart from making video calls, indulging in occasional data-related activities and watching TV while on the move.

Web surfing through 3G phones, many say, is not yet quite practical nor compelling here in Malaysia.

In Europe, however, it's a totally different story.

A recent report from mobile search firm mobilePeople found that more and more people are turning to their 3G phones to conduct searches for services like takeaways, taxis, restaurants, supermarkets and consumer electronics, all the way to jobs and recruitment consultants.

In fact, six per cent of all mobile searches done just before Christmas 2006 were for jobs and recruitment consultants.

According to mobilePeople's chief executive officer and co-founder Jens Andersen, the most popular brands searched before Christmas were Ikea and Toys "R" Us.

The searches peaked on Christmas Eve with the last-minute rush for gifts and in particular, consumer electronics. Then again on Dec 27 with post- Christmas exchanges and sales.

Other top searches also include banks and financial institutions, hotels, garage services, car parts, hairdressers, medical services, shoe retailers, cinemas, furniture outlets, toy retailers, department stores, pubs and coffee shops.

Andersen pointed out that this shows how mobile-based services increasingly play an integral role in shaping consumer behaviours and have become an essential part of today's lifestyle.

"It is evident that consumers are warming up to the idea of searching on mobiles.

Companies worldwide are now facing the challenge to win over the `I need it now' generation that chooses a mobile phone as a means of searching for information. It's the final call to get on the mobile Web or miss out," he said.

This is something that local telco services and the relevant businesses in general should be looking into.

Make the 3G experience more compelling for users who are time- constrained, on the move and need something quickly.

If the services provided are attractive enough, the investments will pour in and take-up rates will just fly.