Qualcomm and Teleepoch
Enter Into a 3G CDMA Subscriber Unit License Agreement, October
6, 2007
MTN chooses Cambridge Broadband
Networks for multi-service wireless network in Rwanda, October 6,
2007
Brazilian government to
publish 3G bidding rules soon, October 6, 2007
KTF 3G service suffers
from technical problems, October 6, 2007
Argentina’s Personal
lunches 3G service in Rosario, October 6, 2007
Russia has it's first 3G
network, October 6, 2007
AT&T could drop Alcatel-Lucent
as 3G mobile network supplier, October 6, 2007
Enea Extends License Agreement
with ZTE for 3G Handsets, October 2, 2007
LG to unveil premium handsets
in Brazil, October 2, 2007
KTF 3G subscribers doubled
in less than 3 months, October 2, 2007
3G policy in India will
be non-uniform, October 2, 2007
- previous news
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Ease-of-use remains the primary barrier to mass-market mobile data services
May 21, 2003
Many mobile users are still perplexed by complicated handset configuration
and service access. That's the message from SmartTrust, who suggests the
slower than expected uptake of data services, as reported by many of the
industry's analysts, is a result of poor user experiences. Many operators
see data services as a key driver towards increased ARPU, with many now
offering a portfolio of non-voice services. These include picture messaging,
mobile games, infotainment and m-commerce.
"The uptake of these types of services in many regions remains much lower
than expected. The content is there, the delivery channel is there, but
the user experience is still affecting their mass appeal. The majority
of users don't want to reconfigure service setting or remember short codes
in order to access new applications. That's where WAP failed", says Tim
Barber, Vice President of Global Sales at SmartTrust. "As new services
come online, operators need a mechanism to support the remote configuration
of subscribers' devices, allowing them to access new services without
any intervention. Fortunately, more and more operators are recognising
the importance of this with greater investment in sophisticated OTA (over-the-air)
service and device management platforms. We have also seen enormous growth
in the deployment of services based around SIM browsers such as the SmartTrust
WIB."
Incorporated into the SIM card's functionality, SIM Browsers such as
the WIB allow operator services to be presented on the handset as navigatable
menu-items, offering a 'scroll and send' approach to services, and removing
the need for users to reconfigure their handsets or type in service shortcodes.
In February 2003, SmartTrust released new figures that showed a 300% rise
in the number of SIM Browser implementations since 2001 (based on its
SmartTrust WIB technology). From 30 million in 2001, the figures show
the number of SmartTrust WIBä implementations has now passed 120 million,
beating the company's own growth expectations by 25%.
Using the SmartTrust WIB, a number of operators have successfully increased
ARPU. Bharti Airtel in India recently announced it had increased data
traffic by 500%. Its portfolio of data services, including a mobile dating
application, uses the SmartTrust WIBä to control service access and allow
the operator to make remote handset and service configurations. The same
technology has helped Greek operator Cosmote become the country's leading
operator, whilst in Russia, Sonic Duo generates nearly 10% of revenue
from its portfolio of WIB-driven data services after just a short time
in operation.
"The technology will remain an important element of 3G services," adds
Barber. "Many operators are relying on data services to recoup their investment
in 3G licenses. Universal SIM Application Toolkit (USAT) Interpreter is
the standardisation of the WIB concept for 3G networks and SmartTrust
is successfully driving its standardisation in the standardisation body
3GPP. 3G service operators will need to look closely at 2G and 2.5G services
to see what works and what doesn't. It may be true that technology and
the level of service sophistication has increased, but the user's expectations
of ease-of-use will remain the same."
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3G Motorola A920
