Mobile phone users want smart personalized services notes a new study. They expect to get their services not from their phone carriers but other sources and more readily indentify with third party services.
A survey, undertaken by Nielsen Research and commissioned by Tellabs,
reveals a strong user demand for a smart, personalized mobile Internet
experience. Almost two-thirds of users (63%) say they would use these
services - tailored to personal preferences, location, time of day and
social setting - within the next six months.
Despite this high demand, the research delivered a stern warning to
carriers. In 11 out of 14 areas¹, users expect a range of third-party
providers to deliver new services such as music, mobile e-mail and
location-based services within six months. In contrast, mobile carriers
were only deemed “most appropriate” to provide basic voice, SMS and MMS
services.
The survey also revealed some positive news for mobile carriers.
Users know that today, carriers provide these new services in eight out
of 11 areas². The survey also shows that globally, users’ trust in
carriers is high, second only to banks.
“Clearly consumers are clamoring for smart, personalized mobile
Internet services. But consumers have brought expectations from the
fixed-line Internet to the mobile Internet,” said Rob Pullen, chief
executive officer and president of Tellabs. “If carriers want to stay
in the game and avoid becoming ‘dumb pipes,’ they need to use the
valuable assets they already have, such as location-awareness, and to
make networks smarter for personalization. They need to act now - and
act fast.”
“This research provides some clear insights into users’ attitudes
towards their mobile operators and the services they offer. It shows
that the mobile telecoms world is undergoing immense change as users
discover and adopt new applications and services,” said Edward Kershaw,
Vice President, EMEA, Nielsen. “While users are positive about their
mobile future, it’s becoming clear that operators must remain flexible
and responsive to consumer demands in order to maintain their
customers’ loyalty.”
The research shows that users now more readily identify with
third-party brands such as Google than with their mobile carriers. But
it also shows that carriers have an opportunity to make the most of
today’s positive position. By making networks smarter to deliver new,
personalized mobile Internet services, carriers can build powerful
relationships with users. They can continue to play a leading role in
the mobile Internet and its value chain in order to secure valuable
revenue streams.
Tellabs® Mobile Solutions add intelligence to mobile networks,
empowering them to deliver location- and context-aware smart
applications and services. The acquisition of Silicon Valley start-up
WiChorus in 2009 gives Tellabs important mobile packet core and
Internet offload capabilities through its Tellabs® 9000 SmartCoreTM
platform. With up to 16 times more throughput than competitive
products, Tellabs 9000 SmartCoreTM platform can offload up to 70% of
Internet traffic before it reaches the core. This technology, coupled
with Tellabs’ mobile backhaul expertise, means Tellabs can dramatically
“raise the IQ” of carriers’ mobile networks.
The full survey conducted by Nielsen is available on request. Visit
www.tellabs.com to learn more about the Tellabs® 9000 SmartCore™
platform.