According to Ovum, the next wave of mobile Internet users will be from urban areas of emerging markets. They’ve done their homework and here’s what their research indicates.
The lack of fixed Internet infrastructure in these markets and the significant purchasing power of urban residents are pushing both end users and service providers towards mobile. Operators and content providers should therefore step up to help the next billion progress to a smarter mobile Internet experience. Here’s what Shiv Putcha, principal analyst, consumer telecoms at Ovum has to say on this:
“The rising ownership of smart devices is not just giving some consumers access to the Internet for the first time; the wide availability of these devices will also increasingly divert traffic to the mobile web. Operators and content providers now have an important role to play in helping the next billion transition from basic voice and SMS functionality, to their initial steps with mobile browsers, and ultimately to smart experiences on the mobile Internet.”
Mobile network operators (MNOs) need to embrace the prepaid user base for mobile broadband and also highlight the importance of simplified data access pricing. Continues Putcha:
“The next billion consumers are typically highly value conscious; tariff complexity combined with potential bill shock will deter prospective mobile Internet users. These consumers will expect variety and simplicity in access packages and look for unlimited, time-based, and content-based packages,”
Finally, localization of mobile content services is essential due to the strong cultural identities and preference for local languages in emerging markets. According to Putcha, content providers partner with operators for billing support to enable users to spend smaller amounts over a larger period of time, particularly considering the limitations of current payment methods.
We will see the next billion users of mobile Internet appear faster than the first billion. Ovum has done their homework to see what needs to happen to accommodate them.
Related
This entry was posted on August 21, 2013 at 6:05 am and is filed under Commentary with tags Ovum. You can follow any responses to this entry through the RSS 2.0 feed.
You can leave a response, or trackback from your own site.
Ovum Has Recommendations For Mobile Network Operators In Emerging Markets
According to Ovum, the next wave of mobile Internet users will be from urban areas of emerging markets. They’ve done their homework and here’s what their research indicates.
The lack of fixed Internet infrastructure in these markets and the significant purchasing power of urban residents are pushing both end users and service providers towards mobile. Operators and content providers should therefore step up to help the next billion progress to a smarter mobile Internet experience. Here’s what Shiv Putcha, principal analyst, consumer telecoms at Ovum has to say on this:
“The rising ownership of smart devices is not just giving some consumers access to the Internet for the first time; the wide availability of these devices will also increasingly divert traffic to the mobile web. Operators and content providers now have an important role to play in helping the next billion transition from basic voice and SMS functionality, to their initial steps with mobile browsers, and ultimately to smart experiences on the mobile Internet.”
Mobile network operators (MNOs) need to embrace the prepaid user base for mobile broadband and also highlight the importance of simplified data access pricing. Continues Putcha:
“The next billion consumers are typically highly value conscious; tariff complexity combined with potential bill shock will deter prospective mobile Internet users. These consumers will expect variety and simplicity in access packages and look for unlimited, time-based, and content-based packages,”
Finally, localization of mobile content services is essential due to the strong cultural identities and preference for local languages in emerging markets. According to Putcha, content providers partner with operators for billing support to enable users to spend smaller amounts over a larger period of time, particularly considering the limitations of current payment methods.
We will see the next billion users of mobile Internet appear faster than the first billion. Ovum has done their homework to see what needs to happen to accommodate them.
Share this:
Like this:
Related
This entry was posted on August 21, 2013 at 6:05 am and is filed under Commentary with tags Ovum. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.