TAG | The rise and rise of mobile data usage |
|
|
| by Alex Zaharov-Reutt | |
| Friday, 18 April 2008 | |
|
Page 2 of 4 It’s great to see that another key finding was that “people are just as likely to use their mobile phone for MDS at home as they are when they are out and about.”Explaining further, Dr Mackay says that: “People don’t want to see exactly what they see on their PC, TV or in magazines on their phone. They want something that is complementary, an offering they can’t get elsewhere. Nor do they just switch off their phone when they go home. The mobile phone is clearly not a replacement for their other tools.” Clearly it is not, but instead a new tool that not only performs a range of functions found on standalone devices, but offers new functionality and benefits – both online and offline - that users are finally starting to really embrace. Dr Mackay offers the following advice: “Companies in the mobile space, and not just carriers, need to provide a completely separate offering and create an experience that is unique and innovative. While it should tie into what they are offering through their other channels, it should not replicate it.” Now for some stats from the MDS study. At last, the access of web sites directly on phones is growing rapidly, compared with past research, likely because of improved mobile browsers and cheaper data rates – we aren’t in the text based WAP era any more! Over 40% of Australian respondents saying they had access the web on their phones – and it’s “without any apparent cannibalisation or impact on the use of the Internet on their PCs.” In terms of actual MDS usage, communication dominates, with 80% of respondents in Australia often or sometimes using communication services. In Australia the use of mobile media messaging is particularly high (54%). So, what about all that walled garden of content that is, at last, supplement by access to the real web, giving users the best of both worlds? Please read onto page 3 - and see page 4 for a supposed surprise that didn't surprise me in the slightest! |
| < Next story in category | Previous story in the category > |
|---|
