The road to 3G – how to ensure customer readiness (mobile services)

Focus: This workshop is designed to help mobile operators, content providers, media companies and retailers in their work on ensuring customer readiness in the future market for mobile services.

Background:
The development of new technologies from SMS via WAP/GPRS to UMTS and their associated services is dependent on customer readiness – on customers being willing and able to use and pay for those services. That readiness is the key to ensuring the revenue necessary to pay for the large UMTS investments.

Challenge:
The work to ensure customers’ UMTS-readiness began with the first SMS-based services. However, only few operators have taken this work seriously. The closer we move towards the launch of UMTS-based services, the more urgent it becomes to ensure that customers are willing and able to use and pay for those services. Ensuring that readiness is the responsibility of mobile operators, content providers, media companies and retailers, and it requires them to operate in partnerships that makes it mutually attractive to develop and market mobile services.

How this workshop can add value:
Strand Consult has 7 years experience of the market for mobile services and a unique understanding of how different segments use existing mobile services, and what it will take for these segments to use mobile services of the future. The workshop is based on this knowledge and these experiences, and our knowledge of how to be successful in the market for mobile services.