Finding Value for the Mobile User

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USC Marshall School of Business
C TM
Finding Value for the Mobile User August 2006
Elizabeth Fife, Ph.D. Principal Researcher CTM
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USC
Worldwide Mobile Internet Study
US Survey Results2004 2005
Useful and easy to use services built around
communications

Reliable performance for voice and good customer
support
Pricing plans that are straight-forward
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USC
Worldwide Mobile Internet Study
WMIS
Annual survey of mobile users in Asia US and
Europe Consortium participants Canada Finland
Greece Hong Kong Japan Korea Taiwan Sweden China
Malaysia Australia USA Denmark
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USC
Worldwide Mobile Internet Study Industry
Organizational Supporters
Cingular CIBER (USC) SK Telecom Yahoo
Korea Widerthan KT Freetel Intel Sonera MSN
Hutchinson Chunghua Telecom Toshiba NTT Sam
sung Mobitai Telecom Sony Sony Ericsson
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USC
Consortium Goals
Worldwide Mobile Internet Study
To provide more reliable statistics about mobile
users than are currently available
To measure cross-cultural differences in mobile
service usage
To demonstrate business implications for new
service development based upon unbiased data
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USC
CTM
USC
CTM
WORLDWIDE MOBILE INTERNET STUDY
WORLDWIDE MOBILE INTERNET STUDY
Perceived Relative Value of Mobile Services - 2006
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USC
CTM
USC
CTM
WORLDWIDE MOBILE INTERNET STUDY
WORLDWIDE MOBILE INTERNET STUDY
Perceived Relative Value of Mobile Services - 2006
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USC
CTM
USC
CTM
WORLDWIDE MOBILE INTERNET STUDY
WORLDWIDE MOBILE INTERNET STUDY
Perceived Relative Value of Mobile Services - 2006
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USC
CTM
USC
CTM
WORLDWIDE MOBILE INTERNET STUDY
WORLDWIDE MOBILE INTERNET STUDY
Perceived Relative Value of Mobile Services - 2006
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USC
CTM
USC
CTM
WORLDWIDE MOBILE INTERNET STUDY
WORLDWIDE MOBILE INTERNET STUDY
Perceived Relative Value of Mobile Services - 2005
Fun and Function
of respondents
Percentage of Respondents
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USC
CTM
USC
CTM
WORLDWIDE MOBILE INTERNET STUDY
WORLDWIDE MOBILE INTERNET STUDY
Perceived Relative Value of Mobile Services
U.S. 2006
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USC
CTM
USC
CTM
WORLDWIDE MOBILE INTERNET STUDY
WORLDWIDE MOBILE INTERNET STUDY
Perceived Relative Value of Mobile Services
U.S. 2006
13
USC
CTM
USC
CTM
WORLDWIDE MOBILE INTERNET STUDY
WORLDWIDE MOBILE INTERNET STUDY
Perceived Relative Value of Mobile Services
Australia 2006
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USC
CTM
USC
CTM
WORLDWIDE MOBILE INTERNET STUDY
WORLDWIDE MOBILE INTERNET STUDY
Perceived Relative Value of Mobile Services
Korea 2006
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USC
CTM
USC
CTM
WORLDWIDE MOBILE INTERNET STUDY
WORLDWIDE MOBILE INTERNET STUDY
Perceived Relative Value of Mobile Services - 2005
Conditions for using mobile services USA
Prices for Services were Lower
Services were more Useful
Services were easier to Use
Services were more Fun
Percentage Agreeing
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USC
CTM
USC
CTM
WORLDWIDE MOBILE INTERNET STUDY
WORLDWIDE MOBILE INTERNET STUDY
WMIS Survey Insights
Perceived relative value of communications
related data services is high for all markets
studied
Despite differences in social norms and varying
degrees of mobile service readiness information
services are also seen as having a high level of
value
Data services related to commerce are still
nascent. Entertainment related services have
higher value in Korea than U.S.
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USC
CTM
USC
CTM
WORLDWIDE MOBILE INTERNET STUDY
WORLDWIDE MOBILE INTERNET STUDY
Location And Usage U.S. 2006
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USC
CTM
USC
CTM
WORLDWIDE MOBILE INTERNET STUDY
WORLDWIDE MOBILE INTERNET STUDY
Location And Usage U.S. 2005
In Transit
In Public
At Work
At a Friends
At Home
Percentage Agreeing Likely or Very likely
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USC
CTM
USC
CTM
WORLDWIDE MOBILE INTERNET STUDY
WORLDWIDE MOBILE INTERNET STUDY
Location And Usage Taiwan 2006
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USC
CTM
USC
CTM
WORLDWIDE MOBILE INTERNET STUDY
WORLDWIDE MOBILE INTERNET STUDY
WMIS Survey Insights
Location of use patterns seem to vary by
geography
In all mobile markets, services are used in
public and in transit
In US use-patterns related to location are
diffuse
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USC
CTM
USC
CTM
WORLDWIDE MOBILE INTERNET STUDY
WORLDWIDE MOBILE INTERNET STUDY
U.S. Work - Personal Life Balance - 2006
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USC
CTM
USC
CTM
WORLDWIDE MOBILE INTERNET STUDY
WORLDWIDE MOBILE INTERNET STUDY
USA Work - Personal Life Balance - 2005
Percentage Agreeing Likely or Very likely
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USC
CTM
USC
CTM
WORLDWIDE MOBILE INTERNET STUDY
WORLDWIDE MOBILE INTERNET STUDY
Korea Work - Personal Life Balance - 2006
Percentage Agreeing Likely or Very likely
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USC
CTM
USC
CTM
WORLDWIDE MOBILE INTERNET STUDY
WORLDWIDE MOBILE INTERNET STUDY
Korea Work - Personal Life Balance - 2005
Percentage Agreeing Likely or Very likely
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USC
CTM
USC
CTM
WORLDWIDE MOBILE INTERNET STUDY
WORLDWIDE MOBILE INTERNET STUDY
Comparative Findings
Across all markets, mobile phones are used for
personal purposes more than work-related activity
Perception that usage is work-related is
stronger in U.S. market than others examined in
survey
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USC
CTM
USC
CTM
WORLDWIDE MOBILE INTERNET STUDY
WORLDWIDE MOBILE INTERNET STUDY
Objectives for 2007 Survey
Determining User Value Identifying the nexus of
work/life services
Understanding the Mobile Interface User behavior
across multiple devices
Getting Value from Cross-Cultural
Comparisons Better understanding of universal
and specific market preferences
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USC Marshall School of Business
Center for Telecom Management University of
Southern California www.marshall.usc.edu/ctm
Elizabeth Fife, Ph.D.