THE FUTURE IS MOBILE

The key findings of the EPS investigation of the burgeoning mobile information services marketplace are:

• Mobile phone use in the UK already outstrips internet usage. The mobile phone looks to be the number one wireless data access device of the future.
• Europe is ahead of the US in data traffic carriage on the wireless networks, and is likely to remain ahead.
• Network operators own the customer. They are in a powerful position because they have already established transactional relationships with their customers.
• Network operators are increasingly seeking to differentiate their services.
• Partnering with content providers and leveraging their brand strength will be a key factor in the future success of mobile network operators.
• Successful wireless data services will exploit the unique characteristics of the mobile networks, namely, timeliness, location-based and remote data access for closed network (i.e. intra- and extranet) environments.
• The wireless data market is still maturing. Whilst WAP seems to be evolving as the standard protocol for wireless data delivery, there are other proprietary solutions in the marketplace.
• Content providers should take into account the full range of existing and emerging delivery technologies when developing new services.
• Converting HTML legacy data into wireless ready information services for wireless delivery is not difficult. Developing the right kinds of services (in terms of both content and design) for a mobile market is key.
• Although the market is still in its infancy in many ways, many key information providers are making moves to develop wireless data services now.
• The future of wireless data services will be driven by partnerships, replicating our experience in the internet via PC and digital television worlds.