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There’s a New Recipe to Uplift Consumer Mobile Behaviour, Says IDC

  • 10 May, 2006 11:42

<p>NORTH SYDNEY, May 10th, 2006 – IDC's latest research in the consumer mobile market has found that as a mobile market matures and its subscriber base reaches saturation, mobile operators begin to feel the creep of stagnation and commoditisation. This accelerates the downward spiral of the average revenue per user (ARPU). IDC research has identified that the i-mode platform, developed by Japan's NTT DoCoMo, embodies the qualities that combat this effect and fundamentally alters consumer mobile behaviour.</p>
<p>"Advancing consumer behaviour and revolutionising mobile services can be accomplished, as seen in the i-mode platform. Business entities in the mobile ecosystem need to quickly align themselves towards achieving this common strategic goal," says Jerson Yau, IDC Australia's Associate Analyst for Wireless and Mobility. He adds, "This paradigm shift can be evolutionary, but its expediency must border on the revolutionary, else a valuable window of opportunity in uplifting consumer behaviour may pass by."</p>
<p>This study, titled "Follow The Yellow Brick Road: The Consumer, The Carrier, and The i-mode Platform" examines the roadmap of NTT DoCoMo's i-mode platform and how emerging mobile non-voice applications have used it as a vehicle to enter the mobile market. From the genesis of the i-mode platform to the mobile applications that have punctuated its success, i-mode is an exemplary realisation of convergence on the mobile platform of highly advanced mobile applications that facilitates peoples' everyday lifestyles. Key findings in the report include:</p>
<p># The i-mode platform was created with the strategic goal of resisting consumer stagnation and commoditisation, and was positioned to confront and resolve Japan's under-served Internet access market.</p>
<p># The examination of innovative, advanced mobile applications on the 2G (MOVA) and 3G (FOMA) networks were punctuated offerings that were fast to market and deemed revolutionary by consumers. A seamless and effortless usage experience by consumers helped ensure its success.</p>
<p># Keystone non-voice applications on MOVA were: i-appli (a software applications framework), i-area (a location based service (LBS)), and i-shot (a digital picture delivery service). With the advent of the FOMA network, non-voice applications evolved to include: i-motion (a mobile video service), i-channel (a content subscription service), FeliCa (a near field communications (NFC) service), "osaifu-keitai" (a m-commerce framework), and DCMX (a m-commerce credit card).</p>
<p># Exporting the i-mode platform and translating NTT DoCoMo's success with it into other mobile markets requires a great deal of tailoring and compromise by the local mobile operators. Mobile operators who do not see the results they had hoped for by offering i-mode react drastically. They either devalue the platform or abandon it - causing uncertainty with their customers and peers alike.</p>
<p># IDC recommendations for the overall mobile market to ensure that proper resources are allocated to an organisation's ongoing i-mode strategy, and for new entrants to be mindful of their strategic goals with the i-mode platform. For consumers, it is imperative that advanced mobile services remain accessible and intuitive, and that they do not miss their window of opportunity. For business entities, they should consider taking risks with innovative services, as well as collaborate and partner to help realise new business models and channels.</p>
<p>For press enquiries please contact:
Jerson Yau Associate Analyst, Wireless &amp; Mobility Phone: 61 2 9925 2205 Email:</p>
<p>Click here to view the press release online:</p>
<p>Click here to subscribe to IDC press releases and newsletters online:</p>

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