Latest market research from elata points to consumer power
21st January 2002 - Operators of GPRS and 3G mobile networks desperate to improve service margins and cash flow may currently be looking to completely the wrong market to improve their fortunes.
Some of the mobile operators in Europe, keen to recoup the large sums owed for 3G licences, have incorrectly assumed the market for corporate mobile data services will provide the largest upturn in incremental revenue.
“I challenge that assumption,” says Matt Hooper, Vice President of Marketing and Alliances at elata, a UK-based mobile data software specialist. “Most operators will see the largest upturn in incremental revenue from the consumer market, because emerging services and applications are aligned to the mass market,” he explains. “Consumers are normally happy to throw away old technology and replace it with something better if the proposition is right.”
However, corporates tend to use different criteria to consumers when investing in mobile equipment and services, such as extended device longevity, compatibility with existing IT systems and ease of access to specific corporate data.
These factors limit the amount of investment mobile operators may want to make in developing new services to penetrate this sector ahead of the consumer market. Central to generating new revenue streams and increasing margin in the consumer market is the ability to deliver new services that offer a compelling subscriber experience over the majority of handsets.
“To generate sustainable revenues, operators must create new market propositions to drive value from every subscriber relationship,” continues Hooper.
Key to overcoming this is the increasing popularity of wireless Java applications, which offer operators the efficiencies of having to develop a particular service only once for all Java-enabled handsets.
“I’d be surprised if pretty much all mobile handsets by the end of this year weren’t Java-enabled or didn’t support Java in some way,” predicts Hooper. “However, Java isn’t going to supersede everything, and operators need to consider Java as part of a portfolio of services including WAP, logos, ringtones and third party services among others.”
Operators currently use separate platforms to deliver these services, complete with their own individual operational and billing support systems. This type of architecture is relatively expensive and complex to operate and manage, offering low returns on capital investments.
“Binding a whole set of discrete solutions like this is difficult, and I think what operators need to penetrate the next generation consumer market is a platform which delivers different services in a marketing led and unified way. This should give the subscriber an enhanced experience and maximise the revenue earning potential for the operator,” says Hooper.
NB. Matt Hooper will be speaking at the Wireless Java conference at Le Meridien Waldorf in Central London on Monday, 21st January. elata will also be exhibiting at the conference and demonstrating the subscriber services management capabilities of the elata senses platform.
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elata has been developing Java software solutions since 1996 and has created elata senses to address the new generation needs of the mobile service provider. Platform and device independent, elata senses enables the service provider to:
· Manage and model the subscriber base to enable targeting and personalisation of services
· Deliver all data services to all mobile devices from WAP and Java phones to 3G handsets and PDAs
· Manage all types of mobile devices and deliver services in the correct format for the device OS
· Administer the portfolio of services and applications from third party providers
· Integrate with legacy systems, linking seamlessly to billing, CRM and fault systems
· Enable subscribers to select services for their device and manage their personal profile
elata senses offers carrier class scalability and fully integrates into an end-to-end OSS/BSS system. Whether delivering targeted services or managing the mobile desktop, elata senses removes the complexities of modern data delivery and management and sets a clear migration path to third generation technologies and beyond. Visit the website at www.elata.com
For more information, please contact:
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Nelson Bostock Communications
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