Market Overview
With substantial investments in mobile networks, operators are continuing to drive data revenue and profit alongside voice revenue from the growth of content services such as games, pictures and multimedia. Research predicts that mobile content could be worth in excess of $1 trillion by 2015*, with voice accounting for only 10% market share. *'Global independent telecommunications research – Mobile Content & Services – 2008' Paul Budde Communication Pty Ltd., Jan 2008)
The convergence of traditional Internet and wireless services is increasingly evident, driven by user demand to access and update information on-the-go. This is particularly apparent in the continued migration of 'Web 2.0' services such as social networking tools onto mobile devices; a trend which is set to continue. According to recent research* by 2012 there will be 950 million users worldwide accessing social networking sites via their mobile devices. *Pyramid Research, Feb 2008
However, despite higher speed networks, larger phone screens and flat-rate data tariffs driving the development of mobile Internet services, data uptake remains constrained - often due to a less than compelling user experience. Operators have a key part to play in the data value chain, by focusing on this Quality of Experience – combing discovery of services, tariffs, device and network compatibility and breadth of service choice.
SurfKitchen, the market leader in On-Device Portals (ODP), believes that Quality of Experience is the key to unlocking mobile data's potential for both operators and users. Our ODP software enables information to be cached onto the mobile device itself, to provide a more compelling access point to mobile data services and the mobile Internet, allowing consumers to easily discover and consume the services of their choice.
To this end, SurfKitchen's 'next generation' of ODP focuses on providing a truly superior user experience with 'zero-click' or 'one-click' access. SurfKit Phonetop – SurfKitchen's integrated suite of on-device applications - lets operators offer their subscribers a broader, more relevant choice of content services whilst more easily monetizing these services and developing all-important new revenue streams.
Click and go…. why wait?
Analyst Quote
"One of the biggest obstacles facing carriers' ability to generate repeat purchases for download content is ease-of-use or the number of "clicks" it takes to get to the content. Carriers do not have much control over the basic menu functions of a wireless handset, as this is mainly dictated by the handset vendor. However, carriers have alternative methods to drive customer awareness and repeat business for wireless content outside of the constraints of the initial handset vendor user interface (UI) menu. In some cases, carriers work closely with vendors to establish a one-click button to access the carrier's content library."
Suzzana Ellyn - Senior Analyst
Wireless Services, Current Analysis