Telecoms need to put growth on track: study
Reliability and price are top priority in choosing phones
Consumers would like to use their mobile phones as a credit card In 2010, the number of mobile phone subscriptions is expected to reach five billion globally. The outlook for telecommunications providers is dynamic, but far from certain. Growing competition from non-traditional providers, rapidly rising demand for network bandwidth and consumer expectations for new technologies have emerged as key issues that will shape the future of the sector. Against this backdrop, Oracle has released the findings of its Opportunity Calling: The Future of Mobile Communications report. During the survey it was found that the Asia Pacific market contains unrealised potential for telecommunications providers. This article summarises the findings of the survey and concludes with some recommendations on how telecommunication companies can use them to plan ahead for growth and generate new revenue opportunities. RELIABILITY AND PRICE
Despite the smartphone revolution, this study shows that consumers everywhere still value reliability and price over technological innovation. Less than half the respondents said they look for state-of-the-art handsets. By comparison, 85 percent rated reliability and 81 percent rated price as top priorities. However, 77 percent said price would be their main motivator to change service providers. Further, although 82 percent of customers said their provider was currently doing a good job, more (83 percent) said they might consider switching to non-traditional providers such as Google, Sony, Apple or Facebook if these offered similar pricing and service quality. By comparison, consumers in the Asia Pacific market seem slightly more conservative. Fewer (73 percent compared to 77 percent) said they would switch to another provider because of better pricing and less (78 percent compared to 83 percent) would consider a non-telecom company as their provider. NEW MOBILE TECHNOLOGIES AND APPLICATIONS
Within five years, more users are likely to connect to the internet using their handsets than from desktop PCs, a trend that is driving demand for more innovative features. According to the report, 54 percent of mobile phone users expect their phones to replace their GPS systems and iPod or MP3 player within five years. Fifty two percent thinks phones are likely to supersede digital cameras. Twenty seven percent wants to use them as their PC and video recorder, 22 percent as an e-reader and 16 percent as a television. The younger demographic (1833 years) are three times as likely to use their phone as an entertainment device and twice as likely to use their phone as a personal computer than those aged 4664 years. In terms of general usage, 94 percent of Asia Pacific customers use their phone as a communications device and 29 percent as a mini computer. Notably, 38 percent use it for entertainment, which is well ahead of uptake in the United States (20 percent), Europe (33 percent) and the Middle East (32 percent). In the Asia Pacific, 81 percent of consumers have used their phone to send a text message, 47 percent to read or send email, and 18 percent to update their status on a social media sites. Respondents to the survey anticipated that by 2015, their phones would incorporate new applications and features that would enable them to do everything from starting a car to being used as a credit card. Although the majority (58 percent) indicated that they would like to use their phones instead of cash or cards for purchases, there is still some caution about the prospect. Thirty nine percent said they were not comfortable with the idea, but this was offset by the fact that 61 percent were. Citizens in the Generation Y category (born between 1977 and 1992) were more at home with the concept of using their phones to make purchases, while slightly more than half (52 percent) of Baby Boomers (born between 1946 and 1964) were comfortable with the concept. In both generation groups, males were more comfortable with the idea than females. Consumers want to have the ability to chat via video and scan barcodes to access online content. However, the survey reveals that while most want these features, only 17 percent and 10 percent respectively would be prepared to pay for them. Their greatest interest was the ability to monitor and manage home electricity use. Sixty seven percent of the respondents said they want this feature and 22 percent would be willing to pay for it. Five years from now, 49 percent of Asia Pacific consumers expect their phone to replace their digital camera, 34 percent their credit card and 30 percent their PC. ADVERTISING REVENUE
Advertising direct to mobiles is a potential revenue generator. In the survey, 68 percent of respondents said they would be happy to receive advertising on their mobile phones in exchange for price discounts or added services. This was particularly evident in the Asia Pacific market, where 13 percent of survey respondents said they would be interested in receiving free downloads in exchange for listening to or watching advertisements on their handsets, compared to just 7 percent globally. Worldwide, there is real reluctance to receive localised commercial content based on user location because of privacy and security concerns. RECOMMENDATIONS FOR TELCOS
The report confirms that while technical innovation is essential to meeting the future demands of consumers, it will be critical to first ensure that the 'brass tacks' of service activation, delivery and billing are seamless, accurate and fast. Telcos also need to build and analyse customer data to ensure customer needs are met quickly. Finally, telcos need to plan for the future by working with their technology providers to ensure network and back-end systems are scalable, securely open to developers, and integrated across services. The writer is the managing director of Oracle Pakistan and South Asia Growth Economies. Over 3,000 mobile phone users around the world were surveyed on their use and perceptions of mobile phones, interest in new technologies, and expectations for the next generation of mobile communication. Twenty percent were from the Asia Pacific.
Consumers would like to use their mobile phones as a credit card In 2010, the number of mobile phone subscriptions is expected to reach five billion globally. The outlook for telecommunications providers is dynamic, but far from certain. Growing competition from non-traditional providers, rapidly rising demand for network bandwidth and consumer expectations for new technologies have emerged as key issues that will shape the future of the sector. Against this backdrop, Oracle has released the findings of its Opportunity Calling: The Future of Mobile Communications report. During the survey it was found that the Asia Pacific market contains unrealised potential for telecommunications providers. This article summarises the findings of the survey and concludes with some recommendations on how telecommunication companies can use them to plan ahead for growth and generate new revenue opportunities. RELIABILITY AND PRICE
Despite the smartphone revolution, this study shows that consumers everywhere still value reliability and price over technological innovation. Less than half the respondents said they look for state-of-the-art handsets. By comparison, 85 percent rated reliability and 81 percent rated price as top priorities. However, 77 percent said price would be their main motivator to change service providers. Further, although 82 percent of customers said their provider was currently doing a good job, more (83 percent) said they might consider switching to non-traditional providers such as Google, Sony, Apple or Facebook if these offered similar pricing and service quality. By comparison, consumers in the Asia Pacific market seem slightly more conservative. Fewer (73 percent compared to 77 percent) said they would switch to another provider because of better pricing and less (78 percent compared to 83 percent) would consider a non-telecom company as their provider. NEW MOBILE TECHNOLOGIES AND APPLICATIONS
Within five years, more users are likely to connect to the internet using their handsets than from desktop PCs, a trend that is driving demand for more innovative features. According to the report, 54 percent of mobile phone users expect their phones to replace their GPS systems and iPod or MP3 player within five years. Fifty two percent thinks phones are likely to supersede digital cameras. Twenty seven percent wants to use them as their PC and video recorder, 22 percent as an e-reader and 16 percent as a television. The younger demographic (1833 years) are three times as likely to use their phone as an entertainment device and twice as likely to use their phone as a personal computer than those aged 4664 years. In terms of general usage, 94 percent of Asia Pacific customers use their phone as a communications device and 29 percent as a mini computer. Notably, 38 percent use it for entertainment, which is well ahead of uptake in the United States (20 percent), Europe (33 percent) and the Middle East (32 percent). In the Asia Pacific, 81 percent of consumers have used their phone to send a text message, 47 percent to read or send email, and 18 percent to update their status on a social media sites. Respondents to the survey anticipated that by 2015, their phones would incorporate new applications and features that would enable them to do everything from starting a car to being used as a credit card. Although the majority (58 percent) indicated that they would like to use their phones instead of cash or cards for purchases, there is still some caution about the prospect. Thirty nine percent said they were not comfortable with the idea, but this was offset by the fact that 61 percent were. Citizens in the Generation Y category (born between 1977 and 1992) were more at home with the concept of using their phones to make purchases, while slightly more than half (52 percent) of Baby Boomers (born between 1946 and 1964) were comfortable with the concept. In both generation groups, males were more comfortable with the idea than females. Consumers want to have the ability to chat via video and scan barcodes to access online content. However, the survey reveals that while most want these features, only 17 percent and 10 percent respectively would be prepared to pay for them. Their greatest interest was the ability to monitor and manage home electricity use. Sixty seven percent of the respondents said they want this feature and 22 percent would be willing to pay for it. Five years from now, 49 percent of Asia Pacific consumers expect their phone to replace their digital camera, 34 percent their credit card and 30 percent their PC. ADVERTISING REVENUE
Advertising direct to mobiles is a potential revenue generator. In the survey, 68 percent of respondents said they would be happy to receive advertising on their mobile phones in exchange for price discounts or added services. This was particularly evident in the Asia Pacific market, where 13 percent of survey respondents said they would be interested in receiving free downloads in exchange for listening to or watching advertisements on their handsets, compared to just 7 percent globally. Worldwide, there is real reluctance to receive localised commercial content based on user location because of privacy and security concerns. RECOMMENDATIONS FOR TELCOS
The report confirms that while technical innovation is essential to meeting the future demands of consumers, it will be critical to first ensure that the 'brass tacks' of service activation, delivery and billing are seamless, accurate and fast. Telcos also need to build and analyse customer data to ensure customer needs are met quickly. Finally, telcos need to plan for the future by working with their technology providers to ensure network and back-end systems are scalable, securely open to developers, and integrated across services. The writer is the managing director of Oracle Pakistan and South Asia Growth Economies. Over 3,000 mobile phone users around the world were surveyed on their use and perceptions of mobile phones, interest in new technologies, and expectations for the next generation of mobile communication. Twenty percent were from the Asia Pacific.
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