Everyone in the Telecom and IT industries is well aware of the phenomenal growth of mobile internet use in recent years. The IT gurus at Forrester have stated that 125 million people in Europe will be using mobile Internet by 2013, three times today’s rate. For those in the analytic industry, the real challenge is to be able to provide clients with the facts they need to develop the next mobile internet solution.
Consumers are now well-attuned to Internet on the go, especially those in the 18-24 age group and they are demanding quicker, faster and better devices and applications all of the time. Providers are realizing and reacting to this group’s desire for flexible payment options witnessed by the dramatic rise in pay-as-go mobile devices and bundled packages. These users are also continuously seeking the quickest and highest bandwidth networks.
While most users are not particularly interested in the back office work that goes into providing high quality mobile web experiences, providers know what a challenge this is. The Internet was and still is primarily geared towards the personal computer experience with large screens and fast broadband speeds. It was not until the iPhone appeared on the scene did the industry start moving to what is called the One Web concept as a mobile internet solution.
This is one of the reasons why mobile service providers and device manufacturers are increasingly looking to analytic services because of their knowledge and experience in identifying trends in mobile internet usage. One of the key areas for providers is planning for network expansion and capacity. Analytics can give mobile data network administrators assistance in determining areas within the network that can expect congestion and help them find bandwidth solutions to meet these challenges.
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Building a complete profile of providers’ customers is the key to understanding which mobile internet solution is needed next. Analytical research looks at factors like the subscribers’ demographics, their subscription choices, interest areas and their preferred payment options.Having this profile gives the provider the information needed to concentrate their resources on the applications and services that their clients want and need and not necessarily on the latest fly-by trends.
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