With Smartphone Sales Continuing to Surge, Personalized Data Services will be Key in Maintaining Mobile Growth

Mobile Messaging 2.0 (Aug 24 2009)

Categories:
Technologies: MMS, Mobile Applications, Mobile Marketing, Mobile Security, Mobile Social Networking, Mobile Spam, Operator Services, Smartphones, SMS
Regions: Americas, APAC, EMEA
Standards & Legislation: Congress & FCC, Distracted Driving, Handset Exclusivity

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  1. Smartphone sales both in Europe and North America continue to surge.  According to a new report from Pyramid Research total European smartphone sales are expected to grow 22 percent in 2009 compared with the previous year. Likewise, in the U.S. NPD Group is reporting smartphone purchases continued to rise 47 percent in Q2 in addition to feature phones taking a significant portion of the market, accounting for 72 percent of handset purchases.

     

    But carriers must remember where consumer interest in smartphone devices is coming from. Slick devices alone do not keep data revenue consistently high; personalized, feature-rich applications are an integral part in carriers’ long term data strategy. And with this explosive interest in feature-rich apps comes increased opportunity for hackers to steal sensitive and personal information. Because mobile apps utilize and collect personal data, enriching these apps with layers of security to protect against misuse will become a crucial element in maintaining – and growing – consumer use of mobile apps. 

     

    Mobile security has always been a critical issue for carriers. As we’ve discussed here at MM2 and what we see on a daily basis at Airwide Solutions, operators must remember that their main weapon is - and will continue to be - innovative data services and secure applications that are aligned with the handset functionality.

     

    In other words, the key to driving data services will be developing innovative applications tuned to the latest handsets and enhancing them with personalized information which deliver real value to the subscriber securely. Wireless carriers are in the perfect position to take the current “app store phenomenon” to the next level by enriching applications with unique capabilities like messaging and browsing, location, user profiling, presence information, security, charging and others, making them powerful, feature-rich and closely aligned with subscriber expectations. In the process, carriers can also secure the appropriate share of untapped revenues, generate interactive engagement with subscribers and regain control of the subscriber experience.

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