P1246341508Cavup

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USC Marshall School of Business
C TM
User Perspectives on Mobile Data Services June
1, 2007 Global Mobility Roundtable
Elizabeth Fife Principal Researcher
CTM ideas, people and knowledge for the network
digital industry
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USC
Worldwide Mobile Data Services Study
WMDSS
6th annual survey of mobile users in Asia US and
Europe Consortium participants Canada Finland
Greece Hong Kong Japan Korea Taiwan Sweden China
Malaysia Australia USA Denmark
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USC
Worldwide Mobile Data Services Study
WMDSS
5th annual survey of mobile users in Asia US and
Europe Consortium participants Canada Finland
Greece Hong Kong Japan Korea Taiwan Sweden China
Malaysia Australia USA Denmark
4
USC
Worldwide Mobile Data Services Study
Consortium Goals
To provide more comparable data about mobile
users than is currently available
To analyze user behavior across diverse markets
To illuminate the situations and uses of mobile
services that users find compelling
5
USC
US Survey Results 2004 - 2007
Things Havent Changed
Easy to use services built around communications

Reliable performance for voice and good customer
support
Price sensitivity
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USC
CTM
USC
CTM
WORLDWIDE MOBILE INTERNET STUDY
WORLDWIDE MOBILE DATA SERVICES STUDY
Perceived Relative Value of Mobile Device - U.S.
2006
18-24 yr. olds
25-34 yr. olds
Better performance
Easier to use
New features
Integrated device
Music downloads
Video downloads
Better gaming functionality
agreeing
agreeing
7
USC
CTM
USC
CTM
WORLDWIDE MOBILE INTERNET STUDY
WORLDWIDE MOBILE DATA SERVICES STUDY
US Factors Motivating Replacement of Phone - 2007
Percent Agreeing Important
better performance
faster access to data services
multi- functions
games
music
simpler
communications features
design
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USC
CTM
USC
CTM
WORLDWIDE MOBILE INTERNET STUDY
WORLDWIDE MOBILE DATA SERVICES STUDY
Perceived Relative Value of Mobile Services US -
2006
Conditions for using mobile data services
Prices for services were lower
Customer support was better
Services were easier to use
Services were more useful
Services were more fun
Percentage Agreeing
9
USC
CTM
USC
CTM
WORLDWIDE MOBILE INTERNET STUDY
WORLDWIDE MOBILE DATA SERVICES STUDY
4 Categories of Data Services
10
USC
CTM
USC
CTM
WORLDWIDE MOBILE INTERNET STUDY
WORLDWIDE MOBILE DATA SERVICES STUDY
Value of Mobile Services - 2006
not often
somewhat
often
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USC
CTM
USC
CTM
WORLDWIDE MOBILE INTERNET STUDY
WORLDWIDE MOBILE DATA SERVICES STUDY
Value of Mobile Services - 2006
not often
somewhat
often
12
USC
CTM
USC
CTM
WORLDWIDE MOBILE INTERNET STUDY
WORLDWIDE MOBILE DATA SERVICES STUDY
Value of Mobile Services - 2006
not often
sometimes
often
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USC
CTM
USC
CTM
WORLDWIDE MOBILE INTERNET STUDY
WORLDWIDE MOBILE DATA SERVICES STUDY
Value of Mobile Services - 2006
not often
sometimes
often
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USC
CTM
USC
CTM
WORLDWIDE MOBILE INTERNET STUDY
WORLDWIDE MOBILE DATA SERVICES STUDY
Value of Mobile Services US Users Most Willing to
Pay 2006
of responses
commerce
communication
information
entertainment
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USC
CTM
USC
CTM
WORLDWIDE MOBILE INTERNET STUDY
WORLDWIDE MOBILE DATA SERVICES STUDY
What is the most you would be willing to pay as
monthly fee from unlimited wireless data services
(by age) 2007
of responses
16
USC
CTM
USC
CTM
WORLDWIDE MOBILE INTERNET STUDY
WORLDWIDE MOBILE DATA SERVICES STUDY
Value of Mobile Services Korea Most Intense Users
2006
of responses
commerce
communication
information
entertainment
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USC
CTM
USC
CTM
WORLDWIDE MOBILE INTERNET STUDY
WORLDWIDE MOBILE DATA SERVICES STUDY
Perceived Relative Value of Mobile Services -
U.S. 2007
How often do you use each service?
of responses
communicating
purchasing
information
entertainment
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USC
CTM
USC
CTM
WORLDWIDE MOBILE INTERNET STUDY
WORLDWIDE MOBILE DATA SERVICES STUDY
Comparative Results
Across several markets, (US, Japan, Australia)
mobile phones are valued for communication
activities
Low use of m-commerce services across all markets
Most intense users in Korea use information and
entertainment services, US only use communication
services
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USC
CTM
USC
CTM
WORLDWIDE MOBILE INTERNET STUDY
WORLDWIDE MOBILE DATA SERVICES STUDY
Perceived Relative Value of Mobile Services -
U.S. 2006
Most interesting type of video programming
Percentage Agreeing
pre-recorded TV
live TV
short movies
video clips
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USC
CTM
USC
CTM
WORLDWIDE MOBILE INTERNET STUDY
WORLDWIDE MOBILE DATA SERVICES STUDY
Perceived Relative Value of Mobile Services
U.S. 2006
Willingness to pay per month for mobile video/TV
services
0 - 4
5-10
11-15
16 - 20
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USC
CTM
USC
CTM
WORLDWIDE MOBILE INTERNET STUDY
WORLDWIDE MOBILE DATA SERVICES STUDY
Comparative Results
Preference of US users is for live TV over
video or pre-recorded types of content
Willingness to pay for mobile video is generally
low
Context of mobile video usage is not yet clear
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USC
CTM
USC
CTM
WORLDWIDE MOBILE INTERNET STUDY
WORLDWIDE MOBILE DATA SERVICES STUDY
Perceived Relative Value of Mobile Services -
U.S. 2007
Do you use Wi-Fi access more for personal or
work-related activities?
of responses
Mainly for personal
Exclusively for personal
Exclusively for work
Mainly for work
50/50
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USC
CTM
USC
CTM
WORLDWIDE MOBILE INTERNET STUDY
WORLDWIDE MOBILE DATA SERVICES STUDY
Perceived Relative Value of Mobile Services -
U.S. 2007
When are you most likely to access the Internet
via Wi-Fi?
of responses
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USC
CTM
USC
CTM
WORLDWIDE MOBILE INTERNET STUDY
WORLDWIDE MOBILE INTERNET STUDY
Perceived Relative Value of Mobile Services -
U.S. 2007
Where do you use data services?
of responses
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USC
CTM
USC
CTM
WORLDWIDE MOBILE INTERNET STUDY
WORLDWIDE MOBILE DATA SERVICES STUDY
US Work - Personal Life Balance - 2007
Percentage Agreeing Likely or Very likely
exclusively personal
exclusively work
mainly for work
about 50/50
mainly personal
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USC
CTM
USC
CTM
WORLDWIDE MOBILE INTERNET STUDY
WORLDWIDE MOBILE DATA SERVICES STUDY
US Work - Personal Life Balance by age - 2007
Percentage Agreeing Likely or Very likely
18 24 yrs.
25 34 yrs.
35 49 yrs.
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USC
CTM
USC
CTM
WORLDWIDE MOBILE INTERNET STUDY
WORLDWIDE MOBILE DATA SERVICES STUDY
Korea Work - Personal Life Balance - 2006
Percentage Agreeing Likely or Very likely
exclusively work
mainly for work
about 50/50
mainly personal
exclusively personal
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USC
CTM
USC
CTM
WORLDWIDE MOBILE INTERNET STUDY
WORLDWIDE MOBILE DATA SERVICES STUDY
How do people learn about mobile data services
25-34 yrs. U.S. 2006
Percentage Agreeing
magazines
radio
Internet
TV ads
movies
newspapers
wireless store
friends
29
USC
CTM
USC
CTM
WORLDWIDE MOBILE INTERNET STUDY
WORLDWIDE MOBILE DATA SERVICES STUDY
Comparative Findings
Demand exists for content and services useful to
daily life
Across markets, mobile phones are used for
personal purposes more than work-related activity
In the US greater perception of the mobile
phone as work/productivity related compared to
other markets
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USC Marshall School of Business
Center for Telecom Management University of
Southern California www.marshall.usc.edu/ctm
Elizabeth Fife