Operators at the heart of total communication

Andrew Gilbert

Due to the rise of social networking on mobile and the increasing use of mobile phones on a daily basis, the traditional concept of mobile communication has gone beyond merely talk and text. The widespread global deployment of next-generation HSPA networks and the expectation that shipment of 3G devices will surpass that of 2G devices in 2009, means the blurring of the communication and data worlds is now complete.

This is the dawn of total communication and it is reliant on mobilising the Internet.

It's not just the likes of Facebook and MySpace that are attracting mobile users to access the Internet, but Mobile 2.0 has advanced considerably in terms of mobilised Internet experience, entertainment, advertising, location-services and e-marketing. This has helped marketers to connect directly with their customers: from a bank delivering a balance to their consumers, to a brand raising consumer awareness through marketing initiatives and promotions.

Mobile content now does not only include ringtones, wallpapers and games, but has expanded its services. It provides personalised content to consumers, which in turn has opened new business opportunities for the Mobile industry and to alternative industries attracted to the mobile device's ability to deliver here-and-now relevant content.

This attraction has resulted in a multiplicity of new channels for the mobile customer; a relationship governed by the mobile operator. The operators are now coming under increasing pressure from emerging direct-to-consumer players such as OEMs and WebCos, so they need to carefully monitor the increased use of the Internet by their subscribed users and make sure they remain the smart pipe in capitalising on the direct customer relationship and the treasure trove that is its meta data. 

Operators are in a unique position to monetise the Internet, since they are allowed to determine "screen real estate" and distribution. With the right Internet strategy, they can deliver compelling Internet content to their mobile subscribers and also derive value-added business-to-business revenues ranging from premium content to targeted advertising that is valued by consumers.

Such a strategy relies on increased personalisation and the ability to narrow down a global mobile population of 4 million to an audience of one. This can be achieved through a better understanding of consumer tastes and preferences. Operators need to collect relevant consumer profile information based on their accessed mobile content.

However, they also have to actively formalise standards of privacy protection for consumers worldwide and ultimately, make proper use of consumer databases.

Andrew Gilbert is an executive vice president and president of Qualcomm Internet Services, MediaFLO Technologies and Qualcomm Europe.