Mobile Services Report: A Global Perspective
 Executive Summary
As a new service to members, the GSMA has produced a comprehensive report on consumer awareness, trends and expectations of emerging mobile services in Europe, North America and Asia.
Despite massive investments in 3G networks, overall uptake of non-voice services other than SMS has been limited; furthermore, the evolution of the market has been characterised by significant geographic and demographic differences.
There is evidence, however, of significant change and a view that the market for non-voice services is poised for substantial growth. Given this environment, operators, content providers and handset providers face a number of strategic challenges when seeking to exploit the undoubted opportunities that exist in the new services market.
Over 3,000 interviews in 15 markets in North America, Asia and Europe were carried out to get a consumer’s perspective on the future of mobile services. This report will give you an insight into consumer needs and preferences such as:
- Comedy rates second highest in Mobile TV popularity in Asia. What comes first?
- Would customers prefer to pay a monthly subscription or by programme?
- What are the most desired features for Instant Messaging?
- Which mobile services are of most interest to consumers?
- What communication channels do consumers use to find out about mobile services?
- Which service in Asia will have the strongest demand in Malaysia but the least interest in Japan?
- Would customers change their network provider if their current provider didn’t provide a service they required?
The report that follows contains the findings from a major global research programme which will help network operators - and other participants in the market - to address the key challenges and exploit the potential from an important new revenue stream. For further information please contact mobile_services_report@gsm.org.
Notes
15 Markets
Asia: China, India, Japan, Malaysia, South Korea
North America: USA, Canada
Europe: Czech Republic, France, Germany, Hungary, Italy, Spain, Sweden, UK
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