Strategy Analytics "End-user Perspectives on Future Mobile Internet Applications" report indicates that M-Commerce and Step-by-Step directions are top of wireless consumer shopping lists.
In Western Europe, SMS, voicemail and the downloading of ringtones and icons have achieved 73%, 69% and 24% penetration, respectively, while in the US, Voicemail remains the most dominant value added service with a penetration of over 60%. Sending SMS and accessing WAP services both registered below 10% penetration in the US.
In the US, step-by-step directions were by far the most popular service, with over 30% of respondents showing an overall interest. In Western Europe 20% of business users indicated an interest for wireless video conferencing, but on average those answering the question would not be prepared to pay over $10 per month for the service.
Demand for audio and video applications will have to be created with compelling content, seamless distribution and effective pricing, as most customer segments do not see an immediate need. The youth segment leads interest in these applications but struggle to pay for them.
Unified Messaging appeals to almost 40% of European and US business cellular users and continues to be an unmet need in the marketplace.
"Cellular users in the US still view their cell phone primarily as a voice tool, rather than a device for wider data communications or content consumption, while Western European users are generally more receptive towards receiving content on their phones" commented Nitesh Patel, senior industry analyst with Strategy Analytics.
David Kerr, VP of the Strategy Analytics global wireless practice added "The critical challenge facing the wireless industry is to move beyond messaging with an advanced suite of productivity and security applications as a precursor to next generation rich media applications."
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