Consumer Insight Newsletter : 3G Released

Consumer Insight Newsletter : 3G Released

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  Consumer Insight Newsletter August Issue 2010: 3G - The third generation Consumer Insight: Piecing information puzzles about consumers to reveal the unknowns
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  is the thirdgeneration of telecommunication hardware standards and general technology for mobile networking. The benefit of 3G systems is that they provide faster access to all types of data, and therefore expands the utility of your wireless phone and appliance. This makes for a more pleasurable Internet browsing experience. Introduction
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  • Data transmissio n (1 Gbps) G (generation) is a game of data transmission & speed The higher the number in the Gs, the faster and more complicated data can be transmitted Frequency Division Multiple Access technology Time Division Multiple Access technology Code Division Multiple Access technology • No data transmission, Voice only • Low speed data transmission (9.6 kbps) e.g. SMS • High speed data transmission (2 Mbps) • Always on • User IP system 1G Analog System 2G Digital System 2.5G 2.75G 3G Broadband System 4G WiMax • Enhanced speed data transmission (up to 90 kbps) • Dial-Up connection Innovative Applications • M-commerce transaction • Mobile TV • Movie/Video Clip • Video Teleconference • Multiplayer online game Basic Applications • WAP/GPRS • Push Mail Evolution of Mobile Communication Technology
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  High data transmissionchanges behavior 3G impact on traditional media in the US allowing consumers to watch television on the move QuickPlay Media (2009) found 55% of US consumers (age 18-35) are interested in mobile TV and video in 2010 Perceived cost appears the main barrier to adoption (58%), however 51% - accept advertising in return for free TV and video content 48% - be more likely to subscribe if basic video content was included Source: QuickPlay Media Survey 2009
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  Taking 3G tothe extreme: Japan Japan was the first to use 3G commercially in late 2001 and six years later 90M subscribed (84% of all mobile users). Tons of communications possibilities to connect with consumers! Search Social structures Socialize Transform space Location Based Services & Global Positioning Systems Content download Replace Converge Sustain Email Identification Payment & Auction Personalize VDO conference Personal info & Map Multiplayer Games Mobile Wallet Community portal Ticketing Mobile-formatted artwork Multimedia integration Phone-dating websites
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  Mobile non-voice indemand Mobile phone internet access through GPRS and EDGE has not fully satisfied all techies, such as teens and working people*(see next slide) but the trend of mobile non-voice service in Thailand shows an increasing trend. The 3G technology will come and fulfill this unmet need. Thailand: Mobile Nonvoice Market Value Source: Telecom Journal (19 Feb 10), Manager Online (31 Oct 08) 20,000 26,000 30,000 35,000 30,000 25,000 20,000 15,000 10,000 5,000 0 2008 2009 2010 (est) # Smartphone Units 2008: 0.8 Mil 2009: 1.2 Mil 2010: 1.5 Mil MB
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  Demand has beenobserved Working-agers (25-54) mainly use internet for and at work whereas teenagers (15-24) use for fun. If the price is right, teenagers will be more likely to adopt for variety of contents whereas working-agers for access.
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  Predicting adopters ofinternet-enable mobile Jobbers Top 5 activities on internet:  42% E-mail checking  14% Chat & instant messaging  14% Listening to Music  13% Download Software/File  12% E-Newspaper reading Top 5 activities on internet:  65% Email checking  33% Play Games  32% Listening to Music  26% Educational Services  26% Chat & instant messaging Teenagers Source : NMR 2010 / Q1 Remark: Sample ran for adults 15-64 in SES of middle & upper and livie in Bkk & Upc Urban
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  Closing Thoughts Movingup to a full 3G technology, we, as a consumer, will be enjoying a more meaningful retailing, socializing, banking, blogging, movie and/ or TV watching and more will come our way via 3G mobile services. As a communications specialist we should start thinking how this technology can change (or force a change in habit of) our consumers and we have to learn how to use it to our and our client’s benefit.