Carriers Can Capitalize on the Popularity of Mobile Communities

JupiterResearch has reported that mobile communities have emerged as a popular, though unproven strategy for wireless carriers to drive data usage. According to a new research report, near term revenue will stem from increased usage of data services while ad-based models offer longer term potential.

"Wireless carriers that have not launched a marketing campaign or service tied to MySpace in an attempt to generate marketing buzz, acquire young customers, or drive data usage, are in the minority among wireless carriers today," said Julie Ask, JupiterResearch Research Director and author of the report. "Shifting familiar online experiences to the cell phone and enhancing them with location, messaging, personalization, and presence has emerged as a popular though unproven strategy for wireless carriers to drive data usage."

Consumers experience mobile communities on their computers for free and expect the same on their cell phones. A focus on consumer experience, not revenue, will assist adoption of mobile community services in the near term.

"Cell phones are still primarily used for personal or one-to-one communication," said David Schatsky, President of JupiterKagan. "Services relying on unique features of the cell phone offer better, though modest revenue prospects."

Posted to the site on 29th June 2006