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JupiterResearch Finds That Wireless Carriers Need to Focus on Customer Experience to Capitalize on the Popularity of Mobile Communities

Posted on: Wednesday, 28 June 2006, 09:00 CDT

JupiterResearch, a leading authority on the impact of the Internet and emerging consumer technologies on business, finds that mobile communities have emerged as a popular, though unproven strategy for wireless carriers to drive data usage. According to a new research report, "Mobile Communities: Finding Opportunities Beyond a Mobile MySpace," 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."

The complete findings of this report are immediately available to JupiterResearch clients online at www.jupiterresearch.com. For additional information on this report or JupiterResearch's Personal Technologies & Access research services, visit www.jupiterresearch.com or contact Kieran Kelly, Vice President of Global Sales and Client Service, at 1-800-481-1212 or researchsales@jupitermedia.com.

About JupiterResearch

JupiterResearch provides unbiased research, analysis and advice, backed by proprietary data, to help companies profit from the impact of the Internet and emerging consumer technologies on their business. The company helps online businesses make critical decisions about technology selection, spending, staffing, and Web site effectiveness; advises consumer-facing companies with online advertising, marketing, and customer service strategies to understand, attract, convert and retain customers; and guides technology vendors and service providers on market opportunity, positioning, product definition, and pricing. JupiterResearch is headquartered in New York City and has offices throughout the US and Europe. For more information, visit www.jupiterresearch.com. JupiterResearch is a division of JupiterKagan, Inc.

About JupiterKagan, Inc.

JupiterKagan, Inc. was formed in 2006 from the merger of JupiterResearch and Kagan Research, two companies providing thought leadership, research and advice in the domain of the media and telecommunications, Internet, and emerging consumer technologies. The company's deliverables include continuous information services (available by subscription), research reports, data, inquiries with research analysts, appraisals, litigation support and consulting. JupiterKagan operates from six offices in the United States, United Kingdom, France and Germany. For more information, visit www.jupiterkagan.com.

Source: Business Wire

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