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THE WIRELESS CONSUMER
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When Consumers Talk
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The outlook for wireless data usage in both the mass market and business is still enormously bright provided consumers and mobile professionals open their mouths and loudly say what they want In the wireless data market, there is an awkward dance of partners who have yet to discover each other Carriers, for all of their inherent and deep understanding of consumer and business needs in the area of voice, have yet to hear the wireless data music associated with these same buyers They seem too busy stepping on their customers toes to learn what their future wireless data partners need and want Although carriers do quite a bit of research in their typical lines of business (pay phones, long distance, and voice service), they have not undertaken sufficient research as yet in the area of consumer or enterprise wireless data Most work is strongly biased towards technology, eg, would you buy a DSL connection to the Internet if it were made available in your neighborhood Or, would you be willing to pay $4995 a month for a wireless connection to the Internet on your laptop Most wireless operators and infrastructure providers are struggling to understand consumer tastes and preferences for wireless data at the same time consumers are trying to define it for themselves It seems most likely, then, that wireless data will continue to progress as described in 2, with a collaborative force between market needs and technological doability
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The Forgotten Markets for Wireless Data
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Here are some applications for wireless data that are frequently discounted or overlooked
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THE WIRELESS CONSUMER
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Teenagers the Gen Y crowd The Internet Generation, Gen Y has been exposed to more information during their youth than any other age group making them a superb target for wireless data They are more eager to use information, have high expectations about having it anywhere and anytime, and have no technological barrier that tells them they can t have information sent to them while they are driving at highway speeds Teens are one of the great untapped markets for wireless data around the world Teens currently pump $160 billion annually into the global economy Their preferences for video games, paging, chatting, sending messages, downloading books, music, and movies make them naturals for wireless data Over the next few years, as device providers integrate such functions as MP3, multiplayer games, e-mail, instant messaging, and buddy lists wireless data will capture the teen market As Gen Y marketing maven Dave Bell (CEO of Chasma Inc) suggests, What teen will need a Nintendo Gameboy if a cell phone can play games of equal quality and more Big qualifier: Cost to parents Gameplayers, all ages: Internet gaming via mobile phones will reach 200 million people in Western Europe and the United States by 2005, representing a $6 billion industry, says Satoshi Nakajima, Founder and President/CEO of UIEvolution Gaming scores high on the desire scale The challenge is to make the human interaction with the game satisfactory This is already being done in Japan with many games on the i-Mode network Lost Parents, EMS workers, Real Estate Agents: Dashtop wireless data systems incorporating GPS directions, audio/speech recognition support, and mapping will be packaged with the new generation of cars and trucks over the next few years Like air conditioning, fuel injection, and air bags, dashtop wireless systems will first appear in expensive vehicles and move into the mass market Unlike air conditioning, fuel injection, and air bags, dashtop wireless will be used in hundreds of different ways The applications for this technology will include emergency care (911, personalized medical instructions, I m lost, give me directions ), entertainment (games, personal digital radio), and business applications ( locate the next house for sale that meets the following criteria , send this photo and claim form to the home office ) Like the Wildfire scenario earlier in this chapter, the automobile will be outfitted with a wireless world that will connect the driver and passengers to their home, their business world, and their personal lives
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