Wireless Services - Europe

The Current Analysis Wireless Services - Europe module covers the dynamic and rapidly changing landscape of the cellular market in Europe. With the advent of 3G services, network operators, service and content providers, and consumers are facing a more complex competitive landscape. New third generation wireless players are emerging to compete against today's incumbents, which in turn face the dilemma of building third generation networks while still maintaining strong subscriber growth with their traditional GSM services. As a result, all parties are re-evaluating their requirements and looking to find the best solutions to meet their changing needs for communication, information and services.   ► Full coverage description

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► Mobile Portals (Pan-European)	Products Covered	-

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Product Assessments - NEW

Mobile Portals (Pan-European)

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It’s never been a more exciting moment for mobile data and content. After years of consumer indifference, mobile data usage is starting to see signs of life, with monthly exponential increases in both data and content consumption.

The stage is set for a mobile portal revival. Data pricing and international data roaming pricing are now falling around 30-50% year-on-year, go-faster HSPA is re-defining consumer expectations of ‘mobile broadband’ speeds, and operators’ new ‘access model’ marketing strategies have produced a new generation of voice-and-data, and data flat-rate data packages. Service providers are keen to retain their dominance in this space, but the prerogatives of ‘co-opetition’ with Internet players such as Google and Yahoo! have forced a revision of priorities.

What will become of the mobile portal? This new Current Analysis Product Assessment class charts the development of the key Service Provider mobile portals across Europe; Vodafone live!, T-Mobile’s Web’n’Walk, Planet3, Orange World and O2 Active, with a focus on functionalities and features. Competition in this space is no longer merely a question of the breadth and variety of the portal content menus. Marketing science has arrived, and new influences in the areas of personalization, self-customization, mobile advertising, location-based recommendation, search and behavioural targeting are all new areas of competitive differentiation.

In particular, these Product Assessments offer insight into:

• The increasing use of operator-led content recommendation based on the user’s historical purchasing history.
• The role of mobile search (standard, contextual and location-based) as a competitive differentiation.
• The level of recommendation, both user-driven and operator-led, offered by each portal experience.
• The key services driving consumer eyeballs to the portal.
• The profusion of self-service tools, homepage personalization tools, bookmarks and other ‘click reduction’ techniques.

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Wireless Services - Europe

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COVERAGE DESCRIPTION
Wireless Services - Europe

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The Current Analysis Wireless Services - Europe module covers the dynamic and rapidly changing landscape of the cellular market in Europe. With the advent of 3G services, network operators, service and content providers, and consumers are facing a more complex competitive landscape. New third generation wireless players are emerging to compete against today's incumbents, which in turn face the dilemma of building third generation networks while still maintaining strong subscriber growth with their traditional GSM services. As a result, all parties are re-evaluating their requirements and looking to find the best solutions to meet their changing needs for communication, information and services.

Wireless Services Europe, Consumer module covers the important tactical and strategic developments in the marketplace, covering new services and tariffs, wireless Web strategies (including both base level implementation as well as applications that leverage the wireless Web platforms) and the deliberations of the major players and international operators entrenched in the European market. This coverage encompasses both today's GSM-based networks as well as the longer term strategies for third generation services, including proposed infrastructure sharing strategies, as well as related major developments in the traditional GSM marketplace and the new technologies such as WAP, GPRS and Bluetooth that will ease the existing market towards the 3G goal of IP based, broadband wireless communications.

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