User Perspectives on Mobile Data Services June 1, 2007 Global Mobility Roundtable Elizabeth Fife Principal Researcher USC Marshall School of Business C

User Perspectives on Mobile Data Services

June 1, 2007Global Mobility

Roundtable

Elizabeth Fife Principal

Researcher

USC

Marshall School of Business

C TMU S C

CTM: ideas, people and knowledge for the network digital industry

USC CTM

6th annual survey of mobile users in Asia

US and Europe

Consortium participants:

Canada Finland Greece Hong Kong Japan Korea Taiwan Sweden China Malaysia Australia USA Denmark

WMDSSWorldwide Mobile Data Services Study

USC CTM

5th annual survey of mobile users in Asia

US and Europe

Consortium participants:

Canada Finland Greece Hong Kong Japan Korea Taiwan Sweden China Malaysia Australia USA Denmark

WMDSSWorldwide Mobile Data Services Study

USC CTM

To provide more comparable data about mobile users than is currently available

To analyze user behavior across diverse markets

To illuminate the situations and uses of mobile services that users find compelling

Worldwide Mobile Data Services Study Consortium Goals

USC CTM

Easy to use services built around communications Reliable performance for voice and good customer support

Price sensitivity

US Survey Results 2004 - 2007

Things Haven’t Changed

USCWORLDWIDE MOBILE INTERNET STUDY CTM

Perceived Relative Value of Mobile Device - U.S. 2006

USC WORLDWIDE MOBILE DATA SERVICES STUDY CTM

% agreeing % agreeing

0 10 20 30 40 50 60 70

Not Important

Important

0 10 20 30 40 50 60 70

Better Games Functionality

Video Downloads

Music Downloads

Integrated Device

New Features

Easier to Use

Better PerformanceBetter performance

Easier to use

New features

Integrated device

Music downloadsVideo downloads

Better gaming functionality

18-24 yr. olds 25-34 yr. olds

How important are the following that would make you replace your phone?

0

10

20

30

40

50

60

70

80

Betterperformance

Simpler to use Fast wirelessdata access

Multifunctions Newcommunication

features

More moderndesign

Better games Music downloads

Very important

Somewhat important

Not important


better performance

US: Factors Motivating Replacement of Phone - 2007

PercentAgreeing: Important

USC CTMWORLDWIDE MOBILE DATA SERVICES STUDY

simpler faster access

to data servicesmulti-

functionscommunications

featuresdesign games music


Percentage Agreeing

Prices for services were lower

Customer support was better

Services were more useful

Services were more fun

Perceived Relative Value of Mobile Services US - 2006

Conditions for using mobile data services:

USC CTM

0 10 20 30 40 50 60

Services were easier to use

WORLDWIDE MOBILE DATA SERVICES STUDY

USCWORLDWIDE MOBILE INTERNET STUDY CTMUSC CTM

4 Categories of Data Services

Commerce buying goods tickets reservations paying bills

Communication E-mail texting sending photos chatting

Information news weather sports shopping info schedules maps

Entertainment downloading games graphics cartoons music ringtones



Value of Mobile Services - 2006


COMMUNICATION: International Comparison

0

10

20

30

40

50

60

70

80

90

Not Often Somewhat Often

Korea

Japan

Taiwan

Australia

United States

not often somewhat often




INFORMATION International Comparison

0

10

20

30

40

50

60

70

80

90


Korea

Japan

Taiwan

Australia

United States

not often somewhat often




ENTERTAINMENT: International Comparison

0

10

20

30

40

50

60

70

80


Korea

Japan

Taiwan

Australia

United States

not often sometimes often




COMMERCE: International Comparison

0

10

20

30

40

50

60

70

80

90


Korea

Japan

Taiwan

Australia

United States

not often sometimes often


Value of Mobile Services US Users Most Willing to Pay 2006

USC CTM

% of responses

0

10

20

30

40

50

60

Commerce Communication Information Entertainment

FrequentlyOccasionallyNot At All

commerce communication information entertainment


USCWORLDWIDE MOBILE INTERNET STUDY CTMUSC CTM

% of responses


What is the most you would be willing to pay as a monthly fee for unlimited wireless data services? By Age:

0

5

10

15

20

25

30

35

$0 under $5 $5-$10 $15-$20 $20-$25 $25-$30 $30-$40 over $40

18-24

25-34

35-49

What is the most you would be willing to pay as monthly fee from unlimited wireless data services (by age) 2007


Value of Mobile Services Korea Most Intense Users 2006

USC CTM

% of responses

0

10

20

30

40

50

60

70

Commerce Communication Information Entertainment

Frequently

Occasionally

Not at all

commerce communication information entertainment



% of responses

Perceived Relative Value of Mobile Services - U.S. 2007

USC CTM

How often do you use each kind of wireless data service?

0

10

20

30

40

50

60

70

80

90

Purchasing Communicating Information Entertainment

Frequently

Occasionally

Never

communicating

How often do you use each service?

purchasing information entertainment



Across several markets, (US, Japan, Australia) mobile phones are valued for communication activities

Low use of m-commerce services across all markets

Comparative Results

USC CTM

Most intense users in Korea use information and entertainment services, US only use communication services




USC CTM

0

5

10

15

20

25

30

35

40

45

50

pre-recorded TV live TV short movies video clips

Most interesting type of video programming

Percentage Agreeing

pre-recorded TV live TV short movies video clips



Perceived Relative Value of Mobile Services – U.S. 2006


US: Willingness to pay per month for mobile services

0

10

20

30

40

50

60

$0 - $5 $5 - $10 $11 - $15 $16 - $20

Below1818-24

25-34

35-49

50-65

$0 - $4 $5-$10 $11-$15 $16 - $20

Willingness to pay per month for mobile video/TV services


Preference of US users is for live TV over video or pre-recorded types of content

Willingness to pay for mobile video is generally low

Comparative Results

USC CTM

Context of mobile video usage is not yet clear


Do you use the wireless Internet on your laptop or other device more for personal or work-related activities?

0

5

10

15

20

25

30

35

40

45

50

Exclusively for workactivities

Mainly for work activities About 50/50 - personaland work

Mainly for personalactivities

Exclusively for personalactivities


% of responses



Do you use Wi-Fi access more for personal or work-related activities?

Exclusively for work Mainly for work 50/50 Mainly for personal

Exclusively for personal


% of responses


USC CTM

In what circumstances are you likely to access the Internet via WiFi?

0

10

20

30

40

50

60

70

80

90

At home At work Whiletravelling

Whilecommuting on

publictransport

In an airport While waiting At school At a café In public(shopping,walking)

In a hotel

Very likely

Somewhat likely

Not likely


When are you most likely to access the Internet via Wi-Fi?


% of responses


USC WORLDWIDE MOBILE INTERNET STUDY CTM

Where are you most likely to use data services?

0

10

20

30

40

50

60

70

At home At school At work At a friend's In transit(including

waiting time)

In public,shopping, oron the street

Killing time

Not likely

Moderately likely

Likely

Where do you use data services?

Do you use wireless data services more for personal or work-related activities?

0

5

10

15

20

25

30

35

40

Exclusively for work Mainly for work About 50/50 personal andwork

Mainly for personal Exclusively for personal


Percentage Agreeing: Likely or Very likely

USC CTM

exclusively work

mainly for work

about 50/50 mainly personal

exclusively personal


US: Work - Personal Life Balance - 2007

Do you use wireless data services more for personal or work related activities? By Age:

0

10

20

30

40

50

60

70

80

90

18-24 25-34 35-49

Mainly for work

about 50/50

Mainly for personal


Percentage Agreeing: Likely or Very likely

USC CTM

18 – 24 yrs. 25 – 34 yrs. 35 – 49 yrs.


US: Work - Personal Life Balance by age - 2007


Percentage Agreeing:Likely or Very likely

Korea: Work - Personal Life Balance - 2006

USC CTM

0

5

10

15

20

25

30

35

40

45

50

Exclusively for work Mainly for work About 50/50 Mainly for Personal Exclusively for Personal

K18-24

K25-34

K35-49

exclusively work

mainly for work

about 50/50

mainly personal

exclusively personal



Percentage Agreeing

How do people learn about mobile data services 25-34 yrs. U.S. 2006

USC CTM

0

10

20

30

40

50

60

Magazines Radio Internet TV Advertising Movies Newspapers Wireless Stores Friends

Very Likely

Somewhat

Not Likely

magazines radio Internet TV ads movies newspapers wireless store

friends



Across markets, mobile phones are used for personal purposes more than work-related activity

Demand exists for content and services useful to daily life

Comparative Findings


In the US: greater perception of the mobile phone as work/productivity related compared to other markets

Elizabeth Fife

USCMarshall School of Business

CTM

Center for Telecom Management

University of Southern California

www.marshall.usc.edu/ctm

Documents

User Perspectives on Mobile Data Services June 1, 2007 Global Mobility Roundtable Elizabeth Fife Principal Researcher USC Marshall School of Business C