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BizReport : Mobile Marketing : May 27, 2008


IBM: Consumers want mobile choices

Mobile may not be at the tipping point yet, but that point is getting closer. The difference could be made in the applications offered and the mobile choices consumers are given according to a recent IBM report. Researchers found that 80% of consumers want more choices in their mobile devices and connections.

by Kristina Knight

Dr. Sungyoul Lee, Global Consulting Leader, Electronics Industry, IBM said, "Our survey found 60 percent of consumers do not have a specific brand preference when using mobile Internet services. With consumers clamoring for choice, the marketplace will need to innovate around open platforms and models to build loyalty."

Personalization is at the top of the list. According to the study, more than 60% of consumers want to be able to personalize their mobile experiences. Consumers are becoming more interested in mobile banking, stock trading and news, in addition to email and text messaging.

"Clearly the same market forces which empowered consumers to choose personal computers that were open and enabled them to customize their applications are at play in the mobile web marketplace," said Dr. Lee.

By 2011, the mobile marketplace is expected to bring in $80 billion. Mobile Internet users are expected to reach 1 billion during the same time frame, an increase of more than 190% from 2006.






Tags: mobile advertising, mobile handsets, mobile platforms








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