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Wireless



Overview
Wireless delivers crucial insights into the market for wireless voice and data services. As cell phones evolve from being primarily communication devices to information access devices and media players, the landscape of stakeholders is evolving. With overall ARPU flat and new subscriber growth slowing, data and advertising revenues will play an increasingly important role as wireless service providers look to sustain revenue growth. This research helps carriers, handset makers, content owners and marketers understand consumer behaviors and attitudes, identify emerging opportunities and guides sector players through a rapidly changing environment.

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  Research Topics
  • Audience Demographics
  • Customer Service
  • Location-Based Services
  • Marketing to Teens
  • Messaging
  • Migration of Consumers to 3G Networks
  • Mobile Content Discovery
  • Mobile Data Services
  • Mobile Search
  • Online Sales Channel
  • Personalization
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SMS Messaging
Breaking Past the "20 Generating 80" to Drive Volume
Concept Report
Julie Ask - September 26, 2008

In 2007, 363 billion text messages were sent and delivered in the US, but the majority of messages were sent by relatively few subscribers.
Facebook Focuses on Building Audience for Future Monetization
Case Study
Julie Ask - August 28, 2008
Mobile Social Networking
Assessing Social Strategies for Carriers and Handset Manufacturers
Vision Report
Julie Ask - August 28, 2008

A confluence of events, ranging from the introduction of the iPhone, to 3G ubiquity, to teens and young adults increasingly focusing on social networks for online communication, is fundamentally altering consumer expectations of cellular services. Social networks hold the potential to be a killer application for cell phones.
Nokia's Share on Ovi Plans on Openness and Integration with Handsets
Case Study
Julie Ask - August 28, 2008
US Wireless Forecast, 2008 to 2013
Reaching the Tipping Point for Mobile Data Services
Concept Report
Julie Ask - July 30, 2008

Cell phones are evolving from a one-to-one communication platform into a one-to-many platform as online users migrate toward social networks as a center of communication. Although this transition is just beginning, its impact on the mobile data market is significant.
Online Retail Channel
Leveraging the Internet to Sell Cell Phones and Service Plans Effectively
Vision Report
Julie Ask - July 21, 2008

The market for wireless service plans and handsets has become increasingly competitive as signs of maturity appear in the form of slower subscriber growth, consolidation, and the commoditization of some services. Moreover, the high number of handset stock-keeping units (SKUs), combined with the need to match competitor pricing, adds challenges throughout distribution channels.
US Wireless Carriers
Benchmarking Adoption of Wireless Data Services
Concept Report
Julie Ask - June 10, 2008

Data revenue is growing upward of 50 percent year over year for a number of wireless carriers, but a few are distancing themselves from the pack with innovative pricing and service offerings.
Mobile Internet
Adding Portable Media Players to the Mix to Drive Audience Size and Revenue
Concept Report
Julie Ask - March 18, 2008

AT&T has announced the addition of Starbucks to its nationwide footprint of hotspots, thereby extending broadband access for its customers beyond home and cellular networks. Starbucks announced a deal allowing limited access from iPhones earlier in the year.
Teen Talking and Texting
Monetizing the Transition from PCs to Cell Phones
Concept Report
Doug Williams - February 28, 2008

Wireless-centric teens have been driving text-messaging (SMS) revenues for years, and carriers would like to see SMS activity perpetuate as teens age.
Mobile Social Networking
Enable Sharing and Connecting to Drive Use
Concept Report
Julie Ask - December 21, 2007

MySpace ranks second only to mobile content (e.g., ring tones, games, etc.) on the list of services, information, and applications teens want to access on their phones. It ranks even higher than e-mail and instant messaging.
Prepaid Cell Phone Users
Are They Ripe for Google's Picking?
Concept Report
Julie Ask - December 7, 2007

Prepaid wireless subscribers have traditionally been less attractive to infrastructure owners given their relatively low average revenue per user (ARPU) and churn rates, but the success of Virgin Mobile and Tracfone illustrate the potential of the segment.
Network Effects of Large Carriers
How to Survive If You Aren't Verizon or AT&T
Concept Report
Julie Ask - November 21, 2007

Two high-profile mobile virtual network operators (MVNOs)—Amp'd Mobile and Disney Mobile—shut down this year despite innovative offerings. The benefits of large networks are underestimated by new entrants.
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