User Perspectives on Mobile Data Services June 1, 2007 Global Mobility Roundtable

1. USC USC Marshall School of Business CTM User Perspectives on Mobile Data Services June 1, 2007 Global Mobility Roundtable Elizabeth Fife Principal Researcher CTM: ideas, people and knowledge for the network digital industry

2. CTM USC Worldwide Mobile Data Services Study WMDSS • 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

3. CTM USC Worldwide Mobile Data Services Study WMDSS • 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

4. CTM USC Worldwide Mobile Data Services Study Consortium Goals 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

5. CTM USC US Survey Results 2004 - 2007 Things Haven’t Changed Easy to use services built around communications Reliable performance for voice and good customer support Price sensitivity

6. USC USC CTM CTM WORLDWIDE MOBILE INTERNET STUDY WORLDWIDE MOBILE DATA SERVICES STUDY Perceived Relative Value of Mobile Device - U.S. 2006 18-24 yr. olds 25-34 yr. olds Better performance Easier to use New features Integrated device Music downloads Video downloads Better gaming functionality % agreeing % agreeing

7. USC USC CTM CTM WORLDWIDE MOBILE INTERNET STUDY WORLDWIDE MOBILE DATA SERVICES STUDY US: Factors Motivating Replacement of Phone - 2007 Percent Agreeing: Important better performance faster access to data services multi- functions games music simpler communications features design

8. USC USC CTM CTM WORLDWIDE MOBILE INTERNET STUDY WORLDWIDE MOBILE DATA SERVICES STUDY Perceived Relative Value of Mobile Services US - 2006 Conditions for using mobile data services: Prices for services were lower Customer support was better Services were easier to use Services were more useful Services were more fun Percentage Agreeing

9. USC USC CTM CTM WORLDWIDE MOBILE INTERNET STUDY WORLDWIDE MOBILE DATA SERVICES STUDY 4 Categories of Data Services

10. USC USC CTM CTM WORLDWIDE MOBILE INTERNET STUDY WORLDWIDE MOBILE DATA SERVICES STUDY Value of Mobile Services - 2006 not often somewhat often

11. USC USC CTM CTM WORLDWIDE MOBILE INTERNET STUDY WORLDWIDE MOBILE DATA SERVICES STUDY Value of Mobile Services - 2006 not often somewhat often

12. USC USC CTM CTM WORLDWIDE MOBILE INTERNET STUDY WORLDWIDE MOBILE DATA SERVICES STUDY Value of Mobile Services - 2006 not often sometimes often

13. USC USC CTM CTM WORLDWIDE MOBILE INTERNET STUDY WORLDWIDE MOBILE DATA SERVICES STUDY Value of Mobile Services - 2006 not often sometimes often

14. USC USC CTM CTM WORLDWIDE MOBILE INTERNET STUDY WORLDWIDE MOBILE DATA SERVICES STUDY Value of Mobile Services US Users Most Willing to Pay 2006 % of responses commerce communication information entertainment

15. USC USC CTM CTM WORLDWIDE MOBILE INTERNET STUDY WORLDWIDE MOBILE DATA SERVICES STUDY What is the most you would be willing to pay as monthly fee from unlimited wireless data services (by age) 2007 % of responses

16. USC USC CTM CTM WORLDWIDE MOBILE INTERNET STUDY WORLDWIDE MOBILE DATA SERVICES STUDY Value of Mobile Services Korea Most Intense Users 2006 % of responses commerce communication information entertainment

17. USC USC CTM CTM WORLDWIDE MOBILE INTERNET STUDY WORLDWIDE MOBILE DATA SERVICES STUDY Perceived Relative Value of Mobile Services - U.S. 2007 How often do you use each service? % of responses purchasing communicating information entertainment

18. USC USC CTM CTM WORLDWIDE MOBILE INTERNET STUDY WORLDWIDE MOBILE DATA SERVICES STUDY Comparative Results Across several markets, (US, Japan, Australia) mobile phones are valued for communication activities Low use of m-commerce services across all markets Most intense users in Korea use information and entertainment services, US only use communication services

19. USC USC CTM CTM WORLDWIDE MOBILE INTERNET STUDY WORLDWIDE MOBILE DATA SERVICES STUDY Perceived Relative Value of Mobile Services - U.S. 2006 Most interesting type of video programming Percentage Agreeing pre-recorded TV live TV short movies video clips

20. USC USC CTM CTM WORLDWIDE MOBILE INTERNET STUDY WORLDWIDE MOBILE DATA SERVICES STUDY Perceived Relative Value of Mobile Services – U.S. 2006 Willingness to pay per month for mobile video/TV services $0 - $4 $5-$10 $11-$15 $16 - $20

21. USC USC CTM CTM WORLDWIDE MOBILE INTERNET STUDY WORLDWIDE MOBILE DATA SERVICES STUDY Comparative Results 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 Context of mobile video usage is not yet clear

22. USC USC CTM CTM WORLDWIDE MOBILE INTERNET STUDY WORLDWIDE MOBILE DATA SERVICES STUDY Perceived Relative Value of Mobile Services - U.S. 2007 Do you use Wi-Fi access more for personal or work-related activities? % of responses Mainly for personal Exclusively for personal Exclusively for work Mainly for work 50/50

23. USC USC CTM CTM WORLDWIDE MOBILE INTERNET STUDY WORLDWIDE MOBILE DATA SERVICES STUDY Perceived Relative Value of Mobile Services - U.S. 2007 When are you most likely to access the Internet via Wi-Fi? % of responses

24. USC USC CTM CTM WORLDWIDE MOBILE INTERNET STUDY WORLDWIDE MOBILE INTERNET STUDY Perceived Relative Value of Mobile Services - U.S. 2007 Where do you use data services? % of responses

25. USC USC CTM CTM WORLDWIDE MOBILE INTERNET STUDY WORLDWIDE MOBILE DATA SERVICES STUDY US: Work - Personal Life Balance - 2007 Percentage Agreeing: Likely or Very likely exclusively personal exclusively work mainly for work about 50/50 mainly personal

26. USC USC CTM CTM WORLDWIDE MOBILE INTERNET STUDY WORLDWIDE MOBILE DATA SERVICES STUDY US: Work - Personal Life Balance by age - 2007 Percentage Agreeing: Likely or Very likely 18 – 24 yrs. 25 – 34 yrs. 35 – 49 yrs.

27. USC USC CTM CTM WORLDWIDE MOBILE INTERNET STUDY WORLDWIDE MOBILE DATA SERVICES STUDY Korea: Work - Personal Life Balance - 2006 Percentage Agreeing: Likely or Very likely exclusively work mainly for work about 50/50 mainly personal exclusively personal

28. USC USC CTM CTM WORLDWIDE MOBILE INTERNET STUDY WORLDWIDE MOBILE DATA SERVICES STUDY How do people learn about mobile data services 25-34 yrs. U.S. 2006 Percentage Agreeing magazines radio Internet TV ads movies newspapers wireless store friends

29. USC USC CTM CTM WORLDWIDE MOBILE INTERNET STUDY WORLDWIDE MOBILE DATA SERVICES STUDY Comparative Findings Demand exists for content and services useful to daily life Across markets, mobile phones are used for personal purposes more than work-related activity In the US: greater perception of the mobile phone as work/productivity related compared to other markets

30. CTM USC Marshall School of Business Center for Telecom Management University of Southern California www.marshall.usc.edu/ctm Elizabeth Fife