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Saturday, June 22, 2013

Younger mobile users value data more than text or voice

A report published by research firm Analysys Mason this week shows that younger mobile users (aged 18 to 34) favour data services much more than older consumers. It notes that more than 40% of these young smartphone owners use IP-based messaging, compared to 20% of users aged 65 and over. In the UK, 53% of 18-24 year olds are using IP-based messaging services.

The Connected Consumer Survey 2013 report contacted over 6,600 consumers aged 18+ in France, Germany, Poland, Spain, the UK and the USA.

When it came to SMS text messaging, 91% of 18-34 year olds used the service but only 67% of those aged 65 and over.

Choosing a new mobile service also revealed an age divide. When asked what they’d want from their next mobile provider, ‘more data’ was a bigger factor than ‘more messaging’ or ‘more voice’ in the 18-34 age-group, yet ‘more voice’ was a bigger factor than ‘more data’ in every other age segment.

Stephen Sale, author of the report and Principal Analyst for the Voice and Messaging research programme at Analysys Mason, said “Operators will note that despite the high penetration levels of IP-based alternatives, full messaging service substitution has not yet occurred. Operators should continue to embed the use of SMS in customers’ behaviour, particularly with younger users, by offering unlimited messaging plans. However, such initiatives should be undertaken alongside a review of the messaging feature set and any related initiatives such as RCS or telco OTT services. Additionally, the low penetration rates of VoIP services favour operators, but they cannot afford to be complacent. Following on from Skype, Facebook and Google are making advances in this area, and Microsoft is also expected to make aggressive moves later this year. Operators must ensure they are proactive with changes to pricing structures and the core feature set.”

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Opinion Articles

T-Mobile and Orange isn't a big deal

Mark Bridge writes:

It’s the telecoms industry deal of the year. T-Mobile and Orange form a joint venture. The UK’s "big five" networks (or "big four", depending on your predilection for Hutchison 3G UK) will now be a "big four" (or "big three", if you don’t include 3. Confused yet?)

Everyone has an opinion. On Tuesday I was asked for mine.

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Here’s one for the laydeez

Mark Bridge writes:

Once upon a time, I’d probably have described myself as a feminist. These days I probably wouldn’t. Not because my opinions have changed, just because I’ve realised there are a lot of women who’d argue that I can’t be a feminist because of my male undercarriage. And me, by birth and possibly by education, therefore being part of the problem – not part of the solution.

Right, disclaimer over. I’ll get to the point. You want a mobile phone that’ll appeal to men...

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Mobile phones cause brain tumours?

Mark Bridge writes:

Mobile phones fry your brain. That’s been a warning from some people pretty much since the first cellphones appeared. And although the mobile phone industry has changed and the technology has advanced, the warnings haven’t gone away.

Ten years ago, the Independent Expert Group on Mobile Phones was set up to look at concerns about the possible health effects from the use of mobile phones, base stations and transmitters.

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Enthusiasm is my enemy!

Mark Bridge writes:

Enthusiasm is one of the great intangible powers of the world. It’s attractive, it’s compelling and sometimes it’s dangerous. And – yes, I’m going to try to keep this relevant – it sells mobile phones.

I was reminded of this the other day when I read a Sunday Times article about Apple’s Steve Jobs.

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A Blyk day

Mark Bridge writes:

Marketing, not unlike football, is a funny old game. I don’t claim to be an expert in either… but every so often something happens that starts sowing the seeds of doubt in my mind. And no, I’m not thinking about Liverpool's penalty claims in Sunday’s game at Tottenham. I’m thinking about Blyk.

Here at The Fonecast, we like Blyk. They shook up the industry and worried some of the big names when they arrived with their youth-focussed virtual mobile network two years ago. We interviewed their MD Shaun Gregory in May last year. And now they’re quitting the MVNO game in favour of arranging advertising deals for networks.

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