The impact of 3G penetration, low cost smartphones and USB laptop dongles have helped in the popularity of mobile applications which in turn is driving the industry.
A new research report by Bridgewater Systems titled, 'Towards a profitable mobile data business' investigates the causes of mobile network congestion and the best methods to alleviate it.
The study assesses situations in which operators who are facing mobile data costs and an increasing number of customer churns are now introducing network congestion management strategies.
The report also speculates the possible reasons that will help in reducing mobile data delivery costs by more than 60% over the next three years. Policy control, data traffic, offload, evolution to 3G and 4G, network optimization will be the key factors.
Mobile data services will be upsurging due to many reasons, the major one being that with the ubiquity of 2G mobile coverage worldwide by more than 90% is continuously being supplemented by 3G services will fuel unprecedented mobile data expansion.
Operators deploying data traffic offload strategy to Wi-Fi, femtocells or 4G could expect savings of 20-25% per annum by 2013, representing $30-40 bn in the US market.
Creation of new business models is also a trend that is now seen among operators like tried and usage based models that take a smarter approach to service personalization and fair usage; time based models or approaches like mobile advertising and mobile commerce. Resolving the selection and effective ways to ensure the usability factor of data services is the main objective.
The study substantiates that rapid growth in data traversing mobile networks over the past two years will prove to be important for the industry. Factors like dongles, smartphones have brought better prospects for the industry. Diversification of mobile devices is one of the prime factors behind the boost of data services. However, the catalytic factor of low pricing has to be matched with sustainability which will determine the market success of data services.
Data services will play a crucial role in the coming years. Mobile broadband has itself renewed the importance of network. The central theme of mobile operators' strategies will be data services.
archanasi@cybermedia.co.in
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