Monday, January 16, 2006

Business PDA users a 'dream segment' for mobile operators

This article is interesting and reinforces what I learned in several discussions with wireless carriers in 2005-

Business PDA users a 'dream segment' for mobile operators

The latest Wireless Enterprise Strategies service report from Strategy Analytics, "Profiling the PDA User: Strategies for Generating Network Traffic," affirms that business PDA users represent a prime segment which mobile operators and OEMs should actively identify and target for wireless solution sales. Device set-up, email synchronization and content creation must be dramatically reengineered.Cliff Raskind, Director of the Wireless Enterprise Strategies service commented, "When mobile operators survey their base of business customers, PDA users potentially represent a `dream segment' of users that is tailor-made for upselling many wireless data solutions enabled by next generation networks. While over half of the PDA users remain unconnected beyond simple text messaging, operators, device OEMs and solutions providers have failed to bridge a number of critical performance deficits relating to set-up and ease of use." David Kerr, Vice President of the Global Wireless Practice, noted, "PDA users spend more on mobility, experience much greater frustration when disconnected. They report strong interest in a basket of value added services. So far, however, a combination of device-centric and network-resident barriers have conspired to suppress attachment rates beyond the initial corner office inbox junkies. While improved data economics coupled with expanding device portfolios from Microsoft Mobile partners, Symbian camp evangelists and aspiring Asian vendors all augur well for the future, no dominant paradigm has yet emerged to transition these PDA users into true converged device solutions customers." This report provides a snapshot of the potentially lucrative PDA segment, revealing why they should be in the crosshairs of all mobile operators and device OEMs wishing to succeed in the business market.Other key findings from the report include: · At 105 Euros per month, PDA users spend 53 percent more than non-PDA users on mobile services; · PDA users average 34 percent more minutes of use than non-PDA users; · PDA users are better educated and more likely to buy premium products; · PDA users require more frequent access to email, CRM and other network-based applications.