The industry recognized as the mobility industry is growing with leaps and bounds. It is one industry that exemplifies an ideal marriage of business with technology. As per a report by Accenture for the year 2010, the number of mobile subscribers exceeds 3 billion and more than one billion new subscriptions have been added in the last few years.
It has also been observed that the growth is triggered by consumers in matured markets comprising of industrialized nations. These markets are increasingly being exhausted resulting in mobile companies all attentive towards emerging markets like India and China. It would not be wrong to say that the emerging markets are more actively attracted to mobile technology than markets that can be considered mature. Mobile companies face multiple challenges while serving the emerging markets. Let us look at some of the impacts of mobility on user experience.
Impact 1: Mobile Phones have moved from 'nice to have... ' to 'necessary to have... ' It has been observed that the mobile phones have moved from an era where they were considered 'nice to have... ' to 'necessary to have... 'Even people falling in the lowest income group in these emerging economies feel the need to possess mobile handsets. Realizing this need mobile manufacturers are packing mobile handsets with sophisticated yet cost effective features like low costs, robust structures and host of other features like - flashlight, radio, waterproof, dust-proof, recharging using renewable source of energy.
Impact 2: Increasing trend of mobile gaming and online viewing A mobile device is a portable that offers convenience of use. When combined with internet services, the mobile device becomes a preferred device for entertainment. Gaming, online viewing of entertainment channels is common functions for which mobile phones are being increasingly used. In gaming a trend is being observed where players are moving from standalone gaming to multi-player on line gaming.
Impact 3: Mobile Reading An increasing trend of mobile reading has been observed. Mobile reading refers to a service where a book or any other publication is read on a mobile device. E-readers, PDA's or smart phones are increasingly replacing physical books. In China mobile reading is one of the prominent activities that consumers indulge in.
Impact 4: Social Networking on Mobile Devices Access to social networking sites on mobile devices is experiencing phenomenal rise especially users falling under the younger age group. This has been observed in both mature as well as emerging economies. Easy availability of 3G networks is creating new opportunities for social networking sites.
Impact 5: Mobile Advertising Another important trend that has been observed in emerging markets has been mobile advertising. Mobile advertising in both standalone and multi-platform campaigns is increasingly picking up.
Impact 6: Mobiles for Financial Activities Users are increasingly using mobile phones to carry out financial transactions. Mobile banking takes the lead in financial functions. Mobile banking allows easy access to financial services which may not be otherwise possible in emerging markets. Banking institutions are also promoting banking using mobile devices for the return on investments are much higher as compared to opening a physical branch in an area.
Providing mobile services to a large number of people in emerging markets is an economically and socially promising move. Mobile technology can be harnessed by companies to reach out to a large number of people.
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