New Commercial Possibilities for Operators – IDC

New opportunities are taking shape in the mobile market, says a new IDC study, and operators are increasingly looking to develop their businesses and take advantage of the commercial possibilities.

In particular, operators will look to mobile search to form a key part of their off-portal strategy. Mobile search will open up possibilities based on user behavior, allowing further customisation and personalisation.

Search will form the basis of an array of information-based services and will not just be simple word searches. "Content is king and the power of mobile will allow users to interact with each other," said Paolo Pescatore, research manager for IDC’s European Wireless and Mobile Communications Service.

The research also suggests that mobile provides advertisers with a much wider reach than traditional forms — and it does so on multiple levels, from simple services like SMS to the more tech-savvy offerings such as games, video, and TV.

IDC believes that advertising will be used to subsidise and promote the adoption of services. For mobile operators, it will be a new revenue source that will bridge the gap between voice and data.

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