According to the latest mobile research from IDC, mobile portals will account for over 42 million users in Western Europe in 2007 and the value of the market will be more than $1 billion.
"The growth of mobile portals represents an important development area, influencing many of the applications and services that could help a successful take-up of 3G in the future," said Rosie Secchi, senior research analyst with IDC's European Wireless and Mobile Communications service. "There is no such thing as one mobile portal for all - mobile users are very different in attitudes, demographics, and mobile Internet usage. Only by understanding these differences will mobile operators and other players in the mobile market be able to provide services that have relevance and value to these different groups."
Mobile operators such as Vodafone, Orange, T-Mobile, and O2 have launched pan-European portals which allow customers to have very similar - if not the same - services around their different countries of operations. This biggest network operators in Europe are competing to this end, and this further emphasizes how important it is for mobile operators to own their customers, thus providing value through branding, sponsorship, content, and effective marketing. As mobile operators tend to globalize their brands and services, this seems to be the natural evolution for mobile operators
looking for real success in these kinds of services.
The success of any portal depends on the quality and relevance of the services it offers to users. "IDC believes that in order to get the full potential of the portal in the medium- to long-term, portal providers should focus on creating a guided rather than a controlled environment, establishing strong partner relationships in order to provide a unique, customizable user experience," said Secchi. "Advertising, entertainment services offered by mobile operators, content providers, and third-party companies will play a big role in the future success of the mobile portals in maximizing revenues, as long as the campaigns are targeted, personalized, and provide value to customers."
Mobile Portals in Western Europe: Forecast and Analysis, 2002-2007 examines the demand for mobile portals in more detail. It also looks at some of the business and revenue models that mobile portal players can utilize to harness demand, and makes some general recommendations for market entry. Included within the study are forecasts and analyses of
mobile portal users, mobile portal services, and mbrowsers.
