JupiterResearch Finds That Wireless Carriers Need to Focus on Customer Experience to Capitalize on the Popularity of Mobile Communities - JupiterResea

According to JupiterResearch, "mobile communities have emerged as a popular, though unproven strategy for wireless carriers to drive data usage." The firm predicts "near term revenue will stem from increased usage of data services while ad-based models offer longer term potential."

Julie Ask at JupiterResearch said, "Wireless carriers that have not launched a marketing campaign or service tied to MySpace in an attempt to generate marketing buzz, acquire young customers, or drive data usage, are in the minority among wireless carriers today. Shifting familiar online experiences to the cell phone and enhancing them with location, messaging, personalization, and presence has emerged as a popular though unproven strategy for wireless carriers to drive data usage."

Jupiter pointed out that "consumers experience mobile communities on their computers for free and expect the same on their cell phones. A focus on consumer experience, not revenue, will assist adoption of mobile community services in the near term."

David Schatsky at JupiterKagan said, "Cell phones are still primarily used for personal or one-to-one communication. Services relying on unique features of the cell phone offer better, though modest revenue prospects."