1. User Perspectives on Mobile Data Services June 1, 2007 Global Mobility Roundtable Elizabeth Fife Principal Researcher USC Marshall School of Business C TMU S C CTM: ideas, people and knowledge for the network digital industry

2. USCCTM 6th annual survey of mobile users in Asia US and Europe Consortium participants: Canada Finland Greece Hong Kong Japan Korea Taiwan Sweden China Malaysia Australia USA Denmark WMDSS Worldwide Mobile Data Services Study

3. USCCTM 5th annual survey of mobile users in Asia US and Europe Consortium participants: Canada Finland Greece Hong Kong Japan Korea Taiwan Sweden China Malaysia Australia USA Denmark WMDSS Worldwide Mobile Data Services Study

4. USCCTM To provide more comparable data about mobile users than is currently available To analyze user behavior across diverse markets To illuminate the situations and uses of mobile services that users find compelling Worldwide Mobile Data Services Study Consortium Goals

5. USCCTM E asy to use services built around communications Reliable performance for voice and good customer support Price sensitivity US Survey Results 2004 - 2007 Things Haven’t Changed

6. USC WORLDWIDE MOBILE INTERNET STUDY CTM Perceived Relative Value of Mobile Device - U.S. 2006 USC WORLDWIDE MOBILE DATA SERVICES STUDY CTM % agreeing Better performance Easier to use New features Integrated device Music downloads Video downloads Better gaming functionality 18-24 yr. olds25-34 yr. olds

7. USC WORLDWIDE MOBILE INTERNET STUDY CTM better performance US: Factors Motivating Replacement of Phone - 2007 Percent Agreeing: Important USCCTM WORLDWIDE MOBILE DATA SERVICES STUDY simpler faster access to data services multi- functions communications features design gamesmusic

8. USC WORLDWIDE MOBILE INTERNET STUDY CTM Percentage Agreeing Prices for services were lower Customer support was better Services were more useful Services were more fun Perceived Relative Value of Mobile Services US - 2006 Conditions for using mobile data services: USCCTM Services were easier to use WORLDWIDE MOBILE DATA SERVICES STUDY

9. USC WORLDWIDE MOBILE INTERNET STUDY CTMUSCCTM 4 Categories of Data Services Commerce buying goods tickets reservations paying bills Communication E-mail texting sending photos chatting Information news weather sports shopping info schedules maps Entertainment downloading games graphics cartoons music ringtones WORLDWIDE MOBILE DATA SERVICES STUDY

10. USC WORLDWIDE MOBILE INTERNET STUDY CTM Value of Mobile Services - 2006 USCCTM WORLDWIDE MOBILE DATA SERVICES STUDY not oftensomewhatoften

11. USC WORLDWIDE MOBILE INTERNET STUDY CTM Value of Mobile Services - 2006 USCCTM WORLDWIDE MOBILE DATA SERVICES STUDY not oftensomewhatoften

12. USC WORLDWIDE MOBILE INTERNET STUDY CTM Value of Mobile Services - 2006 USCCTM WORLDWIDE MOBILE DATA SERVICES STUDY not oftensometimes often

13. USC WORLDWIDE MOBILE INTERNET STUDY CTM Value of Mobile Services - 2006 USCCTM WORLDWIDE MOBILE DATA SERVICES STUDY not oftensometimesoften

14. USC WORLDWIDE MOBILE INTERNET STUDY CTM Value of Mobile Services US Users Most Willing to Pay 2006 USCCTM % of responses commercecommunicationinformationentertainment WORLDWIDE MOBILE DATA SERVICES STUDY

15. USC WORLDWIDE MOBILE INTERNET STUDY CTMUSCCTM % of responses WORLDWIDE MOBILE DATA SERVICES STUDY What is the most you would be willing to pay as monthly fee from unlimited wireless data services (by age) 2007

16. USC WORLDWIDE MOBILE INTERNET STUDY CTM Value of Mobile Services Korea Most Intense Users 2006 USCCTM % of responses commercecommunicationinformationentertainment WORLDWIDE MOBILE DATA SERVICES STUDY

17. USC WORLDWIDE MOBILE INTERNET STUDY CTM % of responses Perceived Relative Value of Mobile Services - U.S. 2007 USCCTM communicating How often do you use each service? purchasinginformationentertainment WORLDWIDE MOBILE DATA SERVICES STUDY

18. USC WORLDWIDE MOBILE INTERNET STUDY CTM Across several markets, (US, Japan, Australia) mobile phones are valued for communication activities Low use of m-commerce services across all markets Comparative Results USCCTM Most intense users in Korea use information and entertainment services, US only use communication services WORLDWIDE MOBILE DATA SERVICES STUDY

19. USC WORLDWIDE MOBILE INTERNET STUDY CTM Perceived Relative Value of Mobile Services - U.S. 2006 USCCTM Most interesting type of video programming Percentage Agreeing pre-recorded TVlive TVshort moviesvideo clips WORLDWIDE MOBILE DATA SERVICES STUDY

20. USC WORLDWIDE MOBILE INTERNET STUDY CTM Perceived Relative Value of Mobile Services – U.S. 2006 USCCTM WORLDWIDE MOBILE DATA SERVICES STUDY $0 - $4$5-$10$11-$15$16 - $20 Willingness to pay per month for mobile video/TV services

21. USC WORLDWIDE MOBILE INTERNET STUDY CTM Preference of US users is for live TV over video or pre-recorded types of content Willingness to pay for mobile video is generally low Comparative Results USCCTM Context of mobile video usage is not yet clear WORLDWIDE MOBILE DATA SERVICES STUDY

22. USC WORLDWIDE MOBILE INTERNET STUDY CTM % of responses Perceived Relative Value of Mobile Services - U.S. 2007 USCCTM WORLDWIDE MOBILE DATA SERVICES STUDY Do you use Wi-Fi access more for personal or work-related activities? Exclusively for workMainly for work 50/50 Mainly for personal Exclusively for personal

23. USC WORLDWIDE MOBILE INTERNET STUDY CTM % of responses Perceived Relative Value of Mobile Services - U.S. 2007 USCCTM WORLDWIDE MOBILE DATA SERVICES STUDY When are you most likely to access the Internet via Wi-Fi?

24. USC WORLDWIDE MOBILE INTERNET STUDY CTM % of responses Perceived Relative Value of Mobile Services - U.S. 2007 USC WORLDWIDE MOBILE INTERNET STUDY CTM Where do you use data services?

25. USC WORLDWIDE MOBILE INTERNET STUDY CTM Percentage Agreeing: Likely or Very likely USCCTM exclusively work mainly for work about 50/50mainly personal exclusively personal WORLDWIDE MOBILE DATA SERVICES STUDY US: Work - Personal Life Balance - 2007

26. USC WORLDWIDE MOBILE INTERNET STUDY CTM Percentage Agreeing: Likely or Very likely USCCTM 18 – 24 yrs.25 – 34 yrs.35 – 49 yrs. WORLDWIDE MOBILE DATA SERVICES STUDY US: Work - Personal Life Balance by age - 2007

27. USC WORLDWIDE MOBILE INTERNET STUDY CTM Percentage Agreeing: Likely or Very likely Korea: Work - Personal Life Balance - 2006 USCCTM exclusively work mainly for work about 50/50 mainly personal exclusively personal WORLDWIDE MOBILE DATA SERVICES STUDY

28. USC WORLDWIDE MOBILE INTERNET STUDY CTM Percentage Agreeing How do people learn about mobile data services 25-34 yrs. U.S. 2006 USCCTM magazinesradioInternetTV adsmoviesnewspapers wireless store friends WORLDWIDE MOBILE DATA SERVICES STUDY

29. USC WORLDWIDE MOBILE INTERNET STUDY CTM Across markets, mobile phones are used for personal purposes more than work-related activity Demand exists for content and services useful to daily life Comparative Findings USCCTM WORLDWIDE MOBILE DATA SERVICES STUDY In the US: greater perception of the mobile phone as work/productivity related compared to other markets

30. Elizabeth Fife USC Marshall School of Business CTM Center for Telecom Management University of Southern California www.marshall.usc.edu/ctm