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MEMBER PROFILE
Nizar Assanie of IE Market Research tells us about his organization and provides us an insight into BC's wireless industry.
Coming Growth of Data Usage means big business for British Columbia’s Wireless and Mobile Content Clusters
The future of wireless mobility is Data! As voice penetration rates across the world reach a plateau, value added services (VAS) are taking on a new dimension as the primary drivers of subscriber-base retention and growth for carriers. Carriers are hoping that the introduction of these data services, and the content and applications that go with it, will lessen the burden of having to rely on a highly competitive voice market for up to 85% of their revenues. With carriers investing in 3G, WiMax, and wVOIP infrastructure, the large scale provision of these services at a reasonable cost is becoming increasingly practical.
IE Market Research Corp.’s forecasts for 180 operators in 50 countries shows the large potential for data services over the not to distant future. We are projecting that by 2011, the global market for mobile data would be worth US$ 165 billion, an increase of over 43% over 2006 levels.
So, what type of data content are operators looking for? A good example is 3 UK’s mobile TV and streaming video offering carried on its WCDMA network. Current content includes regular television programs, sports, music, adult content, children’s content, and even user-generated content. Since 2003, 3 UK has been busy acquiring the mobile rights to a wide variety of popular mobile TV and video content. Its SeeMeTV user-generated content offering achieved 12 million downloads in the first year of service earning its contributors over US$500,000 in royalties.
An example of marketing applications of data is an innovative marketing campaign developed by Legion Interactive (an Australian marketing agency) for its client, Zodiac, an Australian marketer of pool cleaners. Talk about a grudge buy! The campaign used stickers with unique codes on each product package. Consumers were required to submit via SMS these codes to claim cash back or other promotional merchandise. When the codes were submitted, the unique codes not only facilitated the refunds for customers but also provided marketing information to them. All entrants were placed into a draw to win a car each week of the campaign. The campaign was highly successful and is a great example of how a mobile promotion can be used to generate sales and build brand awareness beyond mobile content.
In my view, the key to consumer uptake of data services anywhere is going to be content. Content with sufficient value and relevance to the consumer. Suitable content entails that which is culturally appropriate and can be produced with sufficient scale to make it profitable for carriers to distribute across their networks. Carriers will always rely on content providers that have the knowledge and resources to create content that adds true value to the mobile users’ lifestyles.
British Columbia is uniquely positioned to take advantage of this potential for growth in mobile content development. Its concentration of talent in new media and its culturally diverse character provide an environment where innovative content can be generated for both global audiences and culture-specific ones. Our ability to connect with cultures in these markets is a distinct competitive advantage that should see BC-based firms at the center of global mobile content development.
Nizar Assanie is Vice President (Research) at IE Market Research Corp. (IEMR). IEMR is a Vancouver-based brand research and business strategy consulting firm with significant expertise in the telecom domain.
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PACIFIC NORTHWEST WIRELESS SUMMIT 2008
WINBC continues the build out of its 3rd annual SPIF event.
Learn more about this two day event renamed 'The Pacific Northwest Wireless Summit' and available sponsorship opportunities.
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WINBC EVENTS
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WINBC PARTNER EVENTS
Think Asia 2007
BCTIA Think Asia Workshop: China 2008
Vancouver, BC
September 13, 2007
CTIA 2007 Wireless I.T.
Networking Opportunity for Canadian Companies
San Francisco, CA
October 24, 2007
Wireless Seedstage Forum
A funding forum for wireless investors, technologists and entrepreneurs
Austin, TX
October 17, 2007
Angel Forum
22nd Angel Forum
Vancouver, BC
November 14, 2007
Wireless Connections 2007
Changing Landscapes: How Technology is Advancing Productivity
Banff, AB
November 15 - 16, 2007
INDUSTRY EVENTS
GITEX and GULFCOMMS 2007
27th Gulf Information Technology Exhibition
Dubai, UAE
September 8 - 12, 2007
RFID Conference 2007
World Australiasia Conference
Sydney, Australia
September 10 - 13, 2007
CEATEC Business Matching
Jetro's Business Matching Program 2007, Japan
October 2 - 5, 2007
EXPOCOMM 2007
Canada @ ExpoComm 2007
Buenos Aires, Argentina
October 9 - 12, 2007
SMAU 2007
44th International ICT Exhibition
Milan, Italy
October 17 - 20, 2007
CTIA
CTIA Wireless I.T. & Entertainment 2007
San Francisco
October 23 - 25, 2007
Canada @ P/T Expo
Canadian Pavilion @ PT/Expo & Networks Comm 2007
Beijing
October 23 - 27, 2007
Wireless Olympic Events
For Canadian and UK companies to work collaboratively to develop wireless Olympics applications
London & Glasgow
November 6 - 7, 2007
TiEcon 2007
Canada's participation in TiEcon, New Delhi
December 10 - 12, 2007
Canada @ 3GSM
Opportunities for company recruitment, Barcelona
February 11 - 14, 2008
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