Perspective : Unlocking the true value of wireless Internet

I recently returned from Mobile Internet Asia 2001, the premier wireless Internet and mobile commerce event held in Singapore this year. It was pretty much an eye-opener for me after hearing the barrage of speakers from the world’s top telecommunications companies such as Telstra, British Telecom and M1, reveal what the future holds for their users.

I, for one, have always proclaimed that the Internet, as we know it today, will have completed its evolution once it is accessible via a mobile device which, in the Philippines, is the GSM cellular phone. Anywhere, anytime access is true to a certain degree, but expectations though will have to be put in perspective to avoid disappointments. Fortunately, the hype created by m-commerce has simmered down but the disappointing rollout of WAP has created a very skeptical market. What happened?

Firstly, WAP was poorly conceptualized as its developers did not only envisage the lack of compelling content services at its onset, but its pricing mechanism, coupled with a slow transmission speed of 9.6Kbps made it very expensive to use. Thus, its usage waned not only here, but also in Europe, as admitted by Deutsche Telekom.

Secondly, mobile users will have varied expectations of the services available on a handset. When it comes to mobile Internet, it is important to bear in mind that mobile Internet is not the PC Internet on a mobile phone. Especially so if you are used to viewing it from a 17-inch monitor like I do! Thus, the people who used to surf the Internet on a PC randomly, will now have a different mentality where very specific services and content will be desired.

Thirdly, researchers are still trying to find out what users want. They have discovered that current cellular phones owned by most wireless users are just too small to benefit from most existing content applications. It is not just a matter of enabling current Internet content to be accessed via a mobile phone; as such content was created to be viewed from a monitor to begin with. Thus, content personalization created for a wireless device is deemed very necessary. Its content also has to be localized to encourage its more rapid adaptation. Such localized topics can range from directories, local news, city guides to even music.

Lessons from WAP rollouts

I believe that our progressive global telcos have learned a lot from what transpired during their WAP rollouts. They have come to realize that their wireless users are interested in services, not technology of delivery. If you don’t create a product that your users actually find useful and relevant to their lives, why should they bother using it, much less pay for it? Thus, expect emphasis now on the creation, aggregation and delivery of services with a high-perceived value to the user. Lower costs to the user can also be expected to encourage take-up, as the GPRS, promising speeds of up to 115Kbps, will introduce a different pricing mechanism. Instead of the per minute charge as WAP had, a user remains "online" all day but is only charged per "byte," which is a unit of memory for a file size. In layman’s terms, think of it as paying for fresh vegetables according to weight.

In summary, the end-user will definitely reap the benefits of services that advances in technology will offer. Be prepared though for a lengthy learning curve due to immature services, networks, processes and mobile devices. Positively, global telcos have come to realize the task at hand and are focused on creating a simple, secure and compelling offer for its users. Using a tool such as 2.5G or GPRS, the wireless industry can unlock the true value of wireless Internet services and maximize its benefits to its subscribers.

(The author is Chief Bidshot of Bidshot.com)