Mobile internet needs to “cross the chasmâ€
Mobile network operators and device suppliers need to “cross the marketing chasm” if they are going to grow mobile internet into a big consumer market. This is one of the overall conclusions emerging from the Mobile Broadband research being carried out by Point Topic and YouGov.
“Just as with mobile phones and the early years of the internet, the early adopters of internet on the move are young male technology enthusiasts,” says Tim Johnson Chief Analyst at Point Topic.
“But there millions more out there who are keen to use it, if the prices and solutions are right for them.”
57% of mobile internet users today are under 35 years old and they are much more likely to come from the more affluent social groups. But the range of people who say they are interested in using mobile internet in future is much more evenly spread by gender, age group, social group and income
While current usage is dominated by work-related applications, the new users are much more interested in entertainment and keeping in touch with their friends. Marketing needs to change to reach this much wider group with the promise of meeting their different needs and wants. Prices and devices have to be right as well.
The marketing “chasm” was first identified by Geoffrey Moore in his 1991 book “Crossing the Chasm”. It refers to the difficult transition in the life-cycle of technology products where the marketing approach has to change to cross the gap between the early adopters and enthusiasts who are looking for performance and the pragmatic “early majority” customers who want convenience and practical solutions.
“I think it’s fascinating to see this actually going on right now as far as mobile internet is concerned,” says Tim Johnson, Chief Analyst at Point Topic.
“Our survey shows there is a big potential market out there, but the vendors and operators need a new approach to take advantage of it. At least they’re trying – look at Vodafone’s campaign ‘The internet is now mobile’ for example.”
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