The Future of Mobile Devices: Services?

Sharvanboskirk [Posted by Shar VanBoskirk]

This morning finds me still one of the five women at Nokia World (ok, slight exaggeration) and certainly one of the few non-gadget geeks here.  But based on what I now know about Nokia (one day into the event, and frankly much smarter about context for many of the product announcements made yesterday), I actually think they are quite interested in connecting with the non-gadget types going forward.  In fact, many of the mainstage presentations yesterday as well as the small group breakouts conducted just for Forrester talk about Nokia's goal to be both a product and services company.  In this case, services means providing wireless services -- music, games, messaging, and media sharing -- to consumers via their Nokia handsets.  Nokia calls its "suite" of services (mentioned above) "Ovi."  Ovi is sort of a platform, sort of a set of products. 

Here is how it works: A consumer buys an Ovi-enabled Nokia handset, and they have immediate and embedded access to navigation systems, music downloads, connectivity to their email and IM inboxes, and the ability to share/curate images, videos, etc with others.  This happens without a carrier's involvement -- these services are hardwired into the phone.  And the business model is usually without a subscription -- consumers pay a premium for the handset which is Ovi-enabled.

I'm not going to pretend to be the mobile device expert, here. There are other analysts at Forrester who know alot more about Ovi than I.  But I wanted to introduce it to talk about the marketing implications of handset manufacturer as service provider. 

I think this blend of services bundled with device could actually change consumer behavior in a way that makes the mobile handset a consumer life utility and not just a tool for making calls, sending texts and checking email.  This would be a crucial turning point for mobile marketing .  It would 1) Increase adoption and tolerance for multiple functions/content on a mobile; 2) It would increase consumer facility with using their phone for transactions; 3) It would foster consumers using their mobile to continue experiences they initiate via Web or email.  All steps that would aid the development of smarter mobile marketing programs.

Do you agree?




re: The Future of Mobile Devices: Services?

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