Mobile Innovations from Asia Pacific: Industry Research Report

Mobile Innovations from Asia Pacific

Published Date: June 2006

Published By: Frost & Sullivan

Page Count: 26

Order Code: R1-4963

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Description

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Reseacrh Overview

This Frost & Sullivan research service entitled Mobile Innovations from Asia Pacific provides a comprehensive overview of upcoming mobile marketing solutions in this region and offers a detailed analysis of their impact on both consumers and service providers. In this research service, Frost & Sullivan's expert analysts thoroughly examine the following key mobile innovations emerging from Asia Pacific: image recognition technology, color code recognition technology, and electronic ticketing system through SMS.

Market Sectors

Expert Frost & Sullivan analysts thoroughly examine the following market sectors in this research:

Image recognition
Color code recognition
Electronic ticketing system through SMS

Technologies

The following technologies are covered in this research:

Peer to Peer (P2P) Networks: A type of network in which each workstation has equivalent capabilities and responsibilities. This differs from client/server architectures, in which some computers are dedicated to serving the others.
Wireless Fidelity (Wi-Fi): This term refers to certain types of wireless local area networks (WLANs) that use specifications in the 802.11 family. Wi-Fi technology boasts of faster data transfer speeds and range, making it a good competitor for Ethernet (802.3) systems.
Session Initiation Protocol (SIP): SIP is an Internet Engineering Task Force (IETF) standard protocol for initiating an interactive user session that involves multimedia elements such as video, voice, chat, gaming, and virtual reality. This is the most popular standard for multimedia on IP.

Market Overview

Mobile Phone Marketing Services Hold Huge Potential

Mobile phones have witnessed unprecedented growth in the technology-savvy Asia Pacific region and become practically ubiquitous, offering an excellent marketing channel that companies would find hard to ignore. The fact that mobile devices are ‘always on’ and connected to the communications network gives marketers the opportunity to communicate spontaneously with consumers. This opportunity increases manifold when mobile phones are integrated into a cross-media marketing communications campaign - for instance, with newspapers or television - as their reach becomes wider and more effective.

With innovations abounding in the Asia Pacific mobile communications space, there are a few emerging trends that are anticipated to drive the further growth of mobile marketing services in this region. These include the camera phone-based information search service and the electronic ticketing solution through text message, wherein the mobile phone is used to receive paperless tickets, passes, and coupons. "Frost & Sullivan expects these two trends to eventually converge, resulting in a more comprehensive solution," notes the analyst of this research service. "This integrated solution will not only capture data using the mobile phone camera and pull related content onto the phone screen, it will also be capable of sending paperless coupons or tickets related to the images or color codes captured by the camera phone."

Camera-based Information Search Solutions and Electronic Ticketing Set to Drive Growth of Mobile Marketing Services

The mobile phone camera phone-based information search service is developing well in Asian countries, driven by the emergence of enabling technologies. Camera-based solutions provide users with customized information by recognizing codes or images with the click of the camera phone. South Korea’s ColorCode solution is leading the way in these services and is considered eminently suitable for promotions and discounts advertised on printable media and television. Several ColorCodes can be generated for different products, with the colorful coding structure serving not only as a design statement, but also as a revolutionary system of recognition that enables consumers to access exciting mobile content and avail various promotional offers.

Electronic ticketing solutions through text SMS is another emerging mobile innovation that is capturing the interest of consumers. bCODE’s revolutionary solution, for instance, enables customers to have paperless tickets delivered directly to their mobile devices instantly, eliminating the need to stand in an actual queue. This solution is consumer-friendly, as it is based on standard text messaging through SMS and is therefore, much simpler to use than the barcode solution. Moreover, it is supported by almost all mobile phones in the market, including personal digital assistants (PDAs), Blackberries, Palm Treos, and Apple iPODs. "Although SMS barcodes have been used before for ticketing, service providers have frequently faced compatibility problems, as not all phone models support barcode messages," notes the analyst. "On the other hand, the bCODE solution works on any device that displays text."

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