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Consumers Demand a Very Different Mobile E-Mail Experience

Product Type: Market Research Report
Published by: Yankee Group
Published: October 2006
Product Code: R388-2276
Description
Mobile E-Mail Is a New Revenue Source for Mobile Operators

There is huge latent demand in Europe for mobile e-mail services. The Yankee Group 2005 European Mobile User Survey asked subscribers to rank the most appealing mobile data services. Mobile e-mail was second, chosen by 54% of respondents. Only short message service (SMS) ranked higher, with a 59% response. There is more consumer demand for e-mail than for WAP browsing, music downloads, mobile TV and multimedia messaging service (MMS), which are all current and historic marketing favorites for mobile operators.

Mobile e-mail also represents a substantial revenue opportunity for mobile operators. According to the May 2006 Yankee Group Report, Benchmarking Europe's Leading Mobile Operators in the Enterprise Market, only 14% of mobile users are considered true enterprise users (i.e., the bill is paid by the company). An additional 7% count as prosumers, which act much like enterprise users although they pay their own mobile bill and typically charge back a portion of it to their employers. These two segments traditionally have been targeted with mobile e-mail solutions such as RIM, Good, VISTO and SEVEN in the past. That leaves 79% of subscribers as underserved consumers.

Therefore, today’s mobile e-mail offerings have missed the majority of the market. This new potential source of revenue cannot be ignored at a time when mobile operators are desperate to explore new revenue channels.

Mobile e-mail also represents less of a threat to the cannibalization of existing revenue streams than instant messaging. Typically, we would expect the vast majority of e-mails sent from a mobile phone to be sent to a PC account. They are therefore incremental messages—not replacements for SMS. Even mobile-to-mobile e-mail will probably not cannibalize SMS because it will lack the immediacy and probably the push properties inherent in SMS. MMS has the most to lose because prices are high and delivery is seldom urgent.
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