LONDON—Network operators need to focus on more than technology availability in order to see an increase in worldwide adoption of wireless services, according to a recent report from the Global Mobile Suppliers Association (GSA).
“We are still seeing the promotion of technology for technology’s sake,” cautioned Alan Hadden, president of the GSA. “Customers do not buy technology. Building a campaign around use of terms such as GPRS will be meaningless, and most current charging structures confuse and scare the customer. We need to grow the market by building users’ appetite for non-voice services, which requires more marketing vision, and compelling services which are easy to use and affordable.”
The group also said partnering between mobile network operators and the content and application industry is critical to generating new revenues for non-voice services.
