Analyst Angle: The mobile browser needs a companion

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A minority of mobile subscribers use browsers on their cellphones today. Of those who do, only a handful do so on a regular basis (i.e., daily or weekly). For the most part, cellphone users are not migrating the majority of their “desktop” activities to their cellphones.
Some of the most popular online activities are sending/receiving e-mail, using search engines, banking and researching products and services. Among these applications, e-mail is the most widely used on the cellphone, but regular users are still hard to find. Even popular online activities that lend themselves well to cellphone users on the go (e.g., maps, traffic, daily news) have seen fairly low uptake (i.e., less than 5%).
Most cellphone owners don’t use Web-based services on their cellphones because information services hold no interest or they think the cost is too high. Motivating these folks to use Web-based services on their cellphones will be harder.
Willing to pay
Consumer complaints about high prices tend to be a bit of a red herring. Consumers are willing to pay for good experiences and products. The industry, however, can double or triple current adoption levels and drive up usage by focusing their efforts on those cellphone users who would be motivated by a better user interface and more compelling experiences.
Consumers are interested in Web-based services on their cellphones that can provide easy access to information or services. The popularity of directory-assistance services is one proof point, as is consumers’ stated interested in offerings such as weather, maps, news, traffic, banking and even shopping. For teens, MySpace, e-mail, instant messaging and music services are popular offerings.
The answer, I believe, lies in an alternative to the browser that allows cellphone oeither shrinking the desktop experience or stripping it down. The challenge in this approach is that cellphones will likely always have smaller screens, less powerful processors and fewer user interface options given requirements for small, pocketable size and long battery life.
Moving target
Moreover, the Web is a moving target. It gets “fatter” (i.e., video, applications and rich media formats) every day. Squeezing the desktop experience onto a handheld device with a wireless connection will always be challenging. Apple Inc. and Nokia Corp. have created excellent browsers for their phones, but that doesn’t necessarily mean the browser is the best way to find and consume content. For now, browsers provide a familiar experience to cellphone users and offer access to a range of Web content.
Browser alternatives
The answer, I believe, lies in an alternative to the browser that allows cellphone owners to access information quickly-especially information that falls into the category of “glanceable” content. Glanceable content is information accessed on a daily basis, such as news, weather, traffic, stocks, scores, etc. Daily information needs can be satisfied with applications that sit on the home screen (or nearby) that allow the user to click and read. I’m not talking about replacing the browser, but giving it a companion. For occasional or in-depth information needs, the browser would still be available.
Widgets (in the generic sense) resemble most closely the kind of companion application I imagine. They can be positioned on the home screen or nearby. There is one application per content type. They are customizable. The content can be pushed to the device, synched or pulled by the user.
Some have argued that pushing content to a device kills the battery and unnecessarily uses bandwidth on the network, but Research In Motion Ltd. has proven it’s possible with devices such as the Pearl.
Wins for everyone
Increased adoption of Web-based services on cellphones is a win-win-win-win for cellphone users, carriers, media companies and advertisers. With an improved user experience, cellphone users will realize greater utility (and entertainment) from their cellphones and wireless data plans. Carriers obviously benefit from more data subscriptions plans. Media companies extend their audience as well as improve their ability to monetize it with more page views for inventory.
For all of these reasons, I think it makes a lot of sense for the browser to have a companion on the cellphone to help users access content and services found on the Internet. The browser still provides a lot of value, but there should be more focus on optimizing content for the cellphone rather than simply shrinking it down. Handset manufacturers such as Apple, Nokia and RIM have taken steps in this direction, but only on high-end handsets to date. Bringing these applications and user interface to the average phone could be a real game changer for the industry.
Questions or comments about this column? Please e-mail Julie at jask@jupiterresearch.com or RCR Wireless News at rcrwebhelp@crain.com.
Julie Ask is vice president and research director, JupiterResearch.