OYSTER BAY, N.Y.-New research shows that wireless carriers that launch their own branded portals and handsets enjoy much better data sales than carriers that simply offer access to the wireless Internet.
“Carriers recognize that they need to deploy these services in order to meet their customers’ needs, which boosts ARPU (average revenue per users),” said Kenil Vora, an analyst with Allied Business Intelligence, the firm behind the research. “In turn, these services will whet subscribers’ appetites for even more data-centric services, eventually working to bolster equipment markets.”
ABI said that the burden continues to be on carriers and content providers to lure consumers to value-added content and services beyond voice and text messaging. The firm pointed to SK Telecom’s June service and Vodafone’s Live! as examples of successful carrier branding strategies.
