Mobile subscriptions reached 4.3 billion in 2009 and will grow to nearly 5.4 billion by 2013, says analyst ABI Research.
The trends driving the increase in subscriptions include changing distribution models, greater choice of connected devices, faster networks and proliferation of mobile applications, claims the company. All these choices highlight one of the biggest challenges facing the industry today: mobile services personalisation.
“Customers increasingly want a personalised experience with their mobile device and service,” says Dan Shey, ABI Research Mobile Services practice director. “Service personalisation involves not only allowing them to find and select the right mobile services and applications but also to control, monitor, and pay for mobile services in a way that best suits their needs.”
“Although the mobile consumer can be defined by mobile voice subscriptions and spending on messaging, web access and other mobile data services, those measurements are simplistic,” says Jeff Orr, senior analyst. “Mobile consumers are increasingly defined by the applications they acquire to personalise their mobile experience, by their adoption of mobile broadband, their shopping choices, and how, when and where they use their mobile services.”
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