Juniper Research have just come out (May 2008) with a great Mobile Web 2.0 whitepaper
I thought I would show you the part about challenges:
Table 3: Key Challenges for Mobile Web 2.0 Applications
Technology Fragmentation
Variations in device capability are an intrinsic characteristic of the mobile Web environment and there are thousands of different models of mobile devices in the market based on various implementations of operating systems. This makes it extremely difficult for developers to create an application that can execute a task in the same way on different devices with different navigation flows and approaches to displaying information.
Privacy & Regulation
Personal information is critical to the business models being adopted by many Web & Mobile Web 2.0 providers. Social Networking & UCG, in particular, are said to be where ‘the rubble hits the road’ in terms of legal issues. In many countries, there are strict regulations in place that control how and when personal data can be released. If MNOs are to be an intermediary between the user and the
application they need to be able to understand who the user is, what the user wants to do and what they should be able to do, in respect of local laws and regulation. In some countries, there are also fears that the MNOs’ ability to hold personal data and track a subscriber’s movements could be used for ulterior motives – i.e. is the network doubling as a ‘big brother surveillance tool’.
Adjusting to New Partnerships & Business Models
Business models remain in a state of flux. Traditional carrier models are not designed to accommodate Web-centric aspects such as monetising traffic via advertising, while the limited success of mobile portals thus far, demonstrates that operators do not necessarily make successful media providers. On the Web, newcomers and start-ups offering Mobile Web 2.0 applications are currently focused on building their user base and have yet to adopt firm strategies for future revenue generation. Even Web players that have gained an established audience (Facebook, MySpace etc.) are still experimenting with different business models.
Channel Dominance
In the Mobile Web 2.0 environment, it is necessary to connect the world of Web 2.0 applications (chat, IM, presence and communities) with the mobile operator’s assets (BSS/OSS, CRM, network etc.) without any party controlling the end-to-end experience. Yet MNOs and device OEMs still control the distribution channels, making it difficult for independent players to survive without partnering with them. However, mobile developers and publishers are moving down the off-portal/D2C (Direct-To-Consumer) route in a bid to bypass the MNOs’ stranglehold.
Cost of Mobile Data Services
Despite the fact that flat-rate data plans are gradually being introduced in some markets, the cost of mobile data remains a significant barrier to adoption, as does lack of transparency in terms of service pricing. Historically, pricing of data was complex and confusing for consumers, while the high cost per MB (particularly for prepaid customers) clearly acted as a disincentive to usage. This was partly attributable to operators’ desires to maintain control of the content market by means of a ‘walled garden’ approach, although consumer and regulatory pressure, and increasing competition, have led MNOs to reduce their data charges.
Enterprise Sector
Mobile Web 2.0 is at an embryonic stage in the enterprise space. Mobile applications have typically been deployed as customised solutions and are often provided on a licensed basis from specialists. For most enterprises however, both Web 2.0 and Mobile Web 2.0 pose a serious dichotomy: on the one hand, they provide a means to innovate; on the other, they are viewed as presenting a significant security threat. That said, there are some examples of Web 2.0 applications being deployed (mobile IM and Wikis, for example).
Increasing Mobile and 3G Penetration
A major driver for the adoption of mobile Web services is the continued growth in the mobile subscriber base, particularly in developing markets. Of equal importance to the growth of the overall subscriber base is the increasing penetration of 3G technology, which provides greater delivery speeds for data.
Fear of Bit Pipe Scenario
The introduction of flat-rate data pricing means that MNO service revenues could be under threat from low-cost/free applications (e.g. IM and VoIP) if Mobile Web portals are opened up to competitors. The fear of being relegated to a ‘bit-pipe’ where data access is commoditised (i.e. higher volumes but tighter margins) has manifested in MNO’s reluctance to move from the ‘walled’ to ‘open garden’ approach.
Industry Structure
Current mobile industry dynamics are said to make it impossible for small, entrepreneurial start-ups and developers to go after larger brands and licenced content. Meanwhile, branded content owners are not sure whether they actually want their content to be made available on mobile.
Security
As use of Mobile Web grows, and device capabilities become more sophisticated, so the security threat posed by mobile viruses, malware, inappropriate content, unsolicited communications and spam increases – at both a corporate and consumer level:
• Viruses – could spread through mobile devices and MNO networks
• Malware – rogue applications have the potential to bring down certain parts of the cellular network
• WORMs (Write Once, Read Many) – have targeted UGC communities
Spectre of a global down-turn in economic growth
The consequences of reduced consumer spending could well have a detrimental
effect on mobile advertising revenues.
Lack of Metrics
Growth in mobile advertising will hinge on increasing inventory, stability and clarity (in terms of cost), and more importantly, the ability to provide advertisers with detailed performance analytics. The lack of such metrics has been a major hurdle to growth, although a number of third-party providers, such as AdMob and Bango, now offer their own solutions. There are also efforts to create standard metrics, and these are being led by industry bodies such as the MMA (Mobile Marketing Association) and the GSM Association.
Heres’ the link to the PDF. M:Metrics (commscore) and Amethon also have Mobile Marketing Metrics and Analystic tools.
Technorati Tags: .pdf, analytics, Juniper Research, mobile, mobile communities, mobile web, Report, research, Whitepaper
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