Mobile Customers Prepared To Use Location-Based Services
Customers willing to pay up to 35 DEM per month to use location-based services
Customers willing to pay up to 35 DEM per month to use location-based services
Munich/ Saratoga, California - A research on wireless location-based services has been conducted in Germany, France and Great Britain by the MORI institute on behalf of AirFlash, the premier provider of location-based development platforms for carriers and portals. The findings of the research in Germany show that 42 per cent of mobile subscribers - and even 46 per cent of the group aged from 15 to 44 years - would use wireless location-based services. 74 per cent of this group would also spend up to 35 DEM each month to get such added value services.
When asked which services would offer the highest added value, those mobile phone owners believing wireless location-based services to be "valuable", rated community services in a top notch position, followed by receiving special sales offers on the mobile from near by shops as well as search services for ATMs, restaurants, cafйs, petrol stations etc. A majority of this group is also interested in receiving last minute advertising of cut priced event tickets, travel offers or low priced consumer products on the mobile. Finally, a further important point of this research is the number of 54 per cent of this group which could also imagine to change their mobile operator to gain access to wireless location-based services.
"Location-based services provide mobile operators an excellent opportunity both to expand the offer for existing customers and to acquire new customers", explains Rama Aysola, CEO and founder of AirFlash. "In view of the huge investments in UMTS licences and in building up new network infrastructure wireless location-based services are a powerful argument to attract customers, to provide them useful content offering added value and thus to generate additional revenue."
Technical details
The research was conducted on behalf of AirFlash between December, 4 and December, 17 in Germany, Great Britain and France by the MORI research institute. In Great Britain, 2,041 persons were interviewed face-to-face within the MORI omnibus. In France, 1,000 telephone interviews were conducted by MORI's partner institute Dйmoscopie, while MORI's German partner institute INRA interviewed 1,056 persons face-to-face.
