A survey of 15,000 consumers across 15 countries has revealed a huge demand for smart, personalized mobile Internet services. However, mobile operators are risking their place in the mobile value chain by not responding to these demands quickly enough. Survey respondents suggest that over the next six months, media organizations such as the BBC, application developers such as Facebook and service providers such as Google, will be viewed as the most appropriate providers instead of mobile carriers.
The survey, undertaken by Nielsen Research and commissioned by Tellabs, reveals a strong user demand for a smart, personalized mobile Internet experience. 63% of users say they would use these services – tailored to personal preferences, location, time of day and social setting – within the next six months.
Despite this high demand, the research delivered a stern warning to operators. In 11 out of 14 areas, users expect a range of third-party providers to deliver new services such as music, mobile email and Location-based Services within six months. In contrast, mobile carriers were only deemed most appropriate to provide basic voice, SMS and MMS services.
The survey also revealed some positive news for operators. Users know that today, operators provide these new services in eight out of 11 areas. The survey also shows that globally, users trust in operators is high, second only to banks.
 Clearly consumers are clamouring for smart, personalized mobile Internet services. But consumers have brought expectations from the fixed-line Internet to the mobile Internet, says Tellabs CEO, Rob Pullen. If carriers want to stay in the game and avoid becoming dumb pipes, they need to use the valuable assets they already have, such as location-awareness, and to make networks smarter for personalization. They need to act now, and act fast.
The research shows that users now more readily identify with third-party brands such as Google than with their mobile operator. But it also shows that operators have an opportunity to make the most of todays positive position. By making networks smarter to deliver new, personalized mobile Internet services, says Tellabs, operators can build powerful relationships with users. They can continue to play a leading role in the mobile Internet and its value chain in order to secure valuable revenue streams.
Tellabs Mobile Solutions add intelligence to mobile networks, enabling them to deliver location- and context-aware smart applications and services. The acquisition of Silicon Valley start-up WiChorus in 2009 gives Tellabs mobile packet core and Internet offload capabilities through its Tellabs 9000 SmartCore platform. Tellabs 9000 SmartCore platform can offload up to 70% of Internet traffic before it reaches the core. Tellabs says that this technology, coupled with its mobile backhaul expertise, means that it can dramatically raise the IQ of operators mobile networks.