3G Operators Seeking Killer Apps

3G operators are still looking for the “new features customers cannot live without that will finally make 3G pay”, according to Reuters. It’s true that there is no stand-out content or service that is attracting customers to 3G in droves — if we widen it to data the “killer app” is already here in the form of SMS, but operators don’t want to hear that. I’m with the camp that says there is no killer app for 3G, it will take a variety of services and applications to attract different people. SMS and e-mail are listed as having high take-up (unsurprising since they’re communication tools) and LBS is touted as providing the final push that will spur uptake. Tom Bradley, EVP at HP, suggested that rather than spend a lot of money on marketing 3G carriers would to better to migrate “bread-and-butter office applications” onto the service, an “if you build it they will come”‘ approach.

The article also goes into the moves for the next-generation of technology promising higher speeds. “It’s not like we have a new application to make the best of new networks. Simply increasing the speed won’t change the picture much,” said Suran Seong, a senior analyst at research firm Ovum.” That’s true, but it’s also true that the applications around today often simply aren’t good enough to attract customers who are turned off by a bad experience.

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