3G Sponsored by NetTest

 

 

3G Users Spending More

8th December, 2004

Europe : 3G is already beginning to connect with both customers and content providers. With the 3G experience being rolled out to users in the UK on Vodafone, Orange and '3' networks, data from Bango shows that users of 3G devices are browsing widely and downloading more content than users of traditional 2.5 handsets.

Average spend by users of 3G devices is approximately 60% higher, with higher priced multi-media content proving to be popular amongst early adopters of these devices. According to Bango, content providers are targeting this user base by offering content tailored for 3G phones, which is accordingly more highly priced. For the early adopter market, 3G content is being positioned as premium content.

Content providers such as Crazycontent.net are already providing videos optimized for 3G. "By re-encoding our Jack Ass-style videos, extreme sports and HotVid.net adult content specifically for 3G, we can deliver better quality, longer videos," said Ian MacIver, CTO of Mobile Media Productions. "We are keen to secure first mover advantage and charge a premium price for our exciting range of video content."

3G portals provided by the UK operators offer a richer user experience, and provide faster connection and download times. 3G users are more prepared to browse into off-portal content, searching for a range of third party services. Videos and music feature heavily in sites starting to offer content optimized for 3G, with videos as long as 2 minutes being downloaded. Users of 3G handsets accessing content through the Bango platform visit more sites as well as spending more.

"3G network operators that encourage and enable open access and easy browsing will benefit most of all from increased consumer activity" said Ray Anderson, Bango CEO. "Our usage data is already showing that fast and easy access to content gets consumers to try more services and spend more money."

The transition from GPRS to 3G is a huge step up in performance, the same order of magnitude as moving from a 56K modem to broadband. 3G brings with it a superior user experience where internet pages appear on the phone in a fraction of the time and videos download in a matter of seconds.

Bango provides the services to ensure easy access to mobile internet content, collection of micro-payments, detailed tracking of user spending patterns, and the tools for peer-to-peer viral marketing.

About Bango

Bango has developed and deployed an open, global, infrastructure platform that enables content providers to market, sell and deliver their products and services directly to mobile phone users on all mobile networks using the mobile internet.

Home ProZone Subscribe To Newsletter 3G Forum