Ease-of-use Primary Barrier to Wireless

Many mobile users are still perplexed by complicated handset configuration and service access. That's the message from SmartTrust, who suggests the slower than expected uptake of data services, as reported by many of the industry's analysts, is a result of poor user experiences. Many operators see data services as a key driver towards increased ARPU, with many now offering a portfolio of non-voice services. These include picture messaging, mobile games, infotainment and m-commerce.

"The uptake of these types of services in many regions remains much lower than expected. The content is there, the delivery channel is there, but the user experience is still affecting their mass appeal. The majority of users don't want to reconfigure service setting or remember short codes in order to access new applications. That's where WAP failed", says Tim Barber, Vice President of Global Sales at SmartTrust. "As new services come online, operators need a mechanism to support the remote configuration of subscribers' devices, allowing them to access new services without any intervention. Fortunately, more and more operators are recognising the importance of this with greater investment in sophisticated OTA (over-the-air) service and device management platforms. We have also seen enormous growth in the deployment of services based around SIM browsers such as the SmartTrust WIBä."

Incorporated into the SIM card's functionality, SIM Browsers such as the WIB allow operator services to be presented on the handset as navigatable menu-items, offering a 'scroll and send' approach to services, and removing the need for users to reconfigure their handsets or type in service shortcodes. In February 2003, SmartTrust released new figures that showed a 300% rise in the number of SIM Browser implementations since 2001 (based on its SmartTrust WIBä technology). From 30 million in 2001, the figures show the number of SmartTrust WIBä implementations has now passed 120 million, beating the company's own growth expectations by 25%.

Using the SmartTrust WIBä, a number of operators have successfully increased ARPU. Bharti Airtel in India recently announced it had increased data traffic by 500%. Its portfolio of data services, including a mobile dating application, uses the SmartTrust WIBä to control service access and allow the operator to make remote handset and service configurations. The same technology has helped Greek operator Cosmote become the country's leading operator, whilst in Russia, Sonic Duo generates nearly 10% of revenue from its portfolio of WIB-driven data services after just a short time in operation.

"The technology will remain an important element of 3G services," adds Barber. "Many operators are relying on data services to recoup their investment in 3G licenses. Universal SIM Application Toolkit (USAT) Interpreter is the standardisation of the WIB concept for 3G networks and SmartTrust is successfully driving its standardisation in the standardisation body 3GPP. 3G service operators will need to look closely at 2G and 2.5G services to see what works and what doesn't. It may be true that technology and the level of service sophistication has increased, but the user's expectations of ease-of-use will remain the same."