Accenture-Study-Mobile-Web-Watch-Germany-Austria-Switzerland-EN
Accenture-Study-Mobile-Web-Watch-Germany-Austria-Switzerland-EN
Accenture-Study-Mobile-Web-Watch-Germany-Austria-Switzerland-EN
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Challenges<br />
Data concerns persist, especially<br />
over cloud services<br />
One of the biggest obstacles to a faster adoption of the<br />
Internet on mobile devices first detected in the 2008 survey<br />
was the concerns over data security. This has extended<br />
to the use of cloud services too. The consumer wants a<br />
secure environment—74 percent of the mobile Internet users<br />
surveyed in <strong>Germany</strong>, 66 percent in <strong>Austria</strong> and 68 percent in<br />
<strong>Switzerland</strong>, were worried about the security of their data. In<br />
the case of those using or considering using cloud services,<br />
these concerns ranged from losing personal data, hacking of<br />
personal data to viruses harming mobile devices (<strong>Germany</strong>: 82<br />
percent, <strong>Austria</strong>: 83 percent, <strong>Switzerland</strong>: 74 percent).<br />
16<br />
This finding highlights a significant opportunity for cloud<br />
service providers to work with network service providers to<br />
meet the data security needs of the digital consumer through<br />
adapted tariff plans and appropriate privacy policies.<br />
Additionally, companies across the communications, media<br />
and technology value chain will need to take note of a finding<br />
that reiterates the annoyance factor associated with online<br />
advertising. A higher share of the mobile Internet users—who<br />
most often come across ad banners and coupons on tablets<br />
and advertising through texting on smartphones—find these<br />
services annoying. This again brings to light the growing<br />
struggle of advertising and marketing companies in finding<br />
innovative ways of getting their messages across. Service<br />
providers and content developers will need to explore<br />
opportunities to collaborate with marketing and advertising<br />
companies to overcome this barrier.