Accenture-Study-Mobile-Web-Watch-Germany-Austria-Switzerland-EN

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Conclusion Mobile Internet is Mass Market in Germany The upswing continues: After a brief downturn in 2009 and 2010, growth in the market for the mobile Internet rose sharply from 2011 to the present and has achieved mass-market penetration in Germany. % of Market Penetration Market Customer Market Entry “Early Adopters” 13% Figure 6. Accenture Analytics 26 Mobile Phones only 50% in Germany 18% Mass Market Capability “Bring followers on board” 17% Mass Market Penetration 28% 2008 2009 2010 2011 2012 Mobile phones, tablets, notebooks 58% in Germany Mass Market Efficiency “Handle Customer Portfolio” 58% 50% Ideal course Typical course Real and projected course This shows the development of mobile Internet usage via mobile phones from 2008 - 2012 in Germany In 2012 in Germany, the use of the mobile Internet via mobile phones, tablets and notebooks was 58 percent
The Accenture Mobile Watch Survey, 2012, again underscores the need for companies in the mobile Internet business to focus on the basics first as the mobile Internet mass market becomes a reality. For communications service providers (CSPs), that would mean a greater emphasis on building their network and more bandwidth, and on investing to ensure better coverage and quality of service. As mobile Internet usage rises (in Germany alone, there are 30 million mobile Internet users), these improvements in infrastructure can help the CSPs build enduring relationships with customers and stay ahead of the competition in this intensely dynamic environment. These improvements in infrastructure can help them in building enduring relationships with customers and staying ahead in this intensely dynamic environment. The hyper-connected consumer—with unprecedented levels of computing power thanks to innovative devices such as smartphones and tablets—is an active participant in the market and not just a passive recipient of services. The trend of multi-device Web access that the survey highlights presents a real opportunity for communications, media and technology companies to outperform the competition through differentiated, multi-device and multi-platform offerings. The possibilities associated with a “connected world” have already been demonstrated through the growing uptake of connected homes and over-the-top TV services. Broadcasters, technology companies and service providers need to brace themselves for a new generation of Web users looking for increased interoperability, multi-device and multi-platform support, and superior experience. In this connected world that includes the network and services (Internet, entertainment, video and gaming), CSPs are taking on the role of enablers. To outperform as enablers, CSPs will need to get smarter about their customers and the way they market to them. Companies that have been successful in this role are differentiating by leveraging analytics to process the vast amounts of data that the consumer generates while using the Internet. Additionally, as CSPs need to upgrade their infrastructure continuously to keep pace with customers demands as well as their data security concerns, a focus on maximizing costefficiency (whether through outsourcing of customer service or billing or through back-end integration) could help these companies balance costs as well as service levels. As communications, media and technology players try to monetize the opportunities in the mobile Internet era (whether in the area of mobile payments, banking transactions, augmented reality services, cloud services or apps for tablets and smartphones), collaboration and innovation will anchor and sustain the new ecosystem. Collaboration with other service operators on networksharing strategies could well be the key to balance consumers’ demand for quality with the inevitable high cost of infrastructure investments. With the massive capital investments that will be needed to keep up with the increasing bandwidth, speed and quality demands, collaboration among all operators in the value chain will help in bringing innovative services to the market. Building collaboration tools, IT and common industry platforms to incubate and test new ideas could add significant value to offerings and quickly add capabilities that the operators currently lack. This will lead to new alliances and business models, efficient back-office and business processes as companies build faster go-to-market strategies and a strong focus on innovation to stay ahead of the competition. As mobile Internet approaches mass market stage, the various players in the ecosystem—from mobile service providers to content generators—will be compelled to explore avenues for innovation in providing end-to-end services. This business imperative for change and innovation is also applicable to other industries such as retail or banking where the hyper-connected consumer’s behavior and needs are already transforming operating models and IT infrastructure. Such organizations are making use of mobile and cloud-based customer relationship management technologies to keep pace with the demand for new and improved capabilities as consumers increasingly use smartphones and tablets for online commercial transactions. 27
Page 1 and 2: Mobile Web Watch 2012 Special Editi
Page 3 and 4: Executive Summary Mobile devices ar
Page 5 and 6: Core Findings for Germany, Austria
Page 7 and 8: Internet through mobile devices poi
Page 9 and 10: The survey shows that the proportio
Page 11 and 12: Sending or receiving e-mails is sti
Page 13 and 14: Mobile apps accelerating Internet u
Page 15 and 16: Blurring device boundaries: Using t
Page 17 and 18: Network quality is critical-consume
Page 19 and 20: How do you view these advertising m
Page 21 and 22: Mobile payments—a growth engine T
Page 23 and 24: Rising tablet usage The growing pop
Page 25: The fifth edition of the Accenture

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