Right Here, Right Now—Consumer Expectations (2)

Another area that has shown an increasing amount of popularity is mobile phone ring tones. Mobile phones today generally come equipped with a standard set of ring tones that users can choose from. Device manufacturers realized quickly with the growth of phone usage that distinguishing between ring tones was becoming increasingly more difficult. How many times can you recall strolling through a public place listening to any number of cell phones jingle to the same tone and seeing everyone in your vicinity checking their phones at the same time? Service providers and device manufacturers realized an additional need not only for the personalization of ring tones, but also for a distinction among other common rings. New Web sites are developed almost daily that allow customers to purchase and download ring tones for their phones, ranging from popular rock/pop songs to hit movie themes.

As you can see, as mobile devices become more and more a part of daily existence, they must also be pleasant and stylistically appealing for customers to want them. Just as with any product that we’ve grown accustomed to using on a daily or hourly basis, we want the right to choose the exact model and style because it not only represents our likes and dislikes but also is truly an extension of our personality.

Fun and Games
A very exciting and quite rapidly growing area within the wireless space is entertainment on the go. The wireless gaming experience is obviously a bit different from what many video game fanatics are accustomed to. Mobile devices are equipped with screens ranging in size from a postage stamp (cell phones) to that of a larger Post-it note (PDAs), which can somewhat limit the capacity for a rich customer experience. Traditionally, the qualities that make a video game fun and exciting are the graphics, sound, and speed of the game, all of which are qualities that most of today’s mobile devices can’t compete with. However, mobile devices and wireless networks are rapidly evolving and those limitations are melting away. An interesting statistic gathered by Ovum (a leading research group) indicates that total revenues from wireless entertainment will increase from only $125 million in 2001 to over 4.4 billion in 2006. Not too shabby. Depending upon where you spend most of your time and which wireless network you primarily use, the quality of your gaming experience will be drastically different. For instance, a typical wireless game in the United States might have a connection speed of 14.4 Kbs (kilobytes per second) with the potential to be in thousands of colors. Typically, with a mobile phone connection, most of the games take a fair amount of time to download to your device and require a constant connection to be playable. Some examples of these games include Solitaire, Craps, Blackjack, and various adventure games (see Figure 2.1).

Taken From : Enterprise Guide to Gaining Business Value from Mobile Technologies

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