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Sunday, November 09, 2008

MobileFocus2008 - iPhone changed the rules for mobile internet

”iPhone and the changed rules of the game for mobile internet” by Ulrika Steg, Product Manager Consumer markets, TeliaSonera

Ulrika presented the impact from the Launch of the iPhone.

  • 28% more data traffic in their 3G network after 1 week, since 160% more data traffic
  • Most iPhone users browse outside their portal (the way it should have been everywhere from day 1 when internet access was possible on a mobile phone!) vs. non-iPhone users
  • User cost control important
  • iPhone users feel they have internet in a pocket
  • 80% of buyers men under age 35 and half live in big cities (I think this also depends on the fact that in big cities you do have 3G coverage, I know a friend of mine living out in the country in northern Sweden and as he put it, "you have to climb up in a f%%%ing tree to get phone access")
The good thing about the iPhone launch, it forced the mobile operators to start thinking about how to offer value priced "flat-fee like" data plans. Telia has come up with pretty good plans so far, at the expense of higher price for the phone. The Metro daily paper actually made up a plan, buy cheap Ryan Air tickets, fly to Rome Italy in the morning, buy the iPhone, fly back home and you save a lot of money. But this is just the beginning of smart touch phones with turbo 3G access, more phones have just been introduced and more competition from Tele2, Telenor and 3 will mean better and better data plans. It will be interesting to see what happens here in Sweden when the new Nokia 5800 XpressMusic phone starts selling at the 279 Euro price for an unlocked phone.

More from this event will come in newer blog posts from Thomas Lidforss International