Feeds

eBay 'sniping' tool: an i-mode mobile phone from O2

But what does O2 get out of it?

Build a business case: developing custom apps

Email and eBay are the top attractions for mobile phone users, according to UK network operator O2, after monitoring the first seven months of i-mode operation.

"We found that eBay's i-mode site is one of the top attractions on i-mode, letting people track the progress of their bids and make new bids on the move – removing the need for people to stay at home in front of their PCs in the vital closing minutes of auctions," O2 head of content marketing Grahame Riddell said.

Content partners "are reaping the rewards too", the carrier said, "both in terms of new customers for their new services and in terms of actual returns too".

Many of O2's i-mode content partners saw their set-up costs returned within the first month, it claims. "In addition, Kelkoo's shopping comparison site is very popular, letting people find the best prices for goods wherever they are."

The O2 announcement is full of fascinating insights into how people might use mobile internet; what it doesn't reveal is what O2 gets out of it.

When an announcement doesn't mention the bottom line gains, it's probably not because the news is too good to share.

In this case, you don't need to be a cynic to see this as a loyalty operation. Features like i-mode don't make much difference to the average revenue earned per user (ARPU) but that's not a problem, if you get new customers joining your network from your rivals, or (even more important) prevent people leaving your network to join rivals.

In that respect, O2 (and its new parent, Telefonica) will be pleased. "The success of these applications represents a shift in the application of mobile technology," the official announcement said.

"Aside from successful i-mode content, O2 will also announce a raft of new handsets over the coming weeks and months," the company added. "This will bring a number of additional major handset manufacturers into the i-mode ecosystem."

Copyright © Newswireless.net

Secure remote control for conventional and virtual desktops

More from The Register

next story
UK fuzz want PINCODES on ALL mobile phones
Met Police calls for mandatory passwords on all new mobes
Canadian ISP Shaw falls over with 'routing' sickness
How sure are you of cloud computing now?
Don't call it throttling: Ericsson 'priority' tech gives users their own slice of spectrum
Actually it's a nifty trick - at least you'll pay for what you get
Three floats Jolla in Hong Kong: Says Sailfish is '3rd option'
Network throws hat into ring with Linux-powered handsets
Fifteen zero days found in hacker router comp romp
Four routers rooted in SOHOpelessly Broken challenge
New Sprint CEO says he will lower axe on staff – but prices come first
'Very disruptive' new rates to be revealed next week
US TV stations bowl sueball directly at FCC's spectrum mega-sale
Broadcasters upset about coverage and cost as they shift up and down the dials
PwC says US biz lagging in Internet of Things
Grass is greener in Asia, say the sensors
Ofcom sees RISE OF THE MACHINE-to-machine cell comms
Study spots 9% growth in IoT m2m mobile data connections
O2 vs Vodafone: Mobe firms grab for GCHQ, gov.uk security badge
No, the spooks love US best, say rival firms
prev story

Whitepapers

5 things you didn’t know about cloud backup
IT departments are embracing cloud backup, but there’s a lot you need to know before choosing a service provider. Learn all the critical things you need to know.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Build a business case: developing custom apps
Learn how to maximize the value of custom applications by accelerating and simplifying their development.
Rethinking backup and recovery in the modern data center
Combining intelligence, operational analytics, and automation to enable efficient, data-driven IT organizations using the HP ABR approach.
Next gen security for virtualised datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.