IDC Advises Mobile Carriers to Adopt Services and Marketing Strategies for Different Wireless Data Users in the Philippines

August 04, 2004

Manila, August 04, 2004 – Results from a recent IDC survey conducted with 300 respondents in the Philippines indicate that mobile carriers' single plan services and existing marketing strategies for data-centric mobile services are insufficient to fully tap the abundant market opportunities. IDC therefore advised mobile carriers to understand the importance of implementing targeted marketing strategies and to tailor-make service package for different wireless data user segments.

Based on survey results, IDC has identifies four different clusters of mobile data users, namely SMS users, text apps fanatics, multimedia buffs and wireless innovator. Karen Rondon, Telecommunication analyst of IDC Philippines says, "Each of these user clusters has categorically different usage patterns, behaviors and interest levels in mobile data applications. This implies different adoption and migration paths for each of the market segments, and suggests the need for carriers to adapt their services and marketing strategies accordingly to capture new opportunities and growth within each of the segments."

Of the four clusters identified, the SMS users cluster represents the largest group of respondents. Although Wireless innovators are regarded as early adopters and heavy users of data services, they make up the smallest user cluster. However, they play a significant role in helping operators test and push new applications into the market. The figure below shows the relative proportion of each of the user clusters identified.

This survey also reaffirms the prevalence of SMS messaging as the most used mobile data application, with 91% of surveyed mobile phone owners sending SMSs on a daily basis. Subsequent popular applications include handset personalization services and premium SMSs. Noting that 100% of mobile phone owners make use of SMS messaging, these survey findings suggest that there is still ample room for the growth of premium SMS business.

IDC's recent study, Mobile Internet Survey: A Profile of Wireless Data Users in the Philippines , is a comprehensive document, which delves into the market trends on mobile adoption from the end-user point of view, as well as identifies and profiles individual market segments according to their unique application usage awareness, wireless usage patterns and demographic traits. The study makes use of information collected from an IDC Internet end-user survey, whereby 82% of respondents are mobile phone users.

For more information about purchasing the research, please contact Hazmi at +603-2169-7526 or hyusof@idc.com. For press enquiries, please contact Stephen Chong at +603-2169-7521 or ckchong@idc.com.

Contact

Chong Chee Kian
Events & Marketing Executive
Tel: +603-2169-7521
Fax : +603-2163-5098
Email:ckchong@idc.com