 | Thanks to the evolution of technology and the importance of mobile phones to their users; companies and marketers alike are evaluating opportunities to exploit the use of internet marketing and mobile technology with the advantages it brings. The question here is whether consumers are likely to change their PC usage habits and utilise mobile internet |
| technology. Mobile phones have a unique advantage: due to their portability and convenience they are carried almost permanently by most users and have become a vital tool in their everyday lives. In fact, many users don’t just see it as a practical tool but also as a “status symbol”. | |
Technological advancements have provided users with a high level of personalization regarding the features of the mobile, allowing an internet experience similar to that of computers in terms of communications, search of information or simply surfing the net. A PC will likely keep its importance in some professionals’ point of views; as architects, engineers or users who need specific programs and software will keep using it.
A factor that can increase the success of the internet accessed by mobile phones, are location-based services, this refers to the unique ability of a portable device to find information related to its geographical position (e.g. the closest restaurant, taxi services, cash machine and so on). In order to better understand this factor, one must understand the means and ease of getting connected to the mobile internet: WIFI technology allows users to connect their devices where a hotspot is available, but the GPRS technology makes the access possible much more widely, which in turn makes the user free from the need to access the internet via a desktop.
Therefore, personalised services such as receiving the result of a football team in real time or the answer to an announcement can grow substantially and influence peoples PC usage habits. Furthermore, with new developments in technology; a mobile phone can be used as an “e-wallet”, allowing the user to make transactions, payments and storing credit card information: an example of this is given by the Japanese mobile carrier NTT DoCoMo. Also thinking ahead, Japanese industries are pushing this service to a real storage device concerning a form of personal identification and even airplane tickets (Regan K. 2009).
| Another aspect to be analysed is the security; users are sceptical about the security in terms of the handset itself and of their personal data. Users can show concern that in losing their mobile phone they might allow |  |
| thieves or other people to have access to some personal data and files. The personalization and security measures with new technology can help overcome this as a mobile phone would be rendered useless if not used by its owner. | |
Another possible way of accessing the internet is via an interactive digital TV, and the success of this technology and its usage is influenced most of the factors and issues analysed above regarding mobile devices. Accessing the internet through the TV is typically approached on a leisurely perspective rather than a more practical point of view. This would nonetheless have an effect on the use of the PC as people would not need to leave the couch to check their mail or browse the mail; a couch potatoes dream.
However, the TV is also perceived as a less personal tool that can be enjoyed in a group. This raises issues regarding the personalization of the services and features, as it can involve more people browsing the internet together. A possible solution would be to have profiles on the TV such as there is in computers in which the user or users may select a profile in which suits they personal preferences.
Furthermore, the technology at the disposal of this tool requires rather quick access to interact with the services, but the fact that it is based on phone lines when regarding accessing services online makes it slower.
From these brief considerations, we can say that the expansion of internet access through mobile devices is already having great success and is likely to keep growing and may even overtake the use of computers regarding certain services such as online banking or search of quick information. It has to be considered though, that a computer is a vital tool to most people, whether a student, professional or a user of specific software, and it will be continued to be used for purposes such as personalized services, deeper researches, and also leisure.
Companies need to keep an eye on these technological developments as they can provide innovative and profitable channels to reach their customers with their messages in a more continuous way.
REFERENCES:
Regan K., (2009) Japanese Form Mobile Wallet Alliance, ecommercetimes.com
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