September 5, 2006

Getting Consumers To Use Mobile Services

Using Social Computing Energy To Build Contagious Mobile Services

by Niek van Veen

with Jaap Favier, Andrea Carini, Lizet Menke

Executive Summary (This is a document excerpt)

Mobile services have not been able to turn high consumer awareness and interest into usage and revenues. To successfully market new services, product managers will improve usability, make the services complementary, and increase the addressable market. They will use two complementary methods to achieve this: taking more control via an inside-out approach and sharing this control with target consumers in an outside-in manner.

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