For Consumer Product Strategy Professionals

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	October 6, 2008 Mobile Utilities Assessing Untapped Opportunities Around Mobile Phones' Daily Use by Thomas Husson with Mark Mulligan

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Executive Summary

Use of mobile phones as clocks or calculators is now quite common. However, a range of new services that are neither communication- nor entertainment-centric is emerging. From location-based services to mobile payments, useful services for consumers' daily lives will gain traction in the coming years.

Key Questions

• How interested are consumers in location-based services, mobile banking, or mobile payment?
• What are the common drivers and inhibitors of uptake of those services?
• What can operators do to foster the emergence of this market?

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