For Consumer Product Strategy Professionals

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	December 8, 2008 Widgets Improve The Convenience Of The Mobile Internet by Pete Nuthall with Michelle de Lussanet, Charles S. Golvin, James L. McQuivey, Ph.D., Laura Wiramihardja

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Executive Summary

The slow uptake of mobile Internet services has meant a failure to deliver the promised data revenues that would offset mobile operators' heavy investment in 3G networks and licenses. Only 14% of European mobile users regularly used the mobile Internet at the start of 2008, despite virtually all mobile phones carrying mobile Internet functionality. Why have mass-market mobile users shunned the service? Because the barriers to usage outweigh the benefits. Mobile browsing — the dominant form of access today — simply isn't convenient. Mobile widgets — single-purpose applications that a user can download onto a phone — offer a new alternative for mobile Internet access and promise greater convenience for consumers who have distinct needs while "on the go."

TABLE OF CONTENTS

• Taking The Widget Route To Reach A More Appealing Mobile Internet
• iPhone Mobile Widgets Rank Highest For Overall Convenience

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This is an excerpt