Widgets Complement Mobile Operators' Consumer Mobile Internet Services

Only 5% of European mobile phone owners access the Internet on their mobile phones weekly. Widgets — mini, single-purpose applications — improve the convenience and accessibility of the mobile Internet. Alongside flat-rate mobile Internet plans, they will foster the emergence of mainstream usage of the off-portal mobile Internet to the detriment of mobile operator portals. Apple has demonstrated that a widget store can have huge success. With recent numerous announcements around application stores from all stakeholders, the deportalization threat is accelerating. Should operators be concerned? Not really: Widgets are complementary to mobile browsing, not cannibalistic. Consumer product strategy professionals at mobile operators should leverage this trend by offering third-party developers an open framework to maximize distribution opportunities.