As technology improves and digital content becomes more compelling, consumers are increasingly relying on mobile devices for access to services that touch all areas of their lives. Consumers use their mobile devices as a virtual appendage, expecting it to function as an all-in-one wallet, organizer, Internet connection, web browser, music player, game console, messaging device, and of course… a phone. Using mobile devices for commerce is a natural extension of this lifestyle – and failure to incorporate the commercial potential of the mobile device will limit the role and profitability of mobile network operators going forward. It offers consumers the convenience of ubiquitous access to value-added services, and gives organizations the opportunity to differentiate their services, create new revenue streams, and build customer loyalty.
Next Generation Networked Services evolve a mobile device from being a means of increasingly complex communication (from voice, to text messages, to e-mail to Internet access) together with some static content (ringtones, music, wallpapers, standalone games) into being a virtual mall on the move. Soon, the mobile network operator can place themselves in the middle of the forum where people socialise, are entertained, bank, and make their purchases. And mobile network operators providing a comprehensive and attractive range of Next Generation Networked Services will be able to differentiate themselves by offering highly personalized services and delivering a rich user experience.