The Prospects for a New Distribution Channel - As Retailers Embrace 3G Mobile Services When Will Consumers Follow?

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Published: 29 May 2006

This insight reviews the current and future factors that are likely to influence the drive for mass market adoption of the 'Mobile Internet' as a distribution channel. Third-Generation (3G) services first became a commercial proposition two years ago promising enriched data services to consumers. Demand for data services is still relativelty unproven at mass market - level but consumers have already shown a willingness to purchase ringtones and wallpapers through their mobile phone. On-line shopping has had a dramatic effect on consumer purchasing behaviour, this insight discusses the conditions under which shopping through a mobile device can achieve similar results.

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