Consumers have been promised a lot from the high-speed 3G (third generation) cellular networks being rolled out around the world but, so far, services have focused more on consumers than on business (see Is 3G a toy or a tool from a year ago).
During 2004, more business-oriented 3G services have trickled out (see Time to choose your firm a 3G plan?). But is there really much in 3G for business yet?
Judging by comments from operators and equipment vendors at the 3G World Congress show in Hong Kong last month, not really. But between the talk about movie trailers and mini soap operas being beamed to cell phones, there were a few tidbits for businesses to pay attention to.
Ubiquitous access: 3G takes on the office LAN?
Many operators talked about using 3G to offer ubiquitous high-speed Internet access for phones, PDAs and laptops. Mobile workers can already connect to Wi-Fi networks in some public places, with data speeds of several Mbit/s. But 3G networks, while far slower than Wi-Fi, will provide access at a reasonable clip where Wi-Fi can't be found, speakers here said.
"Wireless knowledge workers are flexible, efficient and more responsive to customers. Suddenly, the hours on the road between meetings will become productive hours," said Lothar Pauly, chief executive officer at Siemens Communications, in a speech here at the show.
Perhaps more compelling, he suggested, businesses may soon be able to use wireless networks for all of their data and communications needs, allowing them to negotiate one contract with a single provider. Cellular phones are already supplanting fixed line phones in some countries, and 3G networks could extend that to the office LAN, he said.
"As 3G evolves and bandwidth increases, the problem of provisioning all types of services over one IP-based network becomes more and more solvable. The need for fixed office lines has already started to disappear. Why not extend this to include data networks, and even the services your employees use at home?" Pauly said.
Speed on the increase with HSDPA
Today's 3G networks offer typical speeds of only 200 kbit/s to 400 kbit/s, so they are unlikely to supplant office LANs just yet. But an improved technology, called HSDPA (High Speed Downlink Packet Access), or "3G evolved," is on the way, boosting typical connection speeds to between 3 Mbit/s and 4Mbit/s, operators here said. Japan's NTT DoCoMo has said it will start to offer HSDPA services next year.
Better marketing through videos
But even today's 3G networks have some appeal for businesses users, speakers said. The construction industry has found a use for 3G videophones, for example, as a way to quickly share information about a construction site or building materials, said Agnes Nardi, managing director of 3 Hong Kong. "A picture can say a lot more than words," she said.
Videophones also provide a new channel for marketing. "The killer app for a movie studio is being able to download a movie trailer on a phone," said Lucy Hood, senior vice president for content and marketing at News Corp.
And while consumers can use their phones to watch highlights of a soccer match or a music concert, so business people can watch financial news programs and stay up to date more easily than with simple text, she argued.
Opreators need business customers
Some speakers here said that operators will be forced to offer services for businesses if they are to recover their hefty investments in 3G, particularly in Europe, where operators spent billions of euros on licenses.
"You guys have dug yourselves a mighty, mighty deep hole," Christopher Graves, managing director of the Far Eastern Economic Review magazine, told operators on a panel discussion here. Only by offering higher-priced business services will they be able to recover their investments, he said.
Still, most operators here were clearly eyeing consumers first, and there was little talk of mobile CRM (customer relationship management) or other business-specific applications. Even T-Mobile, which began by targeting business users with its 3G access cards for laptops, is switching its main focus to consumer-oriented services, said Lutz Schade, an executive vice president with the German operator, speaking on a panel here.
"Consumers are where many of the opportunities lie," he said.
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