B2B Treasure

Nice article from Anuj Khanna from Netsize ( an International mobile services company) in New Media Age.

While it’s one of those blatant “yes, I’m soliciting business” pieces, he makes some very valid points. His basic argument is that companies tend to focus on the sexy “entertainment” applications and services and ignore “there’s gold in them thar hills” B2B:

The industry seems to have reached the stage where, when we look around, there seems to be an ideas drought on how it can grow further. Many companies are focusing on maximising revenues solely from mobile entertainment.

Well, we’ve got lots of ideas, if anyone’s interested 🙂

Indeed, while accounting for just 20% of Western Europe’s mobile subscriber base, corporate users generate over 50% of all voice and data mobile service revenues, suggesting huge growth potential.

This is an excellent point and one I’ve made before about 3 especially. On launch, they claimed to be targeting these corporate heavy users – and quite rightly too.

But they focused on video calling as the service they thought these Captain Commerces wanted. What on earth suggested that anyone would be interested in this technological dead end? It can’t have been the millions of lanline conference calls business people make everyday, coz they don’t. Why would people suddenly start doing it on mobile phones?

What they should have focused on is data, or more specifically, fast and easy access to email on your mobile. This is a service they still haven’t delivered, as far as I know (maybe their management are still having conference calls about it?). And yet it’s surely the killer app for 3G as one of the new operator launches will hopefully prove soon.

So, having failed in understanding the difference between a feature and benefit (ask your marketing people if you don’t. And if they look blank, sack them and get someone who does understand) they bottled out and slashed prices. Which kind of works, except that you attract de facto the most price sensitive, promiscuous (in their relationship with their operator, anyway) bunch of customers out.

Martin Little wrote a great article on Mobitopia a few weeks ago, ending prosaically with:

Three: you are the weakest link. Goodbye.

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