Emerging Markets, Universal Charging
Embedded mobile broadband, more than any other initiative, however, is
the key goal of GSMA. "Growth is up even in the face of the downturn;
we have 286 operators committed to the deployment of HSPA broadband,"
Conrad said. "We now have 127 companies churning out 1,100 mobile
broadband devices, and we have only begun the journey. We are convinced
the embedded mobile broadband market can grow dramatically."
He said in order to grow apace, chipmakers will need to price products according to new market growth areas, and construct business models based on higher volumes and lower margins. The industry must also keep better track of its customers, which led Conrad to outline a new initiative focused on mobile audience measurement.
"This is essential for brands, agencies and content owners," he said. "Consumers can benefit from having more targeted, relevant information, with the due consideration of the privacy of our customers." The GSMA worked with five British mobile operators to develop a pilot program to aggregate the volume of mobile broadband users.
"Did you know Facebook is the top mobile site by time spent browsing; that users spend 24 minutes per day on the site, a similar time spent on the site by PC users?" he asked, citing a statistic uncovered by the pilot program. The survey also discovered Facebook visitors access the site more often than PC. Conrad said the commercial program would launch in the second half of 2009.
Among the other initiatives under way is a developing nations program, Mobile Money for the Unbanked, created in tandem with the Bill and Melinda Gates Foundation, which gave the GSMA a three-year, $12.5 million grant that will concentrate its focus on 20 projects across Africa, Asia and Latin America. "By the end of 2012, we hope at least 20 million previously unbanked people will be connected to some form of financial services via mobile," he said.
Despite the avalanche of far-reaching announcements, there was only one striking enough to elicit a round of applause from the audience: the Universal Charging Solution. "We have a plan to do away with what I call the scourge of inoperable connection devices," he said. "A single, energy-efficient charger to fit all new mobile phones, which will result in a 50 percent reduction in standby energy consumption."
The cost savings to the consumer, and to the industry, which no longer has to sell millions of chargers each year, along with the environmental impact improved by the end of energy and materials used in producing them in the first place, should have a momentous effect on both the industry and the planet, he said.
The device, a micro-USB interface coupled to an energy efficient plug, was decided upon in an agreement made the Friday before the conference began, Conrad said. The founding companies in the agreement include industry heavyweights such as Orange, Telefonica, Motorola, AT&T, Vodafone, Nokia, Samsung, LG and Sony Ericsson, to name more than a few. "By 2012, we predict the majority of phones will be shipped with support of a micro USB interface and meet the energy-efficiency targets set out by the OMTP [Open Mobile Terminal Platform]," he said.
Conrad ended the speech on a positive note, recalling earlier references to the Chinese economy's potential to drive the mobile industry to new heights never before contemplated. "Yes we are in an economic crisis. In Chinese, -crisis' is made up of two characters, challenge and possibility," he said. "And this year, we are in the Year of the Ox. And the ox can bear a heavy load."