Are Cell Phones Ready For The Mobile Internet Boom? (Part 3)

This is the third and final post in a series on the Mobile Internet, and how the current line up of cell phones and their networks are not delivering on the full potential of this new platform.

As I mentioned in my previous two posts, while the potential of the Mobile Internet is strong, it is being hindered by the current line up of less than optimal phones and data service plans.

I think the problem is that the mobile industry has either been pursuing a one-size-fits-all approach to mobile devices, or limiting their focus to appeal to a single consumer segment (younger users) with all their offerings.

However, by focusing on understanding consumer needs through market research and consumer segmentation, and then tailoring products to match those needs and segments, I think the mobile industry will finally be able to deliver on the enormous potential of the Mobile Internet.

Here are a couple of potential segments that exist, but are currently offered phones whose feature sets either fail to meet their needs, or are clogged with useless features that irrelevant to their lives.

Young Connectors
Typically a primary focus of mobile companies, these are young singles, who are highly social, and live mostly in urban settings. While there are devices out there that can provide the entertainment of a iPod, what’s missing is something that is both an extension of and a catalyst to their intricate social lives, both online and off.

Features Needed:

• Seamless interactivity with all the big name social media sites (Facebook, Flickr, YouTube) they are active in, so they can connect and share with friends in all social environments.
• Camera and video: allows them to capture and share social activities and friends with one device.

Useless Features:

• Data services such as news, stock reports, etc. If they consume this media at all, it is probably during one of those rare times when they are home and can access via their PCs.

Mobile Parents
Parents of school age children with lots of activities. Needs a mobile device to help manage constantly changing work schedules and children events, many times from the front seat of a mini-van.

Features needed:

• A dynamic and easy to use calendar that reflects schedules of both work and family.
• GPS map service for directions to activities and services across town.
• An intuitive, one button contact list to manage both personal addresses and phone numbers, and those for their children.

Useless features:

• Camera: If they want high quality, photo memories of their kids, that’s what their Nikon D40 is for.

Business Travellers
Business executives who are out of their offices more than they are in. Need a device that can manage email, calendars, and provide up to the minute business information. This is the niche that RIM is going after with their Blackberry device and network.

Features Needed:

• Business calendar that coordinates their lives on the road with those of their clients and business associates back at the office.
• Intuitive email that allows them to manage large volumes of communication efficiently and effectively.
• Mobile internet access for business information while in airports or hotels.

Useless Features:

• Entertainment: MP3, video, etc. (who has the time)

While there are certainly signs that the mobile industry is becoming more consumer-centric, there is still a wide gap between rhetoric and reality in delivering an optimal user experience for the Mobile Internet.

By developing products to match actual needs, versus simply chasing the latest techno fad, the Mobile Industry might just deliver on what consumers are looking for, unless of course the iPhone beats them to it.