The latest Orange Digital
Media Index, which investigates usage patterns across the
operator’s communications services in the summer/autumn 2008 time
frame, has
revealed a marked increase in mobile broadband usage, which
almost doubled in the last quarter of the
survey.
Orange attributes the increase
in
mobile computing
devices, especially those designed specifically to access
mobile data—such as USB dongles and more advanced mobile
handsets—all matched with new price plans specifically created to
increase mobile internet relevancy to consumers.
Compared to the third Orange Digital
Media Index which covered the three month period from November 07 –
January
08,
dongle subscriptions soared by 2,139% since January. Compared
with figures stated in the third index, 3G customers rose by 86%,
with 1.3 million customers added, and mobile search increased by
30% with local search increasing by 100%.
Commented Paul Jevons, Director of
Products, Portals and Services for Orange, “This latest report
reflects a transition in mobile similar to what is taking place on
the web: mobile is no longer simply a channel for brands to deliver
packaged content in a manner of their choosing. Instead,
[mobile] has become a truly interactive channel that fosters the
formation of communities. It also delivers content that is
personally tailored to the individual so customers can access the
services they want how and when they want them.”
Orange makes particular notice of
the evolution of social networking to the mobile platform, which
combined with more effective promotion of on portal content and
services, means consumers are now accessing the content they want,
quicker and easier than ever before.
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