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.
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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
, “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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