Are UK brands clued up enough to exploit 3G?

Third-generation (3G) technology has been the holy grail of the mobile industry for several years.

Third-generation (3G) technology has been the holy grail of the mobile industry for several years. Now it has finally arrived – promising consumers an altogether richer mobile experience for content development and delivery, which combines bandwidth advantages and the sophistication of the latest handsets. But just how ready are UK businesses to exploit this massive opportunity?

While brands have relied on text messaging to date, advances mean they can now begin to consider adding sound, moving pictures and even video to their communications with consumers.

Certainly the adoption of 3G handsets has been phenomenal over recent months, as manufacturers and networks have offered retailers huge incentives to push 3G over other models.

Over the next six months, marketers and content providers have the opportunity to test-market different content and delivery before the major commercial take-off that is expected in 2006.

To be ready for the massive financial opportunity that 3G will provide, brands need to innovate today and be able to easily and quickly deploy marketing campaigns when the time comes.

Those that get it right over the next few months will be ahead of the game and ready to support the phenomenal user demand for 3G services.

Gary Corbett

Managing director

Opera Telecom

Birmingham

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