This is the dawning of the age of 3G phones

Speculation in the national papers surrounding this month’s 3GSM World Congress suggests the number of 3G users is set to snowball this year. Maybe its time has come, but historically we have seen that mobiles don’t become mainstream until the user experience is good enough, and whilst this is (almost) the case, 3G providers are still at base camp. Right now there’s still too much confusion about what 3G is and what it offers – partly because it’s generally still thought of in terms of the technology rather than services for customers.

Marketers should be identifying which of its component offerings are most likely to become mainstream. Once this becomes apparent we can start thinking about how to get closer to customers, while navigating that magic line between giving them what they want and being too intrusive.

Ultimately 3G will change the face of customer contact as we know it. In the meantime however, marketers need to be careful not to get caught up in the hype: if this is a new dawn for 3G, it is still only a dawn.

Graham Ellor

Head of planning



Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here