At first sight mobile communication of the third generation may seem very attractive and advantageous for everybody:
1. on the one hand users will get high quality services such as excellent
2. new revolutionary services like video calls or VoIP calls over the internet
3. sound quality
4. fast mobile internet connection
5. thus can count on getting super-profits within a short period of time
6. on the other hand the mobile operators will get access to the newest market of such services with a high level of demand
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The third generation technology is wonderful. Seriously. The advantages of high speeds of data transfers are evident for anyone who understands what data transfer is. But there are not so many of such people. If you try to carry our your own survey and ask, say, 20 of your friends (only provided they don't work in the IT industry) if they are waiting eagerly for the 3G technologies to come to every corner of our country, you will be surprised at how many people just don't care. The IT market is so full that another type of internet connection makes a difference, but not a great one. People might decide to use such services and they might not. Everything depends on how you present it.
In many cases video conferencing or simply video calls via a mobile device is considered a killer application able to draw attention of millions of subscribers to the new technology. Authors of such opinions believe sincerely that this feature is something everybody has dreamed about the whole life. Of course, we all watched Hollywood movies where the main character talks to other people by using a handheld device with a screen. Yes, some of us did think such option would be nice, but none of us went crazy about the idea. If you go and ask the same twenty people if they are waiting eagerly for the possibility to make video calls, you'll be surprised again than almost no one is frantic about the idea. Besides, everyone understands that the service is not going to be a cheap one, especially in the beginning.
So what operators should do? Well, first of all, companies introducing the new 3G technologies must not panic and must stay calm. Accurate calculations and forecasts must be made before the beginning of this complicated service. All inner and outer factors must be taken into account. If it turns out that lower tariffs will not be able to provide better involvement of new subscribers to the developing network, companies must consider other options to earn profits and pay their debts to their investors.
Is there any option? Well, yes. In case of low levels of interest in 3G technologies in the beginning of their existence, mobile operators may turn their attention to another type of clients: businesses. If the carriers are able to direct their marketing efforts to small and medium businesses that are almost unable to exist without internet today, the investments will be saved; moreover, with the right approach a growing level of profits may be achieved. And while the company is working with its corporate clients offering them what they need the most (including high speed internet connection, video conferencing or developing new special applications becoming killer apps for businessmen) the interest of private subscribers may rise considerably with time as the awareness about the new revolutionary nature of the new mobile technology is a global trend. Gradually people will become interested in such services anyway.
In addition to the aforesaid we may only hope that the global awareness about the new technology under consideration has already awakened enough interest with the users.