3G Technology for Dummies

by Ashwin Dutt

there has been a lot of noise about the advent of the 3G technology. But what exactly is the fuss all about? What is 3G technology?

The 3G technology will hit Indian markets by mid-2009 offering high-speed mobile wireless services in turn creating a whole new mobile ecosystem. It mainly will change the face of mobile advertising, mobile content and kick-off the nascent mobile TV scenario.

In simple words you can enjoy your saas-bahu sagas or catch up on the latest news on the move. It doesn’t end here! With mobile videos you can give an interview for a job in the UK and even see a property you desire to buy on your mobile phone. With 2 mbps speed mobile users are expected to explore a whole new world of VAS offerings.

On the other hand the $2 million mobile VAS market is shaping up for this novel technology to kick in. Many mobile VAS companies have already started creating 3G-centric content that is sure to change the trends of mobile usage. For example Bharati Airtel, India’s largest mobile player, has started developing the $100 million service delivery platform (SDP) project with IBM. This platform is a boon for application and content developers as they can access the same to launch novel services for Bharati Airtel subscribers. Even BSNL has pulled up its socks by floating multiple tenders for service tie-ups (like astrology, downloads, cricket updates, TV schedules etc.).

Many operators are in talks with Nokia to launch its Ovi services in India, which enables users to explore internet services like mail, chat, music, downloads, and games to name a few. Even Vodafone is working towards 3G-based content when it rolls out.

Industry experts and companies see immense potential in the 3G technology soon to be launched with nonpareil revenue generators. And content will the prime driver than handsets in the near future. Here are a few VAS services that could start-off a whole new mobile ecosystem:

Mobisodes
Mobisodes are TV episodes for mobile phones. Live and delayed videos of TV serials, movies and news will be optimised for mobile phones. This seems to be one of the main drivers with millions expected to access mobisodes.

Video SMS
Now mobile users can simply shoot a video and send it across to a friend or colleague just like an SMS. Though the cost of video SMS would be higher than text SMS.

Video Ring Back Tones (VRBTs)
One97 Communications has developed VRBTs wherein a caller can view videos chosen by the receiver. The entire product offering will be more robust when 3G kicks in.

Multi-Player Games
The arrival of 3G technology will encourage individuals to play multi-player games like Chess, Tennis etc. Indiagames is eagerly awaiting as they can push many of their multi-player games like NFS, Fifa Online and Harry Porter. Even Mobile2Win aims at introducing multiplayer games after the international success of VCAST (their gaming platform with Verizon). VCAST is said be a major revenue generator for Mobile2Win.

Matrimony and Dating
The advent of mobile video will exalt matrimony and dating sites. Mobile video would help individuals to see each other before they meet.

Mobile TV Rating Agencies
3G technology will help boost mobile TV which in turn will attract advertisers. And with a rise in mobile TV advertisers there would be a need of rating agencies who would paint the real picture of the industry.

Already there are 30 million GPRS phones and an estimated 5 million with 3G phones. These figures should rise once 3G enters in mid-2009. The technology is a ray of hope for the dormant m-commerce industry.

But how do we expect the new technology to create a revolution in a country where GPRS did not take off? Will cost for varied mobile VAS services be a deterrent? Will users cling onto the trend or will it die a slow death? Well there are a lot of questions yet to be answered, so let us not look at the negative side of the 3G technology and usher in the newer possibilities that await us.