3GSM World Congress at a glanceGemplus .SIM
The .sim provides the user with a fully customized default screen on a mobile handset which can be transferred conveniently to another mobile device just by swopping the card. For mainstream consumers, this new SIM card allows "easy-to-use access and secure management of contacts, content and payment". For mobile operators, "it means control over their brand, services and user experience in both the mobile and Internet worlds". Previously, market segmentation of mobile handsets was primarily tied to the various functions of the phone. For example, a business-geared mobile contains applications and content which favor a business user. However, with the introduction of the .sim, market segmentation now shifts in alignment with the card. With a fully customized default screen and easy access to multimedia experiences and services, the general consumer is better able to relate and use the applications on a business-geared mobile--all on a friendly and familiar interface. Our take: While the buzz is on content generation for feature-rich handsets, we also wonder at the escalating costs involved while hopping onto the bandwagon. | |||||||||||||
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