2013 Trends: Michael O'Brien, Sr. VP, Strategic Market Initiatives, Syniverse

A richer mobile experience will be a defining trend in emerging markets during 2013.

1) Greater access to mobile Internet due to advanced network rollouts and increased smartphone penetration. 3G coverage is soaring, plus we are already seeing the early stages of 4G rollouts in developing areas. This coupled with more affordable smartphones means that a rapidly increasing segment of the population will have access to the Internet primarily through mobile.

2) Demand for broader applications through mobile services.

New services in areas such as banking, health and education will gain momentum as subscribers continue to look for new ways to leverage mobile to improve their lives. SMS will be used as a primary mechanism to reach all subscribers, and we also will see the expansion of services to include data-reliant components, offering advanced capabilities to the growing number of smartphone users.

3) Need for enhanced customer experience management.

As the novelty of mobile connectivity subsides, end users will expect much more from their experience. In response, mobile service providers must find new ways to proactively manage the customer experience in developing areas. The best way to do this is via real-time experience management solutions that enable providers to turn massive quantities of subscriber data into relevant information that allows them to optimize user experiences and personalize outreach.

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