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IBM injects $100M on mobile comms research

Posted: 25 Jun 2009 ?? ?Print Version ?Bookmark and Share

Keywords:mobile communications? interface? GPS?

Meeting market mobility
As mobile phones become more widespread, PC use remains limited, and for the 83 percent of the world without easy PC Internet access, mobile phones are the means to productivity. In these places, there is a lack of technology and skills literacy, unreliable electricity and infrastructure, and even limited availability of smart phones.

IBM Research has begun a pilot program in southern India that allows farmers, repairmen, small business owners, and consumers, to post, retrieve or exchange timely information via voice on cellphones. Information on weather and ocean conditions, grain prices, advertisements, bus schedules, news, class schedules, product catalogues, health information and available services appointments are created as content and updated by entrepreneurs and municipalities. Using the voice for inputting and accessing information, processing transactions and payments has proven effective so far.

Mobility will change businesses processes, according to Paul Bloom, chief technologist at IBM Telecom Research. "It will change the relationship between enterprises and their customers, their employees and their partners, enabling them to do business in more intelligent, efficient ways."

A project at IBM ResearchHaifa with Taiwan Mobile is proof of this. IBM is analyzing customer information to get manageable business intelligence based on evolving user preferences, users context and transaction history. This FOAK solution can be used by telecommunications companies and retailers alike to allow them to customize mobile portals and recommend the right products to the right customers at the most opportune time that will optimize the probability customers will complete the transaction.

The technology makes it possible for product managers to analyze the habits and segments of existing and potential customer populations, and to then tailor effective online mobile marketing campaigns to those audiences.

Enterprise mobility will increasingly allow people to more closely monitor the energy consumption of their workplace and home; receive more personalized offers and discounts from stores; research more thoroughly and pay more conveniently for purchases; and stay in closer touch with social and professional networks. Portable, personal and precise information carried by the mobile Web will enable emergency responders to be more effective, and allow healthcare providers make more informed, effective and safer medical decisions.

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