20,000 Mobile Users, 40 Countries, One “Global Mobile” Mindset

20,000 Mobile Users, 40 Countries, One “Global Mobile” Mindset

Definitive Study From CMO Council, Set for Release at 3GSM Conference in Barcelona, Offers First Full Look at How Mobile Communications Are Enabling Lifestyle Changes Worldwide

WHAT: The Chief Marketing Officer (CMO) Council and its market research
partner, GMI, will release key findings from the definitive study,
“Get to Know Those on the Go,” a survey of 20,000 early adopter
mobile wireless device users in 40 countries around the world.
Key topics include:
— Habit-altering technologies such as mobile payment services,
speech recognition, GPS tracking and media-rich messaging
— Features & functionality: what users have, what they use, what
they want
— Product redesign: What’s headed down the pike
— Functionality, ease-of-use, cost: The practical issues behind
the innovation

WHERE: 3GSM World Congress, Barcelona, Spain

WHEN: Monday, February 12, 2007; 9:40am CET – 10:40am CET
The CMO Council, joined by its sibling organization FAME (Forum to Advance the Mobile Experience; www.fameforusers.org) and the GSM Association, will officially release the key findings of the ground-breaking study,”Get to Know Those on the Go,” on Monday, February 12, 2007, at the 3GSM World Congress.

The study is part of the CMO Council’s 2007 thought leadership initiative, “Global Mobile Mindset,” a comprehensive analysis of mobile device deployment, extending beyond brand and service preference to drill into psychographic motivations and behaviors behind consumer usage. The research taps into GMI’s 6-million-consumer, 200-country base to develop wide-ranging conclusions, analyses and recommendations.

FAME “Global Mobile Mindset” partners on the initiative include PALM, GMI and the GSM Association.

UNDER EMBARGO UNTIL FEBRUARY 12, the CMO Council will offer a preview of the key findings and discuss related issues with interested media.
Key Findings:
Brian T. Regan Vice President, CMO Council
Digs Majumder Vice President, CMO Council

Technology: Issues, implications – What’s here, what’s coming:
PALM

Methodology, country differences:
Michael Allenson Senior Vice President, GMI