I’ve already shared with you some of the struggles to be overcome in the US cellphone market, specifically when dealing with the general public. With the RAZR still being king, one might wonder if there’s any hope for this market. The answer to that question is a resounding yes, and here’s why. These are the good things about the US market.
1. We go all the way. While I did find that most US consumers initially reject any idea of mobile data services (SMS/MMS/Internet), I also noticed that the few who were properly introduced to using their handsets for more than just voice typically fully embraced it. *Note that it takes some work, and they must be fully persuaded and demonstrated of the benefits.* Personally I find it really refreshing that once I’ve invested the time to show someone how the internet on their mobile can be useful, they REALLY get into it. Before long they’re stopping back by to show me some cool website they found, or how they figured out how to send video clips to their friends, etc. For instance, 6 months ago, my mom could not figure out how to retrieve her voicemails on her cellphone. At Thanksgiving, she was sending pictures and videos of my nephew to my aunt via MMS!
2. Our data plans are unlimited, and cheap. Sure we may lack phones with real internet abilities, but an unlimited internet package can be had on a monthly contract for anywhere between $6/mo and $30/mo, with the latter including full HSDPA. That’s really not to shabby when you think about it. Also, 3 out of the 4 major carriers ONLY offer unlimited data for handsets. Only AT&T is stuck in the limited bucket-type mentality, though they do have an unlimited option. Prepaid data, however, in the US, is not readily available.
3. Corporate stores are overpriced. I have never once seen an instance where you could get a cheaper handset at the Corporate store than you could at an agent location. Why is this a positive thing? Because it means that there is TONS of price competition on handsets and contracts. Competition is always good for the consumer.
4. Handsfree headsets are not only extremely popular, but also used correctly, most of the time. Bluetooth headsets are especially popular here, and even entry-level handsets are now equipped with Bluetooth, so nearly everyone has a Bluetooth-capable phone. Also, it’s not socially ‘wierd’ to see people out and about with their headsets on. I see people of every age, gender, race, religion, etc with Bluetooth headsets, and they’re usually just wearing them, whether or not they’re actively in a call. This also means that a large number of people are familiar enough with their handsets to setup a Bluetooth pairing, and likely have left their handset in ‘Discoverable’ mode.
5. We spend lots of money on electronics. When the world’s largest retailer starts pushing iPods, laptops, and big-screen TVs, that tells you something. Toss in chains such as Best Buy, Radio Shack, and Fry’s Electronics, and it’s no secret that Americans like to buy toys. With entrants such as the iPhone and the Blackberry Pearl, U.S. consumers are awakening to the idea of a handset being a toy, and thus are willing to spend a bit more on it. Also, over the past 3 years, I’ve personally noticed an increase in people who, once their contract has expired, would much prefer to stay month-to-month and pay full retail for a handset. Note that this is a trend that is slowly happening, and the users are typically those mentioned in #1 above, as well.
6. We get disgusting amounts of minutes. I use nearly 4,000 minutes/month, however, I’m on AT&T’s $40/month plan with 450 Anytime minutes. How do I use so many minutes with no overage fees? Mobile-to-Mobile are unlimited. That means anytime I use my AT&T cellphone to call another AT&T cellphone, it doesn’t cost any minutes. I could call and talk continuously all month to another AT&T cellphone and not use a single minute. It’s amazing. However, we do pay for both incoming and outgoing minutes (as well as messaging).
7. The carriers are getting creative. This Thanksgiving weekend, T-Mobile unveiled the most aggresive and creative offer I’ve seen in the mobile industry in 3 years. Just for signing up for one of their new MyFaves plans (and a new 2-year contract), you get a FREE Blackberry Pearl, a $50 bill credit, an additional $50 Sam’s Club gift card (if you get it all setup at Sam’s Club), AND a Round-Trip AIRLINE TICKET!! Yes, that’s correct, an airline ticket. Amazing. How long will it be before other carriers start offering similar packages?
See, I told you the US market isn’t nearly as bleak as you once thought!