The longer we're here the more obvious it seems that these trends will hit Europe and that there are business model triggers to look for such as the flat rate data contract model and preinstalled hard/software on the handsets.
What is also being reinforced from previous thinking is the need to drive people to the mobile from other touchpoints, but with valuable content. Whether that be QR codes, RFID, unique search terms embedded in ads to working with the carriers on search.
However the disconnect between here and Europe is the ease with which the conusmer can embrace the technology. What companies in Europe need to understand is that rather than saying these trends won't appear here is that by leading a trend that is inevitable they can gain that valuable headstart and consumer bond.
How? Simply by educating people in Europe of the benefits of using mobile in a Keitai manner, because both parties will benefit in the long run; the user will get great experiences making daily tasks easier and more fun (see picture of buying a coke with your phone thanks to coke's c-mode) with the company gaining opportunities to make really personal connections that breeds loyalty.
Here the carriers aren't burdened with licensing costs, so they can plough money into making it easy for the public to embrace the technology, in the UK the carriers are burdened with huge licensing costs, so are slower in doing this. This gap instead of being seen as a hinderance by brands should be seen as a positive opportunity to gain a deeper personal relationship with their customers. By embracing both the technology to make a great user experience and also playing a key role for the consumer in educating them about the possibilities of mobile integration brands can create the lasting personal bond they all seek.
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