Mobile operators and handset suppliers in Europe and US have been searching for new data services that can drive increased average revenue per user (ARPU). 

Despite heavy investment, most data ARPU in the US and Europe continues to come from Short Message Service (SMS).  Quantitive research in the US and Europe on user needs and psychology reveals interest in mobile data services is both very tightly focused on solutions to key user problems.  Historical research also showed that solving key user problems is segmented into 3 distinct groups that make up of 35% of the subscription population who were willing to pay for data services.  These groups are segmented into entertainment consumers at 12%, information consumers at 12%, and communication consumers at 11%.