If You Build 3G, Subscribers Won't Just Come

This seems to happen everywhere they launch 3G services. There’s a lot of hype about 3G this, 3G that… and the operators who have been living and breathing 3G everything for years assume that their subscribers feel the same way and are super thrilled just to “get 3G.” Then reality hits. Subscribers don’t care about 3G if they don’t know why it benefits them. It looks like the mobile operators in Taiwan are discovering this — as subscriber take-up of 3G has been rather disappointing. The operators blame the handset vendors, but the real issue is that the operators need to do a better job explaining to people why 3G is worthwhile. Part of that is better handsets, but it’s also convincing subscribers of the real value proposition beyond just “hey, look, it’s 3G!”

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