Mark Taguchi

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The Mobile Services initiative (M-Services) was announced by the GSM Association this past summer. As leading GSM operators begin to individually announce and launch M-Services with the rollout of GPRS, and M-Services-enabled handsets come onto the market, what does it mean to you and your subscribers? Even though the GSM operators are leading the effort, M-Services really begins with the end user - the customer. M-Services is about dramatically improving the user experience and delivering compelling services that customers will want to buy. Making the customer the most important focal point sounds obvious, but our industry has failed to do just that. We have marketed technology and sold phones instead of a ser-vice. We have sold ourselves on the wonders of WAP, but we have failed to sell the customer on the benefits of the services, and generally, the user experi... (more)