Visto Corporation, the partner company behind mobile email services from more than 30 of the world's largest mobile service providers, today announced the findings of a survey the company commissioned to identify and target key drivers for mobile email adoption. Based on the research, Visto predicts that market penetration of mobile email could reach as high as 70 percent of mobile professionals by the end of 2007.
The survey, powered by online data collection software and global panels from GMI (Global Market Insite, Inc.), a provider of global market intelligence solutions, polled mobile business professionals who rely on email at their desk in the UK, Spain and the USA.
Close to 60 percent of those surveyed admitted that, just a year ago, they regarded mobile email as solely the domain of the elite within an organisation, or too expensive, or limited to a few special devices.
Today, those attitudes have changed, with 70 percent believing that the service had become less exclusive, more affordable and with far greater device choice.
Findings also revealed that the rate of uptake is also on the increase. While only 40 percent of those surveyed were currently using mobile email, half of those had begun to in the last year, and a further 30 percent believed they would begin to use the service in the next three to 12 months.
"The research confirms what we've seen at Visto and in the market over the last 12 months," explains said Doug Brackbill, EVP and Chief Marketing Officer of Visto. "We have reached the point where all the right elements are finally in place - the devices, compelling carrier offerings and a mobile email service that is as easy to use as the handset itself."
The research also showed evidence that choice was the overriding factor behind the surge in uptake. Of those currently using the service, only
15 percent were doing so, because they had been instructed by their company - a further endorsement of Visto's work.life research from 2006, which showed mobile executives welcomed the chance to use technology, and specifically mobile email, to increase their ability to manage both work and personal commitments.
"It is clear the benefits and advantages of mobility reach beyond the workplace," says Brackbill. "This research indicates that by offering the opportunity to easily experience the freedom of mobility through their choice of handset and choice of service provider, Visto is delivering what the mobile user needs for both work and life productivity."
Indeed, this desire to balance work and life was emphasised by the fact that the largest number of people - 31 percent - were attracted by the ability to get work and personal email on one mobile phone. Greater device choice at a lower cost influenced more than 25 percent, with a further 29 percent citing that mobile email had simply become a necessity in their lives.