ConsumerScope - In the Palm of Their Hands
Are owners willing to pay for wireless Internet access? The short answer is not many. Those who were either neutral toward or interested in wireless Internet access were asked how likely they would be to subscribe to a service if it cost $20 a month. At this price point, only 17 percent of all current PDA owners would likely subscribe (again the likelihood is highest among young adults and decreases with age). Thus, despite a large amount of interest in this capability, relatively few owners are willing to pay extra for the service.
Nonetheless, in an ideal world where all PDA owners have wireless Internet access, the activity that would most appeal to owners is being able to e-mail (83 percent). General Web browsing, weather information and news headlines were also of interest to half of PDA owners.
Many marketers of hardware and services are relying (maybe too much initially) heavily on this audience to carry the day and adopt all kinds of new products and services. Whether they do remains to be seen. Without the ability to consolidate services and a significant lowering of the costs, the great potential of the connected hand-held device might not be realized.