The launch of Vodafone Mobile Internet on June 6, 2007, brought the richness of the PC-internet to mobile phones, and effectively changed the way customers use their phones to browse data. It has successfully driven substantial increases in data usage, session duration, and repeat visits.

86% of customers are choosing to use the “mobile friendly” version of the web sites that are produced by the service. Average wireless data consumption per customer has trebled from wap usage and continues to rise. Active customers are using the service more than 6 times per month.

Vodafone firmly believes that this step change is to the ultimate benefit of the mobile content industry as a whole, and remains committed to its strategy of enabling the PC-internet on customer’s handsets. But it also recognises that there is a substantial subset of existing customers accessing made-for-mobile sites - and these need to be supported alongside the influx of new customers.

Brian Turner, Product Manager for Off-net Rendering, outlines some of the actions Vodafone has already taken to resolve the issues experienced by mobile content providers, sets out a number of additional measures that are in place, and describes the actions Vodafone is taking to ensure that long-term standards-based solutions are developed.

What do you think of Vodafone's plans for next steps in content adaption outlined in the link "Next Steps"