there was a time when people in the u.s. just wanted a mobile phone that worked and could be used for emergencies. they would hide it in the glove compartment of their automobile, avoid giving the number out to their friends, and immediately forget their own phone number. that was the 90s.
unlike in europe and asia, the cost of having a mobile phone in the u.s. is still incredibly expensive. the u.s. is perhaps the only country in which a consumer pays for incoming and outgoing calls. although phone companies give-a-way around 1000 free minutes a month, once the phone bill comes in, it is beyond possible to separate the credits from the debits.
prior to 2001, only around 40% of americans owned mobile phones. three years ago, that number was 53%. now the number is 73%. while in the uk, a country with a population of 60 million, the saturation rate is 102%. germany, which has a population of 82 million, has a saturation rate of 96%. japan, with a population of 127 million, has a saturation rate of 74%.
in the 1990s in the united states, mobile phones were primarily used by business people and the affluent. at the end of the 90s, with the introduction of a digital system to replace the analogue system which was curiously american, the price of cell phone service (as its known in the u.s.) began to drop.
the relationship americans have with their phones is different than the rest of the western world and parts of asia. basically, americans still own mobile phones for utility reasons. the pager market was huge in the states, but essentially died on the vine everywhere else. in the 1990s and early naughties every kid had a motorola pager so their parents could send them the following message ‘come home now’ or ‘call me.’ and their friends took advantage of the same opportunity. then in the naughties, 2 way pagers were introduced. people could send 1,000 email messages per month for $9.95. no wonder pagers hung around far longer than they should’ve in the states.
while americans were sending pagers messages from their land phones and pay phones, europeans were sending text messages. the finnish company, nokia experimented with sending the first text message between 2 mobile phones in 1993. europeans were immediately hooked.
text messaging just started taking off with teens and tweens in 2004 in the u.s. but it is still a bit slow on the uptake. while attending an international conference, you will see americans on their blackberries and treos. i recently attended an international music convention in france. i sent an american an sms, two days later i saw him on the street and he said ‘i got your text message.’ why don’t americans ‘get’ text messaging? this was explored in an article on business 2.0, which is part of cnnmoney.com.