Some of the services available on a mobile phone include voice call, text messaging, video conferencing, ring tones, weather, news, horoscopes, music, emails, mobile internet, video camera, Bluetooth, MP3, still camera, WiFi, mobile television, gaming, Microsoft Office programs, multimedia messaging including pictures and photos, data access and transfer with personal computers, and a number of other value added features.
Many people and organisations have carried out a number of researches to find out the impact of new and varied mobile services on users. These market researches are particularly important when new products and services are to be produced. Nielson company has announced that they will conduct a research study to find out the most frequently used mobile phone functions (Balan, 2007). The purpose of this research is to identify the areas which appeal to mobile phone users, and hence target efforts to develop new and novel ways to enhance services in these areas. For instance, if consumers prefer to use text services over watching mobile television; the companies can enhance text messaging option by providing word editor etc. on their mobile phones; and pull back from providing mobile television services since these do not attract consumers' attention. As Balan (2007) quotes, "Reliable and accurate measurement of mobile consumers will enable advertisers to properly evaluate the mobile marketing opportunity. Independent measurement of the cross-media behavior of the growing mobile audience will support and accelerate the evolution of mobile media business models" (Jeff Herrmann - Vice President of Nielsen Wireless).
Despite the fact that an increasing number of people keep and use mobile phones, there are groups of people who think that using mobile phones in public is annoying and should be discontinued. Monk, Carroll, Parker, and Blythe conducted a study in 2004 on this topic and the results show that many people believe that face to face meeting is much more effective than mobile phone calls. In addition, the research revealed that people generally disapprove mobile phones ringing in churches, trains, funerals and other events and places of such nature. It is generally treated as unethical as per the research (Monk Carroll Parker Blythe, 2004, p.33-41).
In addition, there are some controversies regarding mobile phone use, with regard to medical and health issues. Many people have raised voices against mobile phone usage claiming that it results into brain cancer and other medical disorders, especially in children. BBC News (2000) published a story regarding the cries against mobile phone usage in children, and provided results of various researches on the topic. The summarised results indicated that although there were no proven medical problems from the use of cellular phones, yet children should be kept away from mobile phones until absolutely necessary. This and similar news items and researches have contributed a great deal in reducing the number of mobile phone users and have even more affected the use of other mobile services besides voice calls and text messaging.
The recent introduction of third generation (3G) mobiles has revolutionised the way mobile communication used to work. 3G mobiles provide high data speed, better voice and data transfer quality and high availability. However, as per the resear