Telecom operators, who aim to cash in on the growing opportunities thrown by the bolstering mobile phone industry, must divert their attention toward providing widest range of applications and services since 80 percent of consumers prefer a service provider that offered more choices of applications and services on their mobile handsets, revealed an IBM study.

According to a study conducted by IBM, namely- ‘Go mobile, grow,’ produced by IBM''s Institute for Business Value, consumer demand for customization and personalization will drive open standards and the mobile marketplace.

The study estimated the market for mobile Internet services to reach $80 billion by 2011. And the number of mobile Internet users worldwide is expected to touch 1 billion, representing 191 percent increase from 2006 with an annual growth of 24 percent.

The IBM survey pointed that utility and transactional services will become increasingly important on the mobile web. While near about 60 percent of consumers showed interest in banking via mobile devices, other entertainment applications are projected to grow in popularity with 53 percent of consumers interested in mobile TV and 45 percent interested in buying music via mobile devices.

According to Dr. Sungyoul Lee, Global Consulting Leader, Electronics Industry, IBM said, with the survey revealing 60 percent of consumers not having a particular brand preference when using mobile internet services, the market place needs to innovate itself to earn loyalty.