Lower the cost, people do more of it

The cost of doing something can take many forms. One cost of doing things involves the cost of figuring out how to do it and physically executing that decision. For those that haven't used it, the iPhone does a remarkable job of making tasks such as surfing the web or sending emails remarkably simple. Perhaps then these facts in the Financial Times aren't too surprising:

About 60 per cent of iPhone customers are sending or receiving more than 25 megabytes of data per month, which is the equivalent of sending 7,500 e-mails.

By comparison, only 1.8 per cent of O 2 's other mobile customers on monthly contracts are consuming more than 25MB per month.

The O 2 research suggests that, after years of dashed hopes for the operators, customers are on the verge of surfing the web on their mobiles in significant numbers. This could in the future make mobile advertising a significant revenue stream for the operators. . . . .