According to him, the mobile Internet is not on surfing, but on a model called GIGO (get in, get out). And this enables the users to accept information as per their needs and convenience. The mobile evolution, he said, went through SMS and Internet applications, delivery of mobile content, and then mobile commerce. Intelligent personalisation and microbilling are the important factors determining the success of mobile commerce, observed Sharad. Some of the benefits of intelligent personalisation will be for CRM, content delivery, messaging, gaming applications, fleet management, calendar applications.

Mr Sharma also described some of the active business models in the 3G arena. A typical 3G business will deal with transport, payment processing, micro-billing, portal branding, hosting services, and intelligent personalisation. Some of the models, he spoke on, were integrated mobile operators model (example: Telephonica and Vodafone), mobile virtual operator model (MVNO), metaservice providers model and integrated wireless ISP model.

According to Mr Sharma, some of the opportunities with the advent of 3G in India will be for wireless Internet service providers, datacentres of the middleware category, and the applications and content providers. He said the WISPs will gain as a provider of mobile networks, WAP, mobile security, messaging platforms, location architectures and convergent billing. And the applications and content providers will leverage from micro-billing and reengineering of intelligent personalisation of content.