Forget about data plans, IM, mobile TV, LTE, two-sided markets, widgets, advertising, ringtones or payments, I've discovered the company with the best way to enhance ARPU and derive more customer loyalty.
OK OK, it's Friday afternoon, but I couldn't pass a chance to make a reference to this company. Ladies and gentlemen, I give you the next stage of mobile handset personalisation: smell.
I'd certainly pay £10 to make my phone smell of Wild Cherries. And I'm sure the crowds at Wimbledon will want their handsets redolent of strawberries and cream. Not so sure about "subtle" or "teen spirit" though.....
Dean Bubley's Disruptive Wireless: Thought-leading wireless industry analysis
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