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Abstract
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This paper describes the evolution of the mobile Internet in terms of three concepts: the startup problem, standard setting, and mental models of which the startup problem is divided into two stages. Japanese and to a lesser extent Korean service providers solved the first startup problem with entertainment content that was supported by a micro-payment system, phones that displayed content in a consistent manner, and push-based Internet mail. The existence of the Internet mail, the easy access to general Internet sites via the input of URLs, and the interaction between mail, URLs, and browsing solved the second startup problem.<br>Western service providers were slow to introduce micro-payment systems and entertainment content due to their initial focus on business users, which reflected their mental models. They were slow to obtain phones that display content in a consistent manner because manufacturers were unable to agree on content and other standards in the WAP (Wireless Application Protocol) Forum and subsequently were slow to provide service providers with custom phones. Service providers are now moving slowly to introduce push-based Internet mail and promote site access via URLs in order to avoid cannibalizing their SMS revenues; this reflects their mental models.
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