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April 13 2006
 

Dozens of writers and journalists travelled the world to interview and observe 3G users in different cultures for Generation HERE. This methodology, Motorola says, led to a report that had a qualitative rather than quantitative approach to give a fuller picture of the 3G world.

"This was a report about nuances," explains its editor Peter Lyle. "Behaviour and adaptation, creative and unexpected usage. Ultimately it isn't difficult to get statistics about penetration, but those statistics, although they still have relevance, do not tell the whole story of how a new technology impacts upon people's lives."

Generation HERE uncovered a surprising 3G age range among users. While it is typical to see teenagers using their mobiles to access community services like Japan's Mixi and Sweden's LunarStorm, the report's research team also spoke to Japanese grandparents who keep two 3G phones -- one for themselves, and the other for recording and sharing pictures and videos of their grandchildren.

"Generation HERE is an exercise in gathering stories and recognising patterns," says Douglas Hunter, consumer insights manager, Motorola Mobile Devices Europe. "We conceived it as a snapshot of how people are responding to 3G here and now, and of how they see its future. And there's surprisingly little material out there that approaches the technology -- any technology, in fact -- in that way. So in a way we've learnt as much from it as anyone else."