To win the hearts, minds and wallets of your users, you need to tap into users' life style, understand who they are and what they are doing with their days, and how your product or service can help them - both on an functional and emotional level.

When it comes to mobile consumers, it's no different.  You need to [literally] follow your users for a day to see how they use their phones, how they would like to use their phones, and more broadly, what they do with their days, and how you can help become an indispensable part of their mobile life.

Unfortunately, traditional mobile telephony has been more about providing users with a shopping list: device (check) voice plan (check) sms package (check). While simple, clear and stable for many years, this will no longer be sufficient to keep users engagement and avoid the 'dumb pipe' trap.

To stay relevant, we need to understand that we need to provide service, choices, richness on the go. Not just connectivity. Users understand the potential of internet communication and will not be happy with silo-ed, simple, voice and SMS choices.

Users are increasingly attached to the internet, finding new ways to communicate, and seeking to rid themselves of the cumbersome cables (read: shackles) of PC-based telephony. No doubt, the face of mobile communication is changing.

At fring (www.fring.com), we know this and are harnessing internet to change mobile communication. As an example, late last year, we introduced the worlds first mobile video calling on all leading Smartphone platforms - driving rich internet communication and engagement.  By tuning into consumer lifestyle, we have been able to drive consumer -relevant communication innovation that keeps users engaged for more than 7 hours a day!

After decades of limited mobile communication choices, users deserve better. A brief walk in the mobile consumers shoes makes this painfully obvious.