The research shows that users already identify more closely with third-party brands such as Google than with their mobile carriers.
Nielsen conducted the research among 15,000 consumers in 15 countries. The findings suggest that media organisations such as the BBC, app developers such as Facebook and service providers such as Google will become perceived as the most appropriate providers over the next six months.
Nearly two-thirds of mobile users said they would use smart services, tailored to personal preferences, location, time of day and social setting, within the next six months.
In 11 out of 14 mobile services, users expect a range of third-party providers to deliver new services such as music, mobile email and location-based services within six months. The majority of respondents consider mobile carriers are "most appropriate" only for basic voice, SMS and MMS services.
Even so, the survey indicates that carriers have won a high level of trust globally, second only to banks.
Rob Pullen, CEO and president of Tellabs, commented: "If carriers want to stay in the game and avoid becoming 'dumb pipes,' they need to use the valuable assets they already have, such as location-awareness, and to make networks smarter for personalisation. They need to act now - and act fast."
