Mformation Technologies' new research shows global revenues from mobile applications and services are
being hampered by an inability to personalize mobile devices.
80 percent of respondents to the survey indicated that
they would use mobile services more if greater personalization were
possible. 67 percent of mobile subscribers stated they would be willing
to pay a premium to personalize their mobile devices and the
applications and services on them. In fact, 86 percent of people said
this would enrich their mobile experience. The research also revealed
that over two thirds (68%) of mobile users find buying a phone
frustrating when they know that there are applications and services on
it that they will never use. This clearly demonstrates that greater
personalization offers an opportunity to unlock pent-up demand.
"Consumers
want to use more applications and services, but these need to be
tailored to the needs of each user. They want a more personalized
mobile experience," said Matthew Bancroft, vice president, Mformation.
"Operators could achieve this by allowing a pick-and-mix approach to
applications and services. Our research indicates that consumers want
to be able to choose from a range of applications and services and then
tailor them to their needs when buying a new phone. As they use the
phone, they want similar flexibility to personalize and add new
services."
Mobile Data Services Would Be Used More If Simplified
The research also found the following results:
- Revenue-generating
mobile data services such as mobile email (43%), Internet (51%) and
picture messaging (46%) are gaining ground as the most frequently used
applications. - There are still a large number of people who
never or rarely use these applications (email - 57 %, Internet - 49%,
picture messaging - 54%). - More than half of people who
don't currently have access to these applications would use them if
they were made available in a simple and compelling manner (email -
62%, Internet - 58%, picture messaging - 68%).
94 percent
of consumers are already attempting to personalize their phones with
items like specific ringtones or accessories. However, 89 percent said
that they would like a higher level of personalization through the
ability to pick and mix applications, services, and other
characteristics of the handset such as form factors and designs.
Moreover, 81 percent would switch to a provider that offered greater
choice for customization.
"The message is straightforward.
Greater investment in personalization will ensure better targeting of
services relevant to users. As we've seen in many other industries,
when consumers have a greater opportunity to specify the make up of the
products and services they purchase, they will use those products and
services more," added Bancroft.
The research was undertaken by
independent research house Coleman Parkes which asked 4,000 people in
the UK and US about their mobile usage and preferences.