Complexity is preventing uptake and usage of mobile applications and services, according to a survey of US and UK consumers commissioned by Mformation a supplier of mobile device management (MDM) solutions. The research was undertaken by independent research house Coleman Parkes, which asked 4,000 people in the UK and US about problems related to mobile usage. Some key findings of the survey:
- 95% of consumers surveyed indicated that they would be more likely to try new mobile services if setup was easier.
- Complex setup issues are preventing 45% of people from upgrading to new, more sophisticated mobile phones.
- 61% of mobile users say phone setup is as frustrating as changing a bank account.
- 65% of respondents agreed that mobile operators are losing out, as people will not buy a new phone because of the time it takes to set up.
- 78% say they would change their handsets more regularly if the setup process was less painful.
- 88% agreeing that they would use these services more if setup were less painful.
- Basic services such as email (46%), Internet browsing (40%), instant messaging (30%) and picture messaging (29%) are among the top applications and services that people find don’t always work when they first switch on their phone.
- 61% have stopped using mobile applications because they cannot solve problems with them.
- On average, people feel it should take no longer than 15 minutes to set up a new mobile phone and feel confident it is working. However, at the moment the average time is nearly an hour.
“Operators and device manufacturers need to remove barriers to service uptake and unlock the true power of advanced mobile technology. The message from consumers is that phone setup is simply too complex. Clearly, this needs to be addressed,” said Matthew Bancroft, Vice President, Mformation. “‘Up and running straight out-of-the-box’ means exactly that, and our research shows that improving this aspect of the mobile phone purchasing experience will help to improve profitability for many players in our industry.”http://www.mformation.com
