Today, mobile handsets seem to do it all. But do you use all those features and get “all” from your phone? Do you even use all the features on your phone? If you answered no to these questions, you are not alone. And if you said that you didn’t upgrade to a particular phone for fear that using all the features would be too complicated; once again you are not alone. The steep learning curve for many features is actually something that the majority of consumes complain about today.
In a recent survey conducted by mobile device management specialist Mformation, 95 percent of surveyed consumers said they would try new mobile services if the setup were easier. This research, which was undertaken by independent research house Coleman Parkes, polled 4,000 people in the UK and US about problems related to mobile usage.
The findings were quite surprising, 45 percent of those surveyed said that complex setup issues prevented them from upgrading to new, more sophisticated handsets. Even more surprising is that 61 percent of mobile users said that the phone setup is actually as frustrating as changing a bank account!
“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.”
More key findings of the Mformation survey:
- 65 percent of respondents agreed that mobile operators are actually losing out because people will not buy a new phone due to the set up time and learning curve
- 78 percent said they would change their handsets more regularly if the setup process was less painful
- 88 percent said they would use “advanced revenue-generating mobile apps” if these were less difficult to use.
Even more surprising is the fact that many basic services that users are still having trouble with today:
- 46 percent of those surveyed said they have problems using e-mail
- 40 percent found Internet browsing to be difficult
- 30 percent even found it difficult to use the instant messaging features
- 29 percent found picture messaging also far too complicated
- 61 percent of users stopped using these mobile applications because they couldn’t solve the problems.
Other key findings of what users wanted from their mobile phones:
- Most users said it should take no longer than 15 minutes to set up a new mobile phone
- The current average time is closer to an hour
- More than three quarters (78 percent) of consumers said they were worried about losing mobile data when changing handsets
- 96 percent of survey respondents said that they see value in a service that automatically copies numbers, content and other data when a switch is made from an old phone to a new one
“Subscribers are clearly convinced of the value of mobile services,” added Bancroft. “However, 85 percent of the people we surveyed find it frustrating to have to go through a number of steps when they want to activate a service or application. It’s a bit like getting a new gadget, then finding that the batteries aren’t included. Providing mobile subscribers with a more seamless experience will remove these pains.”