Mobile operators are leaving substantial revenue opportunities on the table because they are failing to deliver the personalised services that end users want.
That is the finding of a major survey of 4,000 consumers, highlighted end user frustration at the product mix on offer.
Operators should learn from enterprise IT departments where the need to deliver mobile applications to end users is well advanced, according to Rob Dalgety commercial director of mobile device management company Mformation, which commissioned the research.
“The kind of personalisation that consumers want follows trends in enterpeise. In enterprise the general mobilisation (of the workforce) has moved from push email to other applications.
“IT teams in enterprise absolutely require the ability to control a device, to manage its make up so they can deploy relevant apps on the right kind of device.”
The research involved 2,000 mobile users in the UK and 2,000 in the US, and found that 80 percent of respondents would make more use of mobile services if greater personalisation were possible. Some 67 percent said they would be willing to pay a premium for personalised devices and applications and services on them.
Mobile data services such as mobile email (43%), Internet (51%) and picture messaging (46%) are the most frequently used applications. 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, the research found.
Some 89 percent said that they would like the ability to pick and mix applications, services, and handset characteristics such as form factors and designs. Indeed, 81 percent would switch to a provider that offered greater choice for customisation.
Apple’s iPhone and Apps Store have started the process. Other operators are likely to start offering pick and mix bundles of applications and services which can be added in retail outlets when a handset is purchased next year.