Die Mformation Technologies, eines der führenden Software-Unternehmen im Mobile Device Management (MDM) hat eine Studie vorgelegt, aus der hervor geht, dass die Umsätze bei mobilen Applikationen durch die mangelnden Möglichkeiten der Personalisierung von Mobiltelefonen behindert werden. “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,” sagte Matthew Bancroft, Vice President bei Mformation.
Aus der Pressemeldung:
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.
- 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 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.
