The research is an in-depth investigation into consumer
perceptions of new mobile services across the US and Europe. The research
has also found that the success of 3G will be driven by better control
of the user experience.
Control and simplicity are important: With the proliferation
of new forms of mobile messaging, including MMS,
mobile email and Instant Messaging, and new mobile content with the
launch of 3G services, the study found that most users are attracted
to simple tools that would help them better control their mobile lives.
The study, involving 40 situational and focus group interviews,
shows that functions to help simplify and order mobile information
are crucial to delivering a better user experience of mobile services
of all types. The study was undertaken in London, New York, Paris,
San Francisco, Madrid, Chicago, Rome and Berlin across three demographic
groups - teens, young adults and professionals.
The research has also demonstrated the importance of relevant and
accessible content to the delivery of better mobile user experiences.
Survey participants saw most relevance in services that supported
personalised content closely fitting their lifestyles and values,
and were prepared to pay a premium for such services. While participants
were attracted to personalised and relevant content, however, most
have found it hard to know when new content is available to them,
or how to access this content easily.
Teleconomy Group chairman Professor Michael K Hulme says, "This
study shows that tomorrow's killer applications are all about control.
While advanced mobile content and services have undoubted consumer
appeal, they require simple control structures that allow users
to manage them effectively. It is clear that there's little point
bombarding users with
advanced forms of content if they can't make sense of it and order
it."
Another tool that hooks users to the mobile is the video voicemail.
This service allows users to create and manage personalised video
messages, in the same way they would using
conventional voicemail.
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