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A new consumer research study conducted shows that mobile operators could be losing revenue because more than half (58%) of mobile phone users do not know the make and the model of their handset.
ESATO NEWS
The poll suggests that this lack of knowledge could be posing a problem for operators and manufacturers who are trying to drive uptake of advanced data services, such as multimedia messaging (MMS),video calling and mobile internet browsing.
Accurate, real-time handset details will enable operators to market relevant extra services with which the user’s handset is actually compatible. Having access to this information will be invaluable for operators to cross-sell relevant services via all marketing media, such as SMS, email or direct mail, and will be especially crucial when a query is made to the customer call centre. For example, with only 42% of those surveyed knowing both the make and model of their handset, the number of additional revenue generating activities that can be encouraged and communicated by a customer care representative is limited. The exact handset details are also required for the correct ‘service book’, or software updates, for a new data service to be automatically delivered to the phone, enabling the subscriber to begin using it.
Half of all users (49%) know only the make, with a further one in ten (9%) knowing neither make nor model. Men and younger users (in the 15 to 34 age group) are most likely to know details of their handset. These groups are also those most likely to engage with advanced data services (such as MMS and mobile internet browsing) than women and the 55 plus age group.
While consumers themselves may not be overly interested in knowing the details of their phone, it is important for customer service specialists to know enough about the handset to be able to offer the appropriate technical advice.
Paul Gleeson, chief operating officer, LogicaCMG telecoms, said: “This research demonstrates that many operators could well be trying to sell advanced data services based on the incorrect assumption that the users they are communicating with have basic knowledge of their own handsets. Often this is not the case; the language used by the customer service advisor can be inappropriately technical and, as a result, they could actually be putting a number of people off using their handsets."
Paul Gleeson added: “Mobile data services are much more complex to deliver to consumers than voice services – just sending through the right service book to enable MMS depends on knowing to which handset it is going. Operators and manufacturers can help in the roll out of new mobile data services by ensuring that they control this kind of basic information, rather than depending on their customers often limited knowledge."
About the Research
The customer experience, loyalty and mobile data services survey was conducted by Ipsos MORI on behalf of LogicaCMG in the second half of October 2005. The research study is based on a nationally representative sample of 761 mobile phone users age 15 and over, representing approximately 39.5 million British adults. Ipsos MORI’s continuous tracking vehicle, the Technology Tracker, helped place the research findings in context. (Ipsos MORI surveys circa 4,000 adults aged 15+ in Great Britain on their use of technology on a monthly basis).
www.logicacmg.com
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Posted: 2006-07-18 20:05:30
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why do you think Orange stamp the model of the phone on it???
not such silly branding now is it...
fatreg
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Posted: 2006-07-18 20:22:07
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That is bizarre surely people know the make and model as they choose which phone they want. Unless it is a present and they are abit, erm, dense!
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Posted: 2006-07-18 20:26:38
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On 2006-07-18 20:22:07, fatreg wrote:
why do you think Orange stamp the model of the phone on it???
not such silly branding now is it...
fatreg
Nah it is still silly lol.
Just seem maybe that 58% dont take an interest in what make or model there phone is, there just purely interested in what it looks like and what it can do.
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Posted: 2006-07-18 20:32:20
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Just seem maybe that 58% dont take an interest in what make or model there phone is, there just purely interested in what it looks like and
what it can do.
I bet about over 70% have no clue of the full potential of their phone...Most buyers i think buy based off the looks...At least the majority of the youngers people
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Posted: 2006-07-18 20:54:08
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at least 50? only care about its looks
(women and gay men!)
only 50% as not all women are like that...
fatreg
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Posted: 2006-07-18 21:09:59
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My friend is gay and he knows more about hi tech gadgets then a lot of straight blokes.
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Posted: 2006-07-18 21:46:00
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58%? thats 58% of the people they asked.... not 58% of all mobile phone users in the world! did anyone on here get asked if they know what mobile phone model they have? doubt it, 58% could mean 29 out of the 50 people they asked, statistics dont mean much nowadays.
To be honest, how many people care? not many, people who just a phone as a phone for emergancies dont give a toss about a phones features becuase its not scene as a fashion accessory by them.
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Posted: 2006-07-18 23:10:24
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"hello, is that the Police? yes, I'd like to report that I've lost my phone."
"Right madam, what type of phone was it?"
"Duh!"
This message was posted from a S700
[ This Message was edited by: goldenface on 2006-07-19 08:21 ]
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Posted: 2006-07-18 23:44:26
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On 2006-07-18 23:10:24, Minstrel_Man wrote:
58%? thats 58% of the people they asked.... not 58% of all mobile phone users in the world! did anyone on here get asked if they know what mobile phone model they have? doubt it, 58% could mean 29 out of the 50 people they asked, statistics dont mean much nowadays.
Generally, when proffessional surveys are carried out, a minimum of 1500 people will be polled. There are quite a few operating guidelines which are observed (which I can point you in the direction of, should you so wish), and amazingly, these surveys/polls generally seem to be accurate to within at least + - 3-4%
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Posted: 2006-07-19 01:34:47
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