Users rebel against mobile device 'bells & whistles'

Stuart Corner
Monday, 12 February 2007 15:44

Business IT - Technology

A survey of 15,000 cellphone users in 37 countries has found "function fatigue and feature frustration' to be major issues for users overwhelmed by an excess of features they find difficult to use.

  The 'Global Mobile Mindset Audit' study, carried out by the CMO Council found 'too many functions I did not use' to be the number one device problem in all regions of the world. "Compounding this complaint were disappointments in the early buying and ongoing ownership experience," the report found. "Most notably, consumers gave low marks to retailers and carriers for lack of product demonstrations, sales associate knowledge, as well as slow service at point-of-sale."

The CMO Council research initiative is part of program initiated by FAME, a strategic interest group of top marketers, associations and experts drawn from all sectors of the wireless ecosystem. It is supported by Palm and the GSM Association. Early findings from the study were presented at the opening of the 3GSM World Congress in Barcelona.

"Clearly, wireless operators, device manufacturers and sales channels need to be much closely aligned and integrated in creating a simpler, more satisfying and predictable user experience," said Dave Murray, director of the FAME group.

The study found that, given the opportunity to re-engineer their own devices, mobile users would first upgrade memory and storage and reduce the form factor; then improve design and styling, and make the device simpler and easier to use; and lastly, improve voice quality.

Michael Allenson, executive vice president at GMI, concluded: "There are huge opportunities in both established and emerging markets to extend the value, utility and appeal of mobile devices and services."

Surprisingly, the study found that consumers in developing countries "are the new power users of wireless technology and report the highest levels of device dependency and greatest receptivity to the latest mobile applications and services."

In contrast, the US "lags all other regions in mobile device ownership, advanced feature adoption, intent to buy and dependency," the study found. Also, "There is less interest in personalising devices with ring tones, wallpaper, and accessories."