Mobile Consumers Want More Personalization Choices

By Mike Sachoff
Staff Writer
Article Date: 2008-10-31

The majority (80%) of consumers say they would use mobile services more if greater personalization were available, according to a new survey from mobile software firm Mformation Technologies.

Sixty-seven percent of mobile subscribers said 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 survey also revealed that 68 percent of mobile users find buying a phone frustrating when they know that there are applications and services on it they will never user.

"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," said Matthew Bancroft, vice president, Mformation.

"Operators could achieve this by allowing a pick-and-mix approach to applications and services. Our research indicates that consumers want to be able to choose from a range of applications and services and then tailor them to their needs when buying a new phone. As they use the phone, they want similar flexibility to personalize and add new services."

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%).

The overwhelming majority (94%) of consumers are already personalizing their phones with specific ringtones or accessories. Eighty-nine percent said they would like a higher level of personalization with the ability to pick and mix applications. In addition, 81 percent would switch to a provider that offered more choice for customization.

"The message is straightforward. Greater investment in personalization will ensure better targeting of services relevant to users. As we've seen in many other industries, when consumers have a greater opportunity to specify the make up of the products and services they purchase, they will use those products and services more," added Bancroft.

About the Author:
Mike is a staff writer for WebProNews. Visit WebProNews for the latest ebusiness news.