Only One Consumer in Four is Satisfied with Their Mobile
Entertainment Experience
Revenues Are at Risk Due to a Sub-Standard User Experience, Says
Mobile Entertainment Forum
MONTE CARLO, Monaco (Business Wire EON/PRWEB ) June 7, 2007 --
Just 26% of U.K. and U.S. mobile entertainment users are currently
-satisfied with their services, according to research results announced
today from the Mobile Entertainment Forum and LCC.
Detailed consumer research findings were released today as part of MEF’s
Quality of Experience initiative led by members LCC and Zandan.
Understanding the problems which are impacting a positive experience of
mobile entertainment is at the core of the research. The most crucial of
these problems across the consumers surveyed is ensuring that mobile
entertainment works as it is advertised to do. Reliability is still low
and this is highly reflected in overall low adoption rates.
While cost is a still a key factor, value is even more significant,
particularly to UK users. Subscribers in the U.K. are willing to pay a
premium but in return they expect a high quality of service.
Transparency of pricing is however, vital whether subscribers are in the
U.S. or U.K. For instance, if the data charges are additional to the
content download, users want to know.
The highest current satisfaction rates are for Mobile TV in the American
market (37%) and music downloads in the U.K. (32%). In general,
subscription based services such as mobile chat, mobile TV and
information services are popular with U.S. users. In the U.K. downloaded
entertainment including wallpapers and ringtones are preferred.
The survey did however highlight the great strides made by the industry
in educating consumers with over 80% being aware of the different types
of mobile entertainment available. Consumers are also already
considering buying these services – for
ringtones over 50% in the U.K. and U.S. rated themselves as very likely
or likely to buy these products. The industry needs to determine how to
convert this interest into initial purchasing activity and, eventually,
loyalty. These are some of the next steps that the initiative will
concentrate on.
“While the mobile entertainment market still
represents vast potential, it is time to convert that opportunity into
hard revenues. To do this the industry needs to take a close look at the
experience we provide for users,” commented
Patrick Parodi, Global Chair, MEF. “There will
inevitably be some growing pains as mobile entertainment moves from an
emerging market to an established media and entertainment channel.
However, the industry must collaborate to focus on providing a seamless
user experience, boosting subscriber satisfaction and encouraging mass
adoption.”
Kenny Young, CMO, LCC, “From a wireless
industry perspective, this research clearly identifies what consumers
are telling us about their experiences with mobile entertainment.
Increasing mobile entertainment adoption by consumers will require
unprecedented collaboration among those in the value chain (wireless
operators, content providers and equipment manufacturers). However, by
creating consistent mobile experiences and drive better experiences for
end-users, the industry will realize new revenue opportunities across
all content types. It will also establish a solid foundation for taking
the industry to a wider consumer audience. We are committed to working
closely with MEF and the other initiative leaders to put together
tangible key performance indicators to make it easier for the industry
to foster consumer-centric working practise.”
This is the first stage in MEF and LCC’s
global research study looking into user experiences of mobile
entertainment. The research, as part of MEF’s
Quality of Experience initiative, aims to establish industry-wide key
performance indicators (KPIs) to dramatically improve user experience
and, consequently, uptake.
Led by LCC and Zandan, the MEF Quality of Experience (QoE) initiative is
also supported by Alcatel-Lucent, Buongiorno, Celltick, Hungama Mobile,
mBlox, Motorola, Motricity, Musiwave, Orange, Telephia and Vodafone.
Almost 3000 consumers were questioned on a full cross section mobile
entertainment including ringtones, mobile TV, mobile video clips, mobile
information services, mobile chat, wallpapers, logos, full track music
downloads and mobile games. Additional countries being assessed will
include France, Germany, Italy, Romania, Spain and Singapore.
A summary of the U.K. and U.S. consumer research results is available to
MEF members at www.m-e-f.org.
About LCC International, Inc.
LCC International, Inc. is a global leader in voice and data design,
deployment and management solutions to the wireless telecommunications
industry. The Company has worked with all major access technologies and
has participated in the success of some of the largest and most
sophisticated wireless systems in the world. Through an integrated set
of technical business consulting, training, design, deployment,
operations and maintenance services, LCC is unique in its ability to
provide comprehensive turnkey services to wireless operators around the
world. News and additional information are available at www.lcc.com.
About Mobile Entertainment Forum (MEF)
MEF exists to represent the interests of its global membership across
the mobile entertainment value chain. Our goals are to build awareness,
create business development opportunities and facilitate the development
of commercial guidelines and best practices to promote a healthy and
profitable industry.
With headquarters in London, a Hollywood-based Americas secretariat and
the newly established Asia chapter, MEF’s
network of members represents a veritable ‘Who’s
Who’ of mobile entertainment businesses and
entrepreneurs. For more information and a full list of members please
visit: www.m-e-f.org.
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