Survey: Consumers want more personalization

Mon, 10/27/2008 - 8:05am
Monica Alleven

Operators are leaving money on the table by not offering more personalized services, according to a survey commissioned by mobile device management (MDM) firm Mformation.

A whopping 80 percent of respondents indicated that they would use mobile services more if greater personalization were possible, and 67 percent said they would be willing to pay a premium to personalize their mobile devices, applications and services. The research was undertaken by independent research house Coleman Parkes and involved 4,000 people in the United Kingdom and the United States.

The results were not especially surprising, according to Rob Dalgety, marketing director at Mformation. “The key for the operators is they need to make it simple and intuitive” so that the applications and services are easy to access or change, he said. Users will get frustrated if more than a couple steps are required, or if it’s unclear how to activate a feature.

A number of Mformation’s operator customers are starting to deploy MDM solutions around the enterprise and 4G, he said. Mformation was part of the Sprint Xohm launch in Baltimore in September; Sprint had picked the Mformation Service Manager to provide device management capabilities for WiMAX devices.

The WiMAX ecosystem calls for a range of devices to be used on the network, and Mformation’s technology can ascertain whether a device is qualified, as well as whether a device is on a pay-per-day or other plan.

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