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. According to new research commissioned by mobile device management (MDM) specialist Mformation,
80 percent of respondents indicated that they would use mobile services more if greater personalization were possible. 67 percent of mobile subscribers stated they would be willing to pay a premium to personalize their mobile devices and the applications and services on them. Other key findings from the survey include:
- Over two thirds (68%) of mobile users find buying a phone frustrating when they know that there are applications and services on it that they will never use.
- 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%).
- More than half of people who don't currently have access to these applications would use them if they were made available in a simple and compelling manner (email -- 62%, Internet -- 58%, picture messaging -- 68%).
- 94 percent of consumers are already attempting to personalize their phones with items like specific ringtones or accessories.
- 89 percent said that they would like a higher level of personalization through the ability to pick and mix applications, services, and other characteristics of the handset such as form factors and designs.
- 81 percent would switch to a provider that offered greater choice for customization.