Posted by axxxr
A new consumer research study conducted shows that mobile operators could be losing revenue because more than half (58%) of mobile phone users do not know the make and the model of their handset.
ESATO NEWS
The poll suggests that this lack of knowledge could be posing a problem for operators and manufacturers who are trying to drive uptake of advanced data services, such as multimedia messaging (MMS),video calling and mobile internet browsing.
Accurate, real-time handset details will enable operators to market relevant extra services with which the user’s handset is actually compatible. Having access to this information will be invaluable for operators to cross-sell relevant services via all marketing media, such as SMS, email or direct mail, and will be especially crucial when a query is made to the customer call centre. For example, with only 42% of those surveyed knowing both the make and model of their handset, the number of additional revenue generating activities that can be encouraged and communicated by a customer care representative is limited. The exact handset details are also required for the correct ‘service book’, or software updates, for a new data service to be automatically delivered to the phone, enabling the subscriber to begin using it.
Half of all users (49%) know only the make, with a further one in ten (9%) knowing neither make nor model. Men and younger users (in the 15 to 34 age group) are most likely to know details of their handset. These groups are also those most likely to engage with advanced data services (such as MMS and mobile internet browsing) than women and the 55 plus age group.
While consumers themselves may not be overly interested in knowing the details of their phone, it is important for customer service specialists to know enough about the handset to be able to offer the appropriate technical advice.
Paul Gleeson, chief operating officer, LogicaCMG telecoms, said: “This research demonstrates that many operators could well be trying to sell advanced data services based on the incorrect assumption that the users they are communicating with have basic knowledge of their own handsets. Often this is not the case; the language used by the customer service advisor can be inappropriately technical and, as a result, they could actually be putting a number of people off using their handsets."
Paul Gleeson added: “Mobile data services are much more complex to deliver to consumers than voice services – just sending through the right service book to enable MMS depends on knowing to which handset it is going. Operators and manufacturers can help in the roll out of new mobile data services by ensuring that they control this kind of basic information, rather than depending on their customers often limited knowledge."
About the Research
The customer experience, loyalty and mobile data services survey was conducted by Ipsos MORI on behalf of LogicaCMG in the second half of October 2005. The research study is based on a nationally representative sample of 761 mobile phone users age 15 and over, representing approximately 39.5 million British adults. Ipsos MORI’s continuous tracking vehicle, the Technology Tracker, helped place the research findings in context. (Ipsos MORI surveys circa 4,000 adults aged 15+ in Great Britain on their use of technology on a monthly basis). www.logicacmg.com
Posted by fatreg
why do you think Orange stamp the model of the phone on it???
not such silly branding now is it...
fatreg
Posted by haynesycop
That is bizarre surely people know the make and model as they choose which phone they want. Unless it is a present and they are abit, erm, dense!
Posted by scottt
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Nah it is still silly lol.
Just seem maybe that 58% dont take an interest in what make or model there phone is, there just purely interested in what it looks like and what it can do.
Posted by Sutitan
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I bet about over 70% have no clue of the full potential of their phone...Most buyers i think buy based off the looks...At least the majority of the youngers people
Posted by fatreg
at least 50? only care about its looks
(women and gay men!)
only 50% as not all women are like that...
fatreg
Posted by brix25
My friend is gay and he knows more about hi tech gadgets then a lot of straight blokes.
Posted by Minstrel_Man
58%? thats 58% of the people they asked.... not 58% of all mobile phone users in the world! did anyone on here get asked if they know what mobile phone model they have? doubt it, 58% could mean 29 out of the 50 people they asked, statistics dont mean much nowadays.
To be honest, how many people care? not many, people who just a phone as a phone for emergancies dont give a toss about a phones features becuase its not scene as a fashion accessory by them.
Posted by goldenface
"hello, is that the Police? yes, I'd like to report that I've lost my phone."
"Right madam, what type of phone was it?"
"Duh!"
This message was posted from a S700
[ This Message was edited by: goldenface on 2006-07-19 08:21 ]
Posted by london-uk
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Generally, when proffessional surveys are carried out, a minimum of 1500 people will be polled. There are quite a few operating guidelines which are observed (which I can point you in the direction of, should you so wish), and amazingly, these surveys/polls generally seem to be accurate to within at least + - 3-4%
Posted by sailaab
Thou I fall amongst the 42% , I have reason to agree with Sutitan and Ministreal Man.. Been on 'that' side of Surveys and been in the 'reliability' of data debate often.. Thou seemingly NO SAMPLE SIZE is ever big enough.. I wonder how even big prof.s.nal Organisations give in for lack of resources.. 1500 or even 15000 to me seems like a small sample size w.r.t. Cellphones for a national survey..
Posted by xan K
LOL, that's absurd (the fact, not the news)! It's hard for me to understand how poeople shell out money and not know what they're buying. the first thing I do before buying something is researching and when I already got it, I dig into it and test its potential. but there are lots of different people in this world.
Posted by *Jojo*
I do believe in the title of this thread, as I've tested it with my cousin who has a
K750i . . . and thought that he's using a - Nokia !
@golden - Nice !
Posted by shaliron
I'm not too suprised at that! As you've said, most people just buy on looks and 'features' alone. They look for a camera (the more megapixels the merrier), how many colours the screen can show (not te resolution or type) and brand. Strange though, I can spot the brand and model of phone of just about everyone that sits on the train around me easily. Nokia 7260, RAZR V3, 6380 etc.
Posted by BobaFett
thougth its more then 58%.... according my experiences ca 75%
Posted by Chrispy
@JN: hahahahhahhahahhahahhah
Posted by BobaFett
@jn fortunately the family has got u as expert
Posted by axxxr
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Gosh your cousin really does'nt have a clue about phones does he...maybe its about time you introduced him to esato.
Posted by IRFCA_WDG-3A
Having worked part-time in a cellphone showroom, I myself have encountered this situation as on a daily basis. People used to barge in, and ask haphazard qns. A regular conversation would usualy be like this:
Customer : What's the cost of that new Nokia phone?
ME: Pardon me Sir, which one are you talking of? There're 5 new Nokia phones launched last week
Customer : The new one, with camera, bluetooth, blah blah blah...
ME: Are you talking about this one (showing him a N70)?
Customer : No no, it's different, it looks a bit longer
ME : Then this one, sir ? (showing a 6270)
Customer : No, No, it's a folding phone
ME : Oh, this one.... (N90)
Customer : Hmmm....maybe.
Posted by Minstrel_Man
Your a lot more polite than I would be lol
Posted by maggflodd
Consumers are consumers are consumers... What i don't get is that networks' sales bummers don't give a hoot, either! The number of times they contacted me to up-grade my kxyz to an inferior model or, once,in an email I asked to upgrade my k750 and what's on offer? The reply was 'the great k750 as a special offer for our most valued customer'!!? Yeah, so that's why no-kia on their website's software section explain how to find out what model you have! That so confused me... But they just know their customers. Gee...
Posted by IRFCA_WDG-3A
Well, only I know how i used to fume with anger on encountering noobs like this. Some ppl didn't even know how to use a 'joystick'. And I was supposed to "smile and talk politely".
But that experience definitely taught me how to keep my cool under situations that are sure to provoke anger.