58% of mobile phone users don’t know make and model of handset they own

18 July 2006 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.

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).



On 20 Jul 22:47 awave wrote
err....i know that many people do not know the model number (you know what i mean) of there phone, but i have never come across a person that does not know which manufacturer made the phone. i've also astounded people before when they show me there phone saying its simply a 'sony ericsson' and then gone - 'oh, the z520i' or something.

-|- awave
On 19 Jul 14:12 maggflodd wrote
Surprise, surprise... I lost track of how many times I asked all networks here in ireland what kind of UP-grade they can offer me for 'my k750'... At least i always received a reply, BUT 100% of the replies ignored that i own a k750, offering me older/inferior etc models - once i was even offered 'the very interesting (wait...) k750'!!? If the networks' sales depts are that anti-interested...? Or, what about o2 still pushing i-mode as the only way to get the real internet (opera, anyone?)? 'three'-sales reps failing to explain their walled-garden, so that customers can only experience half their phone's potential anyway... On the other hand, yeah, i'd say here in ireland those figures would be even worse (like the 2-party system, most people here can only fathom 2 brands, and they are no-kia and mot-ohno-rola. Must be evolutionary)
On 19 Jul 11:53 lol wrote
this should make a good poll!! :D

Is there any way you can check the model of your phone??? (no geek stuff, please...)

I cannot find anything, even in 'about' 'help' - it may be behind the battery, but that wpould mean switching off!!! :O :O :O
On 19 Jul 11:43 jon wrote
it is the manufacturers fault for not putting the modelnumber on an easily visible part of the phone!!

nokia is the worst - a lot of thiers even look alike, even if the specs are very different!!
On 19 Jul 10:39 KSR wrote
Goes to show, they're churning out too many phones. They should slow down and create quality products, rather than trying to make a buck and just releasing the same phone but with a different appearance.
On 19 Jul 01:23 LondonCalling wrote
The problem is not whether the consumer knows the make/model, it should be the focus of the carrier to know the make and model. For the carrier to obtain this information does not require the consumer's participation, therefore what % of consumers are aware of the make/model is irrelevant (and so is this study which is likely an attempt to seel survey services/data). The data can be collected automatically, and the relevant services can be directed to the appropriate handsets.

On 19 Jul 00:57 Xugaa wrote
Lol, although perhaps bad for Sony and other companies, this news made me laugh.

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