Marketing non-voice mobile service - 28 May 2005

Non-voice mobileservices: a new survey from Olista reveals that a vast majorityof mobile users (aged 15 – 65+) that buy sophisticated handsets arenot using mobile data services. In the UK, 77% of mobile users havenever used any new data services, such as MMS, gaming or music andring tone downloads. In addition, 44% of mobile data users give uptrying because they simply don't work. The survey can help mobileoperators question on the interest of such applications and why sonegative user experience? Too complex, not affordable, too expensive,technical issues or simply no large demand? Or is it only a poorapproach to marketing those services? Mobile operators should be wellinspired to review their mobile data strategy and do not let 44% ofmobile data users unsatisfied (an unsatisfied customer is a candidatefor changing of service provider).
Another study, conductedin the US by TMNG, on a population of 13 – 34, found that 40% ofmobile users should be very interested by listening broadcast radio,free of charge, and 35% by downloading music.
In clear, as sales andmarketing persons learn in business schools, market segmentation isthe answer to tune demand and offer. Mobile operators should have toreopen their MBA handbooks.