Tuesday, 18 July 2006

Do you Know the Make & Model of Your Handset?

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, according to consumer research study conducted for LogicaCMG by Ipsos MORI. 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."

Do you Know the Make & Model of Your Handset?