Easy does it
Posted by Charles Batchelor on March 1, 2008
As we’ve noted, mobile technology is getting cheaper and cheaper, which is great news for users and content providers.
But, don’t get too excited because users are not getting excited. Last month, the Israeli “Service Adoption Management” firm Olista published the results on their in-depth analysis of who is doing what in the real world of mobile. Their findings, from from monitoring over eleven million mobile users across five different mobile operators, using their software is worth noting.
As Cellular News first reported, usability rather than price is slowing the adoption of new mobile data services.
One eye-opening stat: 85% of mobile TV users abandoned the service after the first viewing and after passing through the advice of notice charge without hesitation. “The indication from the Olista findings being that the user was experiencing navigational difficulties in moving from one TV channel to the next,” Cellular News said.
Even more interesting was that over 70% of users who sign up to content bundles failed to consume any mobile content. They had paid for it but did not use it. Another worrying statistic for content providers showed that around 50% of all application downloads failed to complete successfully.
Oren Glanz, CEO of Olista, said in releasing this data, “The key to unlocking the pent up demand for mobile content lies in understanding and addressing these barriers to adoption.”
