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Consumers Not Satisfied With Their Mobile Entertainment Experience

Revenues Are at Risk Due to a Sub-Standard User Experience, Says Mobile Entertainment Forum

Just 26% of U.K. and U.S. mobile entertainment users are currently -satisfied with their services, according to research results announced today from the Mobile Entertainment Forum and LCC.

Detailed consumer research findings were released today as part of MEF’s Quality of Experience initiative led by members LCC and Zandan. Understanding the problems which are impacting a positive experience of mobile entertainment is at the core of the research. The most crucial of these problems across the consumers surveyed is ensuring that mobile entertainment works as it is advertised to do. Reliability is still low and this is highly reflected in overall low adoption rates.

While cost is a still a key factor, value is even more significant, particularly to UK users. Subscribers in the U.K. are willing to pay a premium but in return they expect a high quality of service. Transparency of pricing is however, vital whether subscribers are in the U.S. or U.K. For instance, if the data charges are additional to the content download, users want to know.

The highest current satisfaction rates are for Mobile TV in the American market (37%) and music downloads in the U.K. (32%). In general, subscription based services such as mobile chat, mobile TV and information services are popular with U.S. users. In the U.K. downloaded entertainment including wallpapers and ringtones are preferred.

The survey did however highlight the great strides made by the industry in educating consumers with over 80% being aware of the different types of mobile entertainment available. Consumers are also already considering buying these services – for ringtones over 50% in the U.K. and U.S. rated themselves as very likely or likely to buy these products. The industry needs to determine how to convert this interest into initial purchasing activity and, eventually, loyalty. These are some of the next steps that the initiative will concentrate on.

“While the mobile entertainment market still represents vast potential, it is time to convert that opportunity into hard revenues. To do this the industry needs to take a close look at the experience we provide for users,” commented Patrick Parodi, Global Chair, MEF. “There will inevitably be some growing pains as mobile entertainment moves from an emerging market to an established media and entertainment channel. However, the industry must collaborate to focus on providing a seamless user experience, boosting subscriber satisfaction and encouraging mass adoption.”

Kenny Young, CMO, LCC, “From a wireless industry perspective, this research clearly identifies what consumers are telling us about their experiences with mobile entertainment. Increasing mobile entertainment adoption by consumers will require unprecedented collaboration among those in the value chain (wireless operators, content providers and equipment manufacturers). However, by creating consistent mobile experiences and drive better experiences for end-users, the industry will realize new revenue opportunities across all content types. It will also establish a solid foundation for taking the industry to a wider consumer audience. We are committed to working closely with MEF and the other initiative leaders to put together tangible key performance indicators to make it easier for the industry to foster consumer-centric working practise.”

This is the first stage in MEF and LCC’s global research study looking into user experiences of mobile entertainment. The research, as part of MEF’s Quality of Experience initiative, aims to establish industry-wide key performance indicators (KPIs) to dramatically improve user experience and, consequently, uptake.

Led by LCC and Zandan, the MEF Quality of Experience (QoE) initiative is also supported by Alcatel-Lucent, Buongiorno, Celltick, Hungama Mobile, mBlox, Motorola, Motricity, Musiwave, Orange, Telephia and Vodafone.

Almost 3000 consumers were questioned on a full cross section mobile entertainment including ringtones, mobile TV, mobile video clips, mobile information services, mobile chat, wallpapers, logos, full track music downloads and mobile games. Additional countries being assessed will include France, Germany, Italy, Romania, Spain and Singapore.

A summary of the U.K. and U.S. consumer research results is available to MEF members at http://www.m-e-f.org.

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About LCC International, Inc.
LCC International, Inc. is a global leader in voice and data design, deployment and management solutions to the wireless telecommunications industry. The Company has worked with all major access technologies and has participated in the success of some of the largest and most sophisticated wireless systems in the world. Through an integrated set of technical business consulting, training, design, deployment, operations and maintenance services, LCC is unique in its ability to provide comprehensive turnkey services to wireless operators around the world. News and additional information are available at http://www.lcc.com.

About Mobile Entertainment Forum (MEF)
MEF exists to represent the interests of its global membership across the mobile entertainment value chain. Our goals are to build awareness, create business development opportunities and facilitate the development of commercial guidelines and best practices to promote a healthy and profitable industry.

With headquarters in London, a Hollywood-based Americas secretariat and the newly established Asia chapter, MEF’s network of members represents a veritable ‘Who’s Who’ of mobile entertainment businesses and entrepreneurs. For more information and a full list of members please visit: http://www.m-e-f.org.

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