[by Jemima Kiss] From the the PMN Mobile User Experience conference in London last week:
There’s a shortfall between the number of people that are registered for a service and those that actually use it, said Oren Glantz, CEO of Olista. His company’s survey of mobile users found (amongst many other things) that 83 per cent were WAP enabled but only 24 per cent of those were using it. He said many user problems go unnoticed because they won’t bother calling customer care and when a problem is found, it’s often too late to fix it. His strategy is to monitor what he calls the ‘funnel of use’ (the various depths of adoption), detect which barriers are holding back use of the services and finally eliminate those barriers.
– MSX CEO Peter Baldwin said there’s much talk in the U.S. of advertising-supported services (like Virgin Mobile) where users get paid to view ads or tolerate them, at least, on their handsets. “Big media brands are looking at that but it has to be delivered in a compelling way – otherwise the advertising just doesn’t work”.
– Scott Weiss spoke in depth about usability testing models and customer research. Cue amusing guinea pig footage of a girl trying to find the song she just downloaded onto her phone from a list of randomly numbered file names, and a guy who can’t navigate round the phone because the back button doesn’t work in some parts of the menu…
This article originally appeared in MediaGuardian.
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