Customisable services on their way

According to a survey in Mformation:

80 percent of respondents to the survey indicated that they would use mobile services more if greater personalization were possible. 67 percent of mobile subscribers stated they would be willing to pay a premium to personalize their mobile devices and the applications and services on them. In fact, 86 percent of people said this would enrich their mobile experience. The research also revealed that over two thirds (68%) of mobile users find buying a phone frustrating when they know that there are applications and services on it that they will never use. This clearly demonstrates that greater personalization offers an opportunity to unlock pent-up demand.

The research also found the following results:

• Revenue-generating mobile data services such as mobile email (43%), Internet (51%) and picture messaging (46%) are gaining ground as the most frequently used applications.
• There are still a large number of people who never or rarely use these applications (email – 57 %, Internet – 49%, picture messaging – 54%).
• More than half of people who don’t currently have access to these applications would use them if they were made available in a simple and compelling manner (email – 62%, Internet – 58%, picture messaging – 68%).

94 percent of consumers are already attempting to personalize their phones with items like specific ringtones or accessories. However, 89 percent said that they would like a higher level of personalization through the ability to pick and mix applications, services, and other characteristics of the handset such as form factors and designs. Moreover, 81 percent would switch to a provider that offered greater choice for customization.

Now, a forthcoming update to the Open Mobile Alliance Device Management (OMA DM) standard for mobile phones will make it easier for users to personalise their handset, for which there is enormous potential demand

Matt Bancroft, Mformation vice president, said that operators have a strong role to play in making this happen, and stand to gain as many respondents indicated that they would switch carrier and be prepared to pay extra for the ability to customise their handset.

Bancroft suggested that the OMA DM extensions, due to be ratified in 2009, will enable users of feature phones to customise their handset as much as high-end smartphone users already can.

"In essence, the update adds a new managed object defined for delivery, installation, activation and management of applications," he said.

The new extension, called Software Component Management Object, is already available as a pre-ratified version in Mformation's management tools for mobile operators, according to Bancroft.

"It also means profound things for software developers. A billion and a half mobile phones are sold each year, so there will be a much broader market for applications in the next 12-18 months once this standard becomes available," he said.