The challenge for operators is to navigate their way through 'the mobile maze' by meeting the evolving needs, demands and expectations of consumers.
With the rapid adoption of internet-enabled smartphones and tablets, the market for mobile services and applications is becoming increasingly complex for operators and their customers.
To help operators navigate their way through “the mobile maze”, we conducted a major global online customer research study covering 6,000 consumers in 12 countries worldwide.
The research was designed to highlight short-and medium-term issues facing mobile operators involved in the mobile services/applications value chain.
We asked consumers to detail their usage of specific mobile value-added services, exploring take-up drivers and inhibitors, and their attitudes toward their mobile service providers in key aspects such as communications quality and payment preferences.
We supplemented the findings with insights from our sector practitioners, to help identify current and future customer needs and the competencies that operators will need to meet them.
In this report, we aim to: