Study: Consumers satisfied by mobile options

A majority of mass-market consumers are satisfied with the devices, services and applications offered by their mobile operator according to a new study issued by web analytics firm Compete, which recommends that carriers now focus their efforts on more effectively marketing their existing products and services. According to Compete, which analyzed the browsing and shopping behavior of millions of consumers, 59 percent of respondents feel their carrier offers a sufficient selection of handsets and services--among subscribers seeking an expanded menu of options, most requested applications like GPS and web connectivity, apparently unaware those services already exist. Asked to name the most important mobile phone features, 75 percent of respondents cited device price, while 69 percent named customer service. In addition, 32 percent of respondents reported growing difficulty finding the right mobile device.

"With the iPhone launch in 2007, we saw the wireless industry make an initial move away from its legacy of carrier controlled devices and services," said Compete's general manager of telecommunications and media Adam Guy in a prepared statement. "With carriers beginning to embrace open access, they will be able to focus on marketing their products and services to the masses while outsourcing niche device and content development to third parties."

For more on the Compete report:
- read this release [1]

Related articles:
Verizon Wireless promises open access [2] by late 2008
Will open access [3] drive a retail revolution?