Mobile users today want their handsets to be converged devices handling multiple functions, entertainment being the most important among them. They want their mobile to be fully loaded with top-end features, but they want all that at affordable costs.
Integrated digital camera, music player and stereo FM radio are the three main features which would drive users towards upgrading their handsets. These features are available in mid range and high-end handsets so far, and the common user now demands these features in ordinary handsets which can be affordable. On the other hand, MMS has failed to catch the fancy of the masses due to its high costs of transmission over the networks and relatively cheaper alternate modes of downloading videos available through Internet.
Other features like Games, Calculator, Reminders/Scheduler/Organizer, Polyphonic ringtones etc have become hygiene features and are a must for any handset. None of these features is a differentiator anymore.
Apart from Integrated Camera, Music player and Stereo FM radio, a Speaker phone is another feature that emerges as the driver for replacing the current handset. This feature can be a most cost effective differentiating feature for the low end phones.
Most handset vendors have been bringing out new models at fairly regular intervals. The maximum activity takes place at the high end, where the launch of a newer model makes the older model cheaper, shifting it to the mid segment. However, the low-end handset users, who make up a huge number, don't get access to such features as the prices of such phones do not fall below a certain level. The dissatisfaction among the existing users stems from this, as they are unhappy at not being able to avail these high-end features.
The handset vendors need to address these expectations of the mass market to be able to entice them towards their products.
[...] Mobile Instrument Brands Used Out of total 562 sampled consumers consumers own a Nokia mobile handset which comes to 64 percent share of the market. This is followed by Samsung Sony Erickson LG and Motorola each) and others Liking For Various Attributes of Handsets Consumers were asked to reveal their likings for various attributes of the mobile phone instrument. Operational ease and price are two attributes most valued by the customers followed by looks of the handset and multiple functionalities Major functionalities of the handset and other added services mostly used by the consumers are making and receiving calls, SMSs/MMSs, telephone diary and auto answering. [...]
[...] ( Not at all good 5 = Extremely Good) 1.Battery Life 1 0 ( 0.00 2 1 ( 1.79 3 11 ( 19.64 4 30 ( 53.57 5 14 ( 25.00 2.Voice quality 1 0 ( 0.00 2 2 ( 3.57 3 11 ( 19.64 4 18 ( 32.14 5 25 ( 44.64 3.Weight(more weight less points) 1 1 ( 1.79 2 5 ( 8.93 3 20 ( 35.71 4 15 ( 26.79 5 15 ( 26.79 4.Size(more size less points) 1 1 ( 1.79 2 6 ( 10.71 3 19 ( 33.93 4 14 ( 25.00 5 16 ( 28.57 5.Appearance 1 0 ( 0.00 2 3 ( 5.45 3 14 ( 25.45 4 22 ( 40.00 5 16 ( 29.09 6.Ease of use/User Interface 1 1 ( 1.82 2 3 ( 5.45 3 10 ( 18.18 4 14 ( 25.45 5 27 ( 49.09 7.Time required to charge the phone(more time taken less points) 1 2 ( 3.57 2 7 ( 12.50 3 14 ( 25.00 4 13 ( 23.21 5 20 ( 35.71 Are you planning to buy a mobile phone in the next 6 months? [...]
[...] Review of literature: A review of literature on consumer satisfaction in telecom industry was undertaken in order to define the comprehensive scope of the study and ensuring its objectivity In- Depth interviews: IDIs were conducted across 10 people of these were students from a college campus and 4 were executives. The purpose of these interviews was to understand the user of mobile phone, to know their buying process for these phones, to understand the attributes important for the phones and to know what the users considered as a important Focused group discussion: 1 FGD of 5 people was conducted. [...]
[...] This could be the ease of use with which Nokia is associated Binary Logit analysis on the multimedia features of the mobile phones of Nokia and non-Nokia users. a. No particular feature emerged as significant. b. But Camera and Radio emerged as discriminating factors but at very low significance values. Conclusion: A major portion of the population seemed to prefer Nokia phones due to user- friendly and reliable nature. And many people seem to like Motorola probably because of more fashionable look. [...]
[...] The results of the analysis are shown in the appendix Cross Tabulations of the number of males and females on income, age, education is made Binary Logit Analysis on the attributes of mobile phones liked users. a. Derived a function that determines whether the current mobile phone is Nokia or other. i. The Coefficients of the function are given in the results in the appendix. b. Battery life emerges as a major determining feature. c. Appearance has a negative score implying Nokia users prefer simple looking phones. [...]
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