Function Fatigue is afflicting mobile technology users worldwide and tops several consumer issues negatively impacting the embrace of new wireless devices and services, says the CMO Council’s Global Mobile Mindset Audit.
Compounding this complaint were disappointments in the early buying and ongoing ownership experience. Most notably, consumers gave low marks to retailers and carriers for lack of product demonstrations, poor levels of knowledge among sales associate, and slow point-of-sale service.
Other key findings:
• Function fatigue and feature frustration among users will challenge device makers to improve usability and education
Given the opportunity to reengineer their own devices, mobile users would first upgrade memory and storage and reduce the form factor; then improve design and styling, and make the device simpler and easier to use; and lastly, improve voice quality.
“Clearly, wireless operators, device manufacturers and sales channels need to be much closely aligned and integrated in creating a simpler, more satisfying and predictable user experience,” notes Dave Murray, director of the CMO Council’s Forum to Advance the Mobile Experience (FAME).
There certainly appears to be a real opportunity for device makers and carriers to differentiate themselves by improving the buying experience.
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