Misunderstood Phones Costs Industry US$4.5 Billion
Published on: 18th Jul 2006
Note -- this news article is more than a year old.
A new report from WDSGlobal has revealed that 63% of mobile devices returned as faulty are in perfect working order. This 'No Fault Found' (NFF) returns rate exceeds the industry average for general consumer electronic devices by 13% and is costing the mobile industry USD4.5 billion globally. These findings drawn from 15 000 monthly post sales support calls taken on behalf of a major UK retailer are directly attributable to the generally poor user experience met by mobile subscribers when first using a mobile phone.
Closer examination of the 'No Fault Found' returns calls revealed that 38% were from users abandoning devices after struggling to use a specific application, 13% were based upon mis-sold devices, where users claim that the device did not fulfil the purpose for which it was sold, and 49% were from users who diagnosed lack of service pre-configuration as a device fault.
With each device returned costing operators, manufacturers and retailers in the order of