Twenty Percent of Mobile Content Downloads Fail - Report
Studies conducted by Mobile Entertainment Forum (MEF) members show as many as one in five mobile content transactions fail to complete. This inevitably results in revenue loss for both operators and content providers - not to mention disappointment and disillusionment from users, who become less likely to try again with every poor experience they have.
Led by LCC and Zandan, the MEF has launched a Quality of Experience (QoE) initiative. The initiative will establish agreement on industry-wide key performance indicators (KPIs) and metrics needed to dramatically improve users' experience with mobile content. The initiative is supported by Alcatel-Lucent, Buongiorno, Celltick, Hungama Mobile, mBlox, Motorola, Motricity, Musiwave, Orange, Telephia and Vodafone.
A white paper produced by the initiative has identified three fundamental metrics - content availability, content performance and conformance - which provide a roadmap to a better understanding of how to effectively implement and measure good Quality of Experience. These three key metrics will enable participants across the value chain to adjust their strategies to make mobile entertainment services more attractive and easier to adopt.
LCC will implement a global consumer research study over the next three months to determine specific correlations between mobile content adoption and subscribers' Quality of Experience, including discoverability, usability, customer support and billing. The results will be of critical importance to the industry in setting KPIs across the three key metrics to stimulate greater adoption by consumers and increased revenues by those involved in the mobile content delivery chain.
"The QoE initiative is part of an on-going effort by MEF to educate the mobile content industry about the need for a unified approach to improving subscribers' quality of experience. We understand the health of the mobile entertainment industry depends on consumers' willingness to try and adopt new services. The whole industry will benefit from higher standards that improve the consumer experience," said Patrick Parodi, global chairman of MEF."
Posted to the site on 28th March 2007