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Smartphone Makers Risking Customer Satisfaction Through Poor Reporting of Battery Performance
Published on:
An analysis of 50 of the top smartphones launched from August 2011 to August 2012 reveals that smartphone makers are risking customer satisfaction by not quoting battery performance in a way that reflects day-to-day use.
The analysis, by WDS found that the battery specifications and performance data used by consumers when shopping for a new device could leave many disappointed with their new purchases.
Activities such as web browsing, watching videos and using downloadable apps have become an everyday part of smartphone use. Yet analysis shows that their impact on battery performance is largely excluded from the data published by manufacturers.
Only two of the 50 devices that were reviewed included information on expected battery life for web browsing (the Apple iPhone 4S and the Nokia N9). Instead, consumers are typically left to make comparisons based on stand-by time and 2G talk-time.
To support the findings, WDS also analyzed two million technical support calls taken on behalf of global mobile network operators and handset manufacturers. The findings found that calls about battery performance have quadrupled since 2008, rising to make up 10 percent of all hardware-related technical support calls.
"Poor battery life has become one of the most common complaints of smartphone users, and it's not hard to see why," said Tim Deluca-Smith, vice president of marketing at WDS. "The majority of manufacturers simply publish stand-by and talk-time figures, which have the lowest drain on smartphone battery performance. This means that when consumers start using their smartphones in earnest - downloading and using apps and browsing the web - they often find their battery lasts less than they expected."
A report from J.D. Power and Associates released in March 2012 found a clear link between satisfaction with battery performance and likelihood to repurchase a device from the same manufacturer.
Apple, one of the two device makers to report the impact of web browsing on battery performance, ranked highest in customer satisfaction among smartphone manufacturers.
"A vital aspect of customer experience is setting the right expectation. No single manufacturer can really overcome the limitations of today's batteries, but they can take the lead in better informing customers. This will not only boost satisfaction, but will also save money for them and their mobile operator partners. Battery life is not something that a consumer can gauge in-store. Simply stating that a device has a 1700mAh battery is meaningless; performance data needs to be in line with real-world use," concluded Deluca-Smith.
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