Handset Configuration Still Confusing Users

Many mobile users are still perplexed by complicated handset configuration and service access. That's the message from SmartTrust, who suggests the slower than expected uptake of data services, as reported by many of the industry's analysts, is a result of poor user experiences. Many operators see data services as a key driver towards increased ARPU, with many now offering a portfolio of non-voice services.

"The uptake of these types of services in many regions remains much lower than expected. The content is there, the delivery channel is there, but the user experience is still affecting their mass appeal. The majority of users don't want to reconfigure service setting or remember short codes in order to access new applications. That's where WAP failed," says Nigel Waters, Managing Director of Asia Pacific and Middle East regions at SmartTrust. "As new services come online, operators need a mechanism to support the remote configuration of subscribers' devices, allowing them to access new services without any intervention. Fortunately, more and more operators are recognizing the importance of this with greater investment in sophisticated OTA (over-the-air) service and device management platforms. We have also seen enormous growth in the deployment of services based around SIM browsers such as the SmartTrust WIB

Posted to the site on 20th May 2003