Lets Make It Personal

Rob Dalgety, Communications Director at Mobile Device Management company Mformation, argues that personalisation will stimulate demand for mobile services

Robdalgetymformation
As markets mature, new techniques are needed to stimulate usage and revenue. Segmentation is a well-understood marketing technique. Most markets are not homogenous; customer segmentation is the practice of dividing a market into groups of individuals that are similar in specific ways, such as age, gender, interests, spending habits, wants or attitudes. Value is created when products and services are targeted appropriately into these segments.
In the mobile marketplace, there is now a need to be more targeted, adding customer insight to the mix and more flexibly delivering services that meet the needs of specific customer segments, thereby driving higher mobile usage. The mobile market has seen a huge amount of innovation over the last 20 years; it will need to keep innovating to ensure that end users continue to do more with their mobile devices

Inability to personalise
A significant portion of global revenues from mobile applications and services is not being realised because of an inability to personalise mobile devices and the services that can be accessed via these devices. This is the top-line finding from a recent survey commissioned by Mformation. The research was carried out in Q3 2008 by research firm Coleman Parkes, which asked 4,000 mobile users in the UK and the US about their mobile usage and preferences.
The survey also found that, while consumers want to use more mobile applications and services, these need to be tailored more closely to the needs of each user. Respondents indicated that they want a more personalised mobile experience, something that operators could provide via a pick-and-mix approach to mobile applications and services. Consumer views of a broad array of personalisation options were solicited in this survey – from the ability to tailor the services and applications used on or via the devices, to the ability to customise the features and functions, user-experience options and menu structures on the devices themselves.

Research findings
Findings from the research indicate the pent-up demand for mobile personalisation as well as, to some extent, the frustration with the current state of affairs:

    80% of respondents indicated that they would use more mobile services if these services could be tailored for them. 

    67% of mobile subscribers surveyed indicated that they would be willing to pay a premium to personalise their handsets and the applications and services on them.

    86% of respondents said that personalisation would enrich their mobile experience.

     68% of respondents indicated that they find buying a mobile phone frustrating, knowing that the device is set up without any flexibility to change the services that come with it.

    94% of respondents indicated that they already personalise their device using the limited options available, such as wallpaper and ringtones. 89% said that they would like a higher level of personalisation.

Personal services
There are several steps required to drive higher levels of personalisation into the mobile marketplace; a number of technologies must come together on the device and in the network to support customised mobile services. However, end users dont care about technologies. They want to be able to personalise services to match their wants and needs when they first buy a mobile device, and as they use it over a 12- to 24-month ownership period. In addition, they want a personalisation process that is simple and intuitive. 
The challenge for the mobile industry may actually be less about the technical complexities and more about building a mindset and culture that focuses on meeting end-user expectations. The mobile industry could learn from other industries where a more targeted marketing approach is deemed business as usual. There are many actors in the mobile industry investigating broadening and deepening the service set available, but in order for the continued growth and success of the industry, the targeted delivery of mobile applications and services to address end-user demand for personalisation must be part of that ongoing development.