Personalisation is key to future mobile success

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User appetite for mobile services is being suppressed by a lack of on-device personalisation, with 80 per cent of subscribers saying they’d use such applications more if this was possible.

Demand is clearly already there and growing, with 94 per cent of consumers already attempting personalisation through ringtones and accessories.

Some 89 per cent are craving more of the same, alongside the ability to ‘pix and mix’ applications, services, device size and design, according to research conducted by researcher a href="http://www.coleman-parkes.co.uk" target="_blank"]Coleman Parkes[/a] on behalf of mobile device management specialist Mformation.

Eight out of 10 subscribers reckon they’d switch to a competitor if they could offer greater customisation opportunities, while more than two-thirds said they’re happy to pay a premium to get the personalisation they want.

As such, mobile operators around the world are missing out on large revenues – which could then in turn be ploughed back into enhancing the mobile experience.

“The way we think about mobiles and the way we use them is very different from any other toolset in the enterprise," said Rob Dalgety, the company's marketing director.

“All we’re doing here is shining a bit of a spotlight on consumers in the UK and US. If you offers services in a flexible manner targeted to their needs, you get more usage."

Some 86 per cent of research respondents said personalisation would enrich their mobile experience, with more than two thirds admitted they’re frustrated when they purchase a new mobile as they know that there is inevitably applications and services on there that will never see the light of day in terms of being used.

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