Defining the term user experience presents a challenge for everyone involved in the mobile telecoms industry. Traditionally it has been associated with the interface layer and confined to describing the graphical elements which enable a user to navigate the features of their mobile device. However, this limited understanding is evolving as the industry realises user experience is a broader issue, encompassing all the elements which form a customer's perception of a product.
The need for this understanding is particularly acute in the premium content business, where a complex web of supply relationships and technology platforms is required to deliver content such as ringtones, video clips and games.
In the first instance, there is the challenge of content discovery: enabling the user to access the service from their device. Simply providing users with the capability to download content is no guarantee they will do so. Almost every mobile phone in use today is capable of accessing premium content services of some sort, yet only a small proportion of subscribers are actively doing so.
Enhancing the content discovery process is a first step in improving the overall user experience. It is also an area where progress is already being made. These initial efforts have typically been led by mobile network operators keen to control the experience, thereby enabling them dominate the content delivery channel and capture a larger percentage of the value.
There is also growing interest from content owners themselves in software platforms which enable users to gain simpler access to their services. BSkyB, for instance, has recently partnered with WeComm to offer a customised 'Sky by mobile' service, delivering a range of video, text and gaming content through a Sky-branded client application.
There are numerous platforms which provide this kind of 'storefront' interface for mobile devices, enabling the promotion of content using highly graphical elements, automated personalisation according to user behaviour, 'push' marketing and deep integration with the applications built-in in to the handset. Some also offer synchronisation mechanisms which allow content samples to be pre-cached on the device, increasing the speed of access and enabling content to be browsed even when a network connection is unavailable (e.g. during a flight).
To-date much of the investment in improving the user experience of premium content services has been focused on this discovery process. It is the obvious choice because it is the primary interface with the customer and holds the promise of a quick return on investment. However, it is just one link in the overall chain of customer experience.
Another key area is the billing process. This is closely associated with the issue of consumer trust and premium content services have been somewhat blighted by isolated examples where trust was abused. Consumers are also left confused by the opaque marketing terms often employed to promote these services.
The result is an environment of uncertaintity, where the user unsure of who is billing them, how much they will be charged, when the payment will be taken and whether it is an ongoing subscription or just a single purchase.
Uncertaintity and confusion are major inhibitors to enhancing the user experience of mobile content, whether they manifest themselves in an interface which is difficult to navigate or a billing mechanism which fails to inform the user of how their money is being spent.
Trust is a difficult term to pin down, but understanding it should be one of the most important goals of truly customer-focused companies.
Today, mobile content consumption is far from ubiquitous and is characterised by the isolated nature of the customers. While there has been strong growth in purchases made by individuals, long-term success will depend on the industry's ability to facilitate communities which encourage content consumption as a shared experience.
At the last PMN Mobile User Experience (MEX) conference (www.pmn.co.uk/mex/) in September 2005, Julian Harris and Matt Davies of Qualcomm shared the findings of a trans-Atlantic study exploring the most effective ways to encourage content consumption on mobile devices. The study set out to answer two questions: how do you get customers to buy more content and how can you make them feel better about doing so?
In both cases, the most effective method was found to be the addition of a simple mechanism allowing customers to share content recommendations with their existing community of contacts. Even from this basic implementation, the message was clear: community sells more content; in addition, it also generates trust and enhances the user experience.
Understanding community behaviour and the user experience challenges it presents will be the central themes of the next MEX conference, which runs in London 31st May - 1st June 2006. The speaking agenda explores existing communities and how they can be leveraged in the mobile environment, communities which have grown organically and are unique to mobile, as well as compelling analogies from outside the telecoms industry.
MEX is all about encouraging companies from throughout the value chain to talk about ways they can work together to enhance customer experience, whether they are chipset manufacturers several layers removed from the consumer or service providers supporting direct subscriber relationships. PMN is working closely with the NOC to help its members participate in this ongoing debate and I'd be delighted to hear from any of you who have a view to contribute to the MEX conference – please email me at marekpawlowski@pmn.co.uk if you'd like to discuss further.
Marek Pawlowski (marekpawlowski@pmn.co.uk) is Editorial Director for mobile market intelligence firm PMN and director of the PMN Mobile User Experience (MEX) conference
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