Business Daily from THE HINDU group of publications
Thursday, Oct 18, 2007
ePaper | Mobile/PDA Version
Business Daily from THE HINDU group of publications Thursday, Oct 18, 2007 ePaper | Mobile/PDA Version |
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Info-Tech
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Telecommunications Marketing - Marketing Research ‘Entry-level mobiles not up to customers’ mark’
Our Bureau Bangalore, Oct. 17 Entry-level mobile phones are not fun enough, complain Indian users. Entertainment features and internal memory (storage capacity) are two parameters on which customer satisfaction has come down significantly, according to IDC’s India Mobile Handset Usage and Satisfaction Study 2007, conducted on 4,760 mobile (GSM and CDMA) handset users in 18 cities. The overall satisfaction score of mobile handset users has declined for the first time in three years, it reported. Overall, the participants observed that mobile phones have become easier to use, have better voice clarity and longer battery life. “The handsets with higher memory and good entertainment features are still priced quite high. The entry-level phones are relatively poor on these parameters contributing to decline in satisfaction scores. Higher memory and good entertainment features are the key drivers for upgrading to a new handset,” said Mr Kapil Dev Singh, Country Manager, IDC India, in a release issued on Wednesday. Primary featuresThe study further highlighted that an integrated digital camera, a music player and stereo FM radio are three primary features that drive users to upgrade their handsets. The common user now demands these features in the more affordable handsets. “The Indian mobile user is willing to spend Rs 6,900 on an average for an upgrade. This price has declined in the past three years. The average price paid for the current handset by an Indian mobile user is Rs 3,700. The ‘incremental spend’ for the next handset has grown to Rs 3,200 indicating that the experienced users are willing to spend higher amount for purchase of their next handset,” informed Mr Shailendra Gupta, Senior Manager, Consumer Research, IDC India. A mobile handset is used for 56 minutes a day on an average for both incoming and outgoing calls, showing an improvement of 5 minutes over 51 minutes per day a year ago. An average SMS user sends 8 messages in a day, while the number of messages received is 10 per day. More Stories on : Telecommunications | Marketing Research | Standards & Benchmarks | Consumerism
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