19 June 2013

New Ericsson report on needs of today’s smartphone and mobile internet users

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A new Ericsson ConsumerLab report, Unlocking Consumer Value, identifies the needs of today’s smartphone and mobile internet users.

“The rapid uptake of smartphones and other connected devices has transformed the mobile broadband landscape – shaping and broadening the way users work, play and communicate. When the uptake of smartphones begins to accelerate in a particular market, it is vital to differentiate between consumers based on what they prioritize in an offering, whether that’s unwavering performance or cost control and data usage.

This report outlines Ericsson ConsumerLab’s findings and details six different mobile internet target groups: the Performance Seekers, the Cost Cutters, the Curious Novices, the Control Seekers, the VIPs and the Devicers.

As an example, for Performance Seekers the interaction with the operator is less important and price is of medium importance while the device and the performance are of high importance. Cost Cutters, on the other hand, only prioritize the price.

The report can be used to help operators and developers better understand what is important to their users. This information can enhance overall consumer experience and loyalty by creating more value through relevant services and offerings.”

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