MEF to tackle lost revenue

News

Stuart O'Brien in Orlando Mar 28 2007, 12:15am

A worrying one in five mobile content transactions fail to complete, according to research from the Mobile Entertainment Forum.

Clearly the problem results in revenue loss for both operators and content providers, but the MEF says greater damage could be caused by the associated disappointment and disillusionment of end-users.

To tackle the issue the MEF has teamed with LCC and Zandan to launch a new Quality of Experience (QoE) initiative to establish industry-wide key performance indicators (KPIs) and metrics needed to 'dramatically' improve the mobile content user experience.

The initiative is supported by Alcatel-Lucent, Buongiorno, Celltick, Hungama Mobile, mBlox, Motorola, Motricity, Musiwave, Orange, Telephia and Vodafone.

LCC will implement a global consumer research study over the next three months to determine specific correlations between mobile content adoption and subscribers’ quality of experience, including discoverability, usability, customer support and billing.

A summary of the multi-country survey will be published at the MEF’s annual Mobile Entertainment Market (MeM) event in Monaco in June.

Patrick Parodi, global chairman of MEF, said: "The QoE initiative is part of an on-going effort by MEF to educate the mobile content industry about the need for a unified approach to improving subscribers’ quality of experience. We understand the health of the mobile entertainment industry depends on consumers’ willingness to try and adopt new services. The whole industry will benefit from higher standards that improve the consumer experience."