News
More marketing needed for content services
Tim Green Feb 4 2008, 11:33am
UK mobile users are still talking and texting, despite a myriad of new service launches.
The study of 500 mobile phone users by AppTrigger revealed shortcomings in the way mobile markets new services. It revealed 57 per cent haven’t changed their mobile habits even though 74 per cent accept that services offered have improved.
Nearly half (48 per cent) of users said that they have never received a sports, retail or entertainment promotion from their operator. Of the 52 per cent that have received promotions, 62 per cent said that it was as infrequent as ‘a few times a year’ or ‘almost never.’ It’s not all bad news, though. The figures also showed that within the youth market (16 – 24 year olds) 62 per cent said they download music or games.
AppTrigger believes operators lack the connectivity to integrate existing applications with new services across their legacy networks. This limits their ability to blend best-of-breed, multi-vendor applications in a timely fashion to respond to users’ demands and push these services out more quickly.
Patrick Fitzgerald, VP of marketing for AppTrigger, said. “If operators were equipped with the appropriate tools and technologies to link promotions, via applications, into their networks quickly and push them out to market, they would be able to capitalise on this lost opportunity.”
