Mobile users clueless on data

Survey finds users are lost when it comes to data services

Despite increasing numbers of data-enabled mobile phones it seems that users are lost when it comes to data services.

In a survey carried out by mobile software company SurfKitchen not one mobile phone user could correctly identify the data package on their phone.

The survey found that perceived high prices, poor usability and unreliability of service were the main reasons for customers shunning data services.

"The cost of data is certainly too high," said Dean Bubley, founder of consultant firm Disruptive Analysis. "Prices are between two and six times as much as they should be, and this is a key factor in holding back adoption."

Bubley explained that prices would have to come down significantly if people were going to increase data use, possibly by offering a flat rate for unlimited use. He also suggested some kind of toolbar on the mobile screen so that users could check how much they are spending.

Matthias Hilpert, head of product marketing and planning at Orange, indicated that the mobile operator is considering the reintroduction of a cost bar.

"We already have flat rates, and every month users still do not realise what they are paying for and what they can do for the money," he said. "Some operators offer free minutes browsing and even then we do not see rapid take-up. "

Usability and reliability of downloads is also a major factor. In many cases downloading was overly difficult for non-technical users, and is adversely affecting the whole data market.

"If people get stymied once or twice they do not do it anymore," said Michel Quazza, chief executive at SurfKitchen.

"It's a lot about reassurance: if people know that an application is going to work take-up is much higher."

Quazza added that the number of stages a phone user had to go through to access services is also an issue, as had been proved with Wap services years ago.

It has been calculated that for each key click a user had to make to access a service, 50 per cent would abandon the attempt.