Around 58 per cent of mobile phone users do not know the make and model of their handset, new research has claimed.
A study conducted for LogicaCMG by Ipsos MORI said that this lack of awareness is creating problems for operators and manufacturers trying to drive the uptake of advanced data services, such as MMS, video calling and mobile browsing.
The report argues that accurate handset details are necessary to enable operators to market relevant extra services with which the user's handset is compatible.
The exact handset details are also required for the correct software updates for a new data service to be automatically delivered to the phone.
Half of all users know only the make of their handset, and a further one in 10 know neither make nor model.
Men and users in the 15 to 34 age group are most likely to know the details of their handset.
These groups are also most likely to engage with advanced data services than women and the 55-plus age group.
Paul Gleeson, chief operating officer at LogicaCMG Telecoms, said: "This research demonstrates that many operators could well be trying to sell advanced data services based on the incorrect assumption that the users they are communicating with have a basic knowledge of their own handsets.
"Often this is not the case; the language used by the customer service advisor can be inappropriately technical and, as a result, they could actually be putting a number of people off using their handsets.
"Mobile data services are much more complex to deliver to consumers than voice services. Just sending through the right 'service book' to enable MMS depends on knowing to which handset it is going."
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