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58% of mobile phone users don’t know make and model of handset they own, hindering advanced data services take-up  

A consumer research study conducted for LogicaCMG by Ipsos MORI shows that mobile operators could be losing revenue because more than half (58%) of mobile phone users do not know the make and the model of their handset. The poll suggests that this lack of knowledge could be posing a problem for operators and manufacturers who are trying to drive uptake of advanced data services, such as multimedia messaging (MMS), video calling and mobile internet browsing.  

Accurate, real-time handset details will enable operators to market relevant extra services with which the user’s handset is actually compatible. Having access to this information will be invaluable for operators to cross-sell relevant services via all marketing media, such as SMS, email or direct mail, and will be especially crucial when a query is made to the customer call centre. For example, with only 42% of those surveyed knowing both the make and model of their handset, the number of additional revenue generating activities that can be encouraged and communicated by a customer care representative is limited. The exact handset details are also required for the correct ‘service book’, or software updates, for a new data service to be automatically delivered to the phone, enabling the subscriber to begin using it.  

Half of all users (49%) know only the make, with a further one in ten (9%) knowing neither make nor model. Men and younger users (in the 15 to 34 age group) are most likely to know details of their handset. These groups are also those most likely to engage with advanced data services (such as MMS and mobile internet browsing) than women and the 55 plus age group. 

While consumers themselves may not be overly interested in knowing the details of their phone, it is important for customer service specialists to know enough about the handset to be able to offer the appropriate technical advice.  

Paul Gleeson, chief operating officer, 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 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.” 

Paul Gleeson added: “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. Operators and manufacturers can help in the roll out of new mobile data services by ensuring that they control this kind of basic information, rather than depending on their customers often limited knowledge.” 

About the Research 

The customer experience, loyalty and mobile data services survey was conducted by Ipsos MORI on behalf of LogicaCMG in the second half of October 2005. The research study is based on a nationally representative sample of 761 mobile phone users age 15 and over, representing approximately 39.5 million British adults. Ipsos MORI’s continuous tracking vehicle, the Technology Tracker, helped place the research findings in context. (Ipsos MORI surveys circa 4,000 adults aged 15+ in Great Britain on their use of technology on a monthly basis). 

About LogicaCMG 

LogicaCMG is a major international force in IT services. It employs 30,000 people across 36 countries. LogicaCMG’s focus is on enabling its customers to build and maintain leadership positions using LogicaCMG’s deep industry knowledge and its track record for successful delivery. The company provides business consulting, systems integration and IT and business process outsourcing across diverse markets including telecoms, financial services, energy and utilities, industry, distribution and transport and the public sector. Headquartered in Europe, LogicaCMG is listed on both the London Stock Exchange and Euronext (Amsterdam) (LSE:LOG; Euronext:LOG). More information is available at www.logica.com  

Press contacts 

Scott Allen
Global Marketing Director, LogicaCMG Telecoms
Tel: +44 (0)118 965 9200
Email: scott.allen@logica.com 

Bettina Winters/ Mairi Drysdale
Hotwire PR
Tel: +44 (0) 207 608 2500
Email: logicacmg@hotwirepr.com