Mobile User Experience
http://www.mobileuserexperience.com/
Great article with some good stats.
Ray talked about the role of trust when selling mobile content. Trust is important because it allows more to be sold. It involves the following…
Access to the service
This includes SMS short codes, camera based codes, mobile searches, web/WAP sites.
Brands are currently wary of implementing ‘Off the page’ services as there is currently consumer mis-trust of ’subscription’ based SMS services (due to past scams).
A high trust solution consists of an initial (normal rate) SMS message to download catalogue of content suitable for the particular phone. i.e. Not all services run on all phones.
Mobile search engines are becoming very popular. Many people are buying this way (they trust the links).
There are big commercial gains for early content providers.
Viral ‘pass on to a friend’ systems are very successful as trust is implicit.
Pre-buy experience
Vendors that give useful information, free previews and the exact price (in correct currency) are the most trusted.
Trust during purchase
Services such as Bango offer a "Best Biller" service where the system automatically finds the best way for the customer to pay based on the network operator/country.
Operator billing has the highest conversion rate. Vodafone UK provides the most successful payment system (for Bango) due to the ease of paying.
5% of people are willing to enter a credit card into the phone. It’s 9% in the States as there is more consumer protection (refund) if things go wrong. This rises to 14% if it’s for a trusted brand.
There’s a huge variation on conversion rate (browsing to buying) across all Bango’s merchants.
Return for more
The browse and buy model is more successful than SMS (46% vs 18%).
Great article with some good stats.
Ray talked about the role of trust when selling mobile content. Trust is important because it allows more to be sold. It involves the following…
Access to the service
This includes SMS short codes, camera based codes, mobile searches, web/WAP sites.
Brands are currently wary of implementing ‘Off the page’ services as there is currently consumer mis-trust of ’subscription’ based SMS services (due to past scams).
A high trust solution consists of an initial (normal rate) SMS message to download catalogue of content suitable for the particular phone. i.e. Not all services run on all phones.
Mobile search engines are becoming very popular. Many people are buying this way (they trust the links).
There are big commercial gains for early content providers.
Viral ‘pass on to a friend’ systems are very successful as trust is implicit.
Pre-buy experience
Vendors that give useful information, free previews and the exact price (in correct currency) are the most trusted.
Trust during purchase
Services such as Bango offer a "Best Biller" service where the system automatically finds the best way for the customer to pay based on the network operator/country.
Operator billing has the highest conversion rate. Vodafone UK provides the most successful payment system (for Bango) due to the ease of paying.
5% of people are willing to enter a credit card into the phone. It’s 9% in the States as there is more consumer protection (refund) if things go wrong. This rises to 14% if it’s for a trusted brand.
There’s a huge variation on conversion rate (browsing to buying) across all Bango’s merchants.
Return for more
The browse and buy model is more successful than SMS (46% vs 18%).
posted by Iven Frangi at 6:01 AM
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