
Half of the Dutch population owns a mobile phone with advanced functions, but does not use them. According to a study by MextrixLab among more than 500 Dutch people, commissioned by Dutch telecom provider
Telfort. The majority of the Dutch claims they do not find it important to be seen with a 'hip' phone. The majority does not use the possibility to send MMS messages, play games, surf or receive e-mail. On the other hand, users are not satisfied about the basic functions they do find important. An empty battery, poor signal reception and settings that are too hard to find turn out to be the most important annoyances.
Keep in mind, the research was commissioned by Telfort, a company that has a 'basic' proposition. So I guess the results coincidentally align nicely with their brand image.
[Through: Nu.nl (in Dutch only)]UPDATE: Indeed 'marketing-research'In Dutch newspaper 'De Volkskrant' this morning:
Caller gets carried away in megapixel mania (subscribers only, in Dutch only)
That mobile phones are still being sold that you can use to launch a space shuttle, is caused by the competition between mobile phone manufacturers, according to Sander Gielen, Telforts marketing director. [...] Telfort claims to target the so called sim-only subscriptions, where a customer keeps his old mobile, and just buys calling credits.
Interestingly enough, the first phone that a prospective Telfort client runs into on Telforts website is the Samsung G600 (
screenshot), that gets praise because of its 5 megapixel camera, bluetooth, mms-capability, e-mail, calendar, and having a voice-memo recorder, stopwatch and mp3-player. "Doesn't seem like your average basic mobile," De Volkskrant remarks.
"Actually it is," says Gielen. "Because this type is one-and-a-half years old. Much more advanced models have hit the market by now. Our portfolio contains relatively many simple mobiles."
So indeed, this study is more about marketing than user research. And I think someone has to explain Gielen the difference between an old and a simple mobile phone. Samsung is not a brand that is renowned for its simplicity and basic feature sets.
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