MEF says launches initiative to sort it
Studies conducted by Mobile Entertainment Forum (MEF) members show as many as one in five mobile content transactions don’t complete.
This represents unacceptable revenue leakage, as well as poor customer service, and the MEF along with a host of concerned parties is launching a Quality of Experience initiative to establish agreement on industry-wide key performance indicators (KPIs) and metrics needed to improve users’ experience with mobile content. The initiative is supported by Alcatel-Lucent, Buongiorno, Celltick, Hungama Mobile, mBlox, Motorola, Motricity, Musiwave, Orange, Telephia and Vodafone.
A white paper produced by the initiative has identified three metrics – content availability, content performance and conformance – of how to effectively implement and measure good Quality of Experience. The idea is that with a better understanding of these three areas participants across the value chain to adjust their strategies to make mobile entertainment services more attractive and easier to adopt.
LCC will implement a global consumer research study over the next three months to determine specific correlations between mobile content adoption and subscribers’ Quality of Experience, including discoverability, usability, customer support and billing.
“The QoE initiative is part of an on-going effort by MEF to educate the mobile content industry about the need for a unified approach to improving subscribers’ quality of experience. We understand the health of the mobile entertainment industry depends on consumers’ willingness to try and adopt new services. The whole industry will benefit from higher standards that improve the consumer experience,” said Patrick Parodi, global chairman of MEF.
A summary of the multi-country consumer survey will be published to the industry at large at MEF’s annual event, Mobile Entertainment Market (MeM), in Monaco June 5-6, 2007. The full report will be made exclusively available to MEF members and will be used to agree on industry KPIs.