Openwave Systems Inc. announced the results of its mobile messaging research to understand from consumers what defines the perfect user experience. Several Openwave customers in North America participated in the focus groups and are looking to the research to provide insight on the design and rollout of future messaging products. The study revealed that consumers are willing to pay for messaging services such as Video Voicemail and Integrated Messaging that offer presence information and that are easier to use. The focus groups also yielded the need for market segmentation of wireless data service applications -- with teens and young adults as primary targets.
The research, conducted by TNS, involved nine focus groups of wireless users in three markets -- San Francisco, New York and Chicago -- with an average of eight participants per group. The groups were based upon age and occupation -- mobile professionals; young adults, ages 19-24; and teens, ages 13-18.
"We learned that many teens and young adults teach their parents how to use their phones, messaging and mobile data. The older segment of mobile professionals was interested in an online tutorial," said June Bower, vice president of corporate marketing, Openwave Systems. "This feedback reinforces our belief that Openwave's mission to help operators perfect their user experience will result in greater usage and attract a wider range of loyal subscribers."
The primary appeal of video voicemail is that the service is fun, entertaining and allows the opportunity for personalization with interest driven predominantly by teens. Overall the personal greeting, which allows users to craft an individual video voice mail greeting, was preferred by audiences with the exception of the teen segment who opted for celebrity greetings.
Picture Video with IM and Push-to-Talk
The appeal of this service is the fact that it is based on the traditional function of a mobile phone with the enhancement of pictures and video. While the service referenced IM, virtually everyone spoke about it within the context of voice communication or Push-to-Talk. Overall, 65% of attendees were interested in IM on their phone. Among young adults, the number was higher at 85%. The majority of young adults and mobile professionals were extremely interested in picture video. Across the board, consumers were not intimidated by the technology.
Personal Communications Manager
The Personal Communications Manager allows users to tailor communications services on wireless devices based on an availability profile and a message delivery presence. The "live address book" personal communications manager was popular among teens with 64% extremely or very interested and 81% of young adults extremely or very interested.