Usability More Important than Price for Mobile Content

Olista, a company that describes itself as a service adoption management (SAM) vendor, has come out with a study on mobile content consumption. Olista monitored 11 million users and “hundreds of millions of usage events” on five mobile operator networks that use its platform, Cellular-news.com reports. The key finding? Mobile data service adoption is hampered more by lack of usability than by price.

According to the article, Olista’s research found that more than 60% of music and video downloads occur off-portal, which, it says, shows the difficulty operators have with getting users to access and buy their on-portal offerings.

The research also showed that nearly a third of mobile users download the same content multiple times and – bad news for the video providers – 85% of mobile TV users gave up after only tuning in once. Olista learned that difficulty in navigating between channels caused a lot of the users to abandon the service, the article said.

Olista’s SAM platform shows mobile operators real-time usage data so they can try to fix problems before they become apparent to users.