Mobile Content Research Market Intelligence November 2006

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Mobile Content Research
Market Intelligence November 2006
WASP WORKSHOP - 21 FEBRUARY 2007
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1. OBJECTIVES

• Factors Influencing Buying Behaviour
• Emotional Drivers
• Price Elasticity
• Preferred Advertising Method
• Adult Content
• Subscription Services
• Reasons for not using Mobile content and
  possible enticement
• Distinction between WASPs and Vodacom Network
• Customer Satisfaction - Mobile Content Services
• Customer Satisfaction - WASP Services

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2. METHODOLOGY
Five discussion groups (Focus Groups) were
conducted with the following structure
The discussion groups consisted of 9 to 11
participants, with a total of 49 participants
across the five groups. During the discussion
groups, the participants were requested to
individually complete a questionnaire.
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3. FACTORS INFLUENCING BUYING BEHAVIOUR
The major factors influencing the purchase of
Mobile content are, in order of importance price
- always a sensitive factor quality - in
response to the current frustration caused by
poor sound and game features advertising - for
the benefit of having a comprehensive description
of the content advice from friend/family - the
power of word of mouth reputation of the content
provider - last but still significant.
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4. EMOTIONAL DRIVERS
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5. SPENDING PATTERNS
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6. PRICE ELASTICITY
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7. PREFERED METHOD OF ADVERTISING
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8. Attitudes Towards Adult Content

• 13 reported downloading adult content,
• 11 out of 13 will consider leaving Vodacom
  network if Vodacom had to block adult content
• 21 would consider leaving Vodacom if other
  networks blocked adult content but Vodacom did
  not.

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9. SUBSCRIPTION SERVICES

• A regular reminder with the following information
  in order of importance- would be welcome
• cost of the service to plan spending and
  monitor price increase
• information on how to unsubscribe in response
  to reported difficulties encountered by
  participants when they tried to unsubscribed to
  content services in the past
• description of the service in case the
  subscriber is unaware that his/she has been
  signed up
• how to contact the content provider or cc it
  seems that there is a significant lack of
  communication regarding how and who to call in
  case of problem and
• how to use the service as some participants
  reported struggling with menu or IVR navigation.

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10. REASONS FOR NOT USING MOBILE CONTENT AND
POSSIBLE INDUCEMENT

• NON-USERS
• LSM 8-10 25-40 yrs old mix races
• Reasons for not using mobile content
• It costs too much (100)
• Dont need it (50)
• Dont know how it works, how to set it up (30)
• Have tried but did not work (30) and
• Overall very little interest for data content.

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11. REASONS FOR NOT USING MOBILE CONTENT AND
POSSIBLE INDUCEMENT

• NON-USERS
• LSM 8-10 25-40 yrs old mix races
• Possible Inducement
• TV ads (visually descriptive)
• Demos or being shown how it works by someone
• Advertorials in magazines
• Get assistance on Vodacom web sites
• Get effective assistance from cc (currently
  discourage by long waiting queues).

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12. Customer Satisfaction

• The main concerns reported regarding the Mobile
  content services are
• The perceived low value for money, particularly
  regarding the poor sound quality of the ring
  tones/music and the unsatisfactory content of
  games downloaded. Disappointment could be avoided
  if the users had the possibility of pre-listening
  /viewing the content before downloading it
• The difficulties encountered when wanting to
  unsubscribe from a content service is a recurrent
  issue
• The navigation within the content services is
  repeatedly reported to be uneasy and frustrating
• The content information is not always updated.

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12. CUSTOMER SATISFACTION Cont

• Not happy with incompatibility between handsets
  and certain content services which is not clearly
  specified on the content providers advertising
  material
• The perception is that too often downloads are
  only partially received, but still charged for as
  a whole. Content users are confused regarding
  who bears the responsibility for
  partial/disconnected downloads, as they are
  unsure whether it is the content provider of
  Vodacom network.
• There is a strong demand for easy recourse of
  action and access to assistance when problems
  arise.

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