Broken Records

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Mike Grenville of 160Characters pointed this out in a comment he made on Russell’s last post, but I thought it was worth a post. A new survey from the UK says that 44% of mobile users there who used a mobile data service for the first time during the World Cup won’t use it again. Why? “Pricing, ease of set up and use were identified as the key barriers to mobile data uptake.”

Surprise!

Seriously, how many times will those factors be pointed out on surveys like this until they’re fixed? It’s not rocket science — if something disappoints a user the first time they try it, they probably won’t try again. There, it’s out in the open. Operators, content providers, take it to heart. And to reiterate Mike’s point, don’t let a tunnel-vision focus on technology make you blind to customers — something operators in particular should heed.

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