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Building the best consumer mobile content experience – get the basics right!

With the glitter and glam of this year’s CES, and the hurly-burly of Mobile World Congress, fading in the rear view mirror it’s time to get down to the practical business of making next generation mobile services a reality. 2010 is shaping up to truly be the year of the application store with a massive influx of newly energized “retailers”, be they OEM or operator, chipset vendor or content owner. Question is what does it take to build the best consumer experience?

The Qualcomm Internet Services team asked this question of 1,022 consumers across France, Germany, Italy, Spain and the UK in a survey conducted by TNS Research in December 2009. Using a Max-Diff methodology to derive relative importance, users were asked to evaluate twenty-four attributes relating to the application purchasing experience in terms of their importance. One message came back loud and clear – get the basics right!

Here’s a rundown of the top ten things we heard from consumers:

#10

Let my content and applications returns be easy

#9

Assure me that my content and applications will download quickly

#8

Give me a way to re-download applications that I have previously purchased on this or another device

#7

I want more ways to find content, using features like search and ratings

#6

Make sure that the content and applications I am looking at are actually compatible with my device

#5

Free applications are important; make sure there’s a good mix of free, paid and freemium

#4

Give me a reliable download experience

#3

I want a fair price and good value for money

#2

Reassure me that you are trustworthy and that your shopping environment is secure

#1

Make sure my bill is accurate, clear and has no hidden fees!

It’s simple when you think about it – consumers want a fair deal and a painless shopping experience. This is relatively easy to do within a vertically integrated paradigm. However, the challenge comes in consistently executing this experience across multiple platforms, devices, content types and geographies and it is here that the real market leaders will be determined in 2010.

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