Enrichment, Personal Gratification and Exclusiveness
Buongiorno’s latest research into worldwide perception and attitudes toward mobile services shows that people are looking for enrichment, personal gratification and exclusiveness. Surprisingly, people also seem to be happier… "
"1 mobile user out of 2 considers themselves satisfied with the services they bought previously, judging them to be more alluring, fashionable and closer to personal tastes than in years past"
The press release is well worth a read and highlights differences in the way users acquire content in the US and Europe.
This research demonstrates how personalisation is important to users. Personalisation is also important to service providers and network operators because if done well (i.e. deeper than graphics and ringtones), it can help tie users to services and reduce churn. I wrote about this in a previous post.