DESPITE THE HYPE around features like touch screens and Internet access, what consumers really want are for handset vendors to just make a better phone, market research firm In-Stat says.
In a recent survey, over 1,300 U.S.-based respondents were asked the open ended question, “What features are desired on your next phone?” The top three responses were better connectivity, better audio and simplicity.
“In many cases vendors have been so focused on making complex camera phones, music phones or mobile Internet devices, they have lost sight of the fact that phone functionality is mediocre at best,” said In-Stat analyst Frank Dickson, in the press release. “How often have we seen someone with a finger in one ear and a cell phone pressed to the other ear, desperately trying to hear a conversation? Our survey responses suggest that there is an opportunity for vendors to develop phones with great audio quality, robust connectivity and antenna features that are simply easy to use.”
In the research Future Cellphones: Leveraging Building Blocks for Better Experiences, In-Stat says a limited competitive advantage can be created in the short term by bringing to market new hardware features and form factors. Real advantages, however, will be created through the integration and improved performance of existing features. While better displays, audio, HD video, and connectivity will command premiums in the market, rugged phones will also become more popular.
Recent research by In-Stat also found the following:
– Video conferencing on cellular handsets is a feature that has yet to find significant adoption, but early adopters are 30–39 year olds with high incomes.
– Survey respondents expressed interest in more mainstream form factors rather than new “exotic” futuristic form factors. Of the futuristic form factors, dual-screen received the most interest followed by e-paper and roll out displays.
– Larger screens with touch sensitivity are already gaining momentum and will continue to gain popularity. Customization of home screens will improve usability with personalization quickly becoming a ‘must have’.
– Perhaps the most compelling advancement in user interfaces will be the integration of Pico projectors into phones, which will help to overcome the constraint of small screens inherent in mobile devices. The strongest interest Pico projectors was shown in the 25-34 year age segment.
– Media features continue to penetrate the market, and the rise of social networking has helped drive demand for integrated cameras.
– Survey respondents said that digital cameras, speaker phones and GPS were the top features on their “ideal phone”.
