Are the websites of key mobile operators performing online?

By David Bomphrey

Mobile phones are an essential part of everyday life. They are as important to many people as a warm house and fuel to cook with. This makes them effectively a utility purchase for most people. In tough times people cut back on discretionary spending, but as a result of the importance many people put on their mobile phone for keeping safe, in touch and socialising, it is unlikely that they will cancel their mobile phone completely. Instead some may decide to drop the “second” mobile phone, reduce what is included in the packages they take and of course look for better deals or, importantly, value added services elsewhere.

For mobile operators this poses a challenge as their business models include a significant proportion of people taking value added services, especially 3G and data tariffs to add up. Of course the other way for businesses to balance the books is to reduce cost; in this instance the cost of servicing existing customers. Both these approaches rely in significant proportion on good web channel performance, so in March Foviance asked if the websites of key mobile operators are performing for the businesses involved and ultimately the consumer though an optimised online user experience?

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