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Managing the mobile user experience means measuring it

QAim’s mission is to develop and deliver a new generation of tools for companies that develop or produce mobile services, to help them deliver genuinely user-focused, easy-to-use, and profitable mobile content. Its CEM4Mobile package is a good example of what the company’s ideas are all about.

How end-users experience mobile content is critical to whether they will go on using a service and contributing to a provider’s bottom line. Statistics indicate that as many as 90% of people who try a mobile service today never go beyond guest level and only around 2% become active users. As figures for mobile content services in Europe, a market estimated to be valued at over €8 billion, point to only about 35% of end-users being satisfied, a lot obviously needs to be done.

QAim’s offering is built around services and solutions for helping address this major challenge, including its recently launched customer experience management (CEM) tool, CEM4Mobile. Provided as a software service (SaaS), this is designed to enable service providers to collect and analyse data on the interaction between end-users and services in real time, and help them build stronger customer relationships and better enduser loyalty.

Initially rolled out in Finland in 2008, CEM- 4Mobile has since been launched in a number of other European markets – to a very positive reception.

Understanding what customers are thinking

Not everyone is smiling, unfortunately, when it comes to mobile content. Measuring and improving customer experience is critically important for all mobile services based on a revenue model that depends on large numbers of users and ease of use. See www.cem4mobile.com for details on how QAim’s software profiles user behaviour, determines handset capabilities, detects user environments, and collects business-critical information.

CEM4Mobile offers sophisticated trend analysis tools for measuring customer satisfaction and identifying problems associated with the user experience by covering the entire delivery chain, from a provider’s content portal to the user’s handset. The software is extremely easy for customers to use, and understands and manages interactions and associated events within the technical limitations of handsets, the services used by end-users, the user environment, and the opinions of end-users.

CEM4Mobile collects all the key data related to a content service and its users, analyses it, and reports it in easy-to-read trend format. The CEM- 4Mobile service maintains detailed information on more than 5,000 handsets from some 120 handset brands and provides access to trends, Key Performance Indicators, and the results from the services that are being tracked.

Although a young company, QAim is one of the first providers in the business to focus purely on managing the user experience of mobile content services and analysing customer satisfaction. Other companies have tended to concentrate on mobile operators’ overall business and networks rather than content portals. This gives QAim a clear competitive advantage, as the kind of customers it is aiming to service – mobile content aggregators, mobile operators, and media houses – often operate over tens or hundreds of mobile networks, making network analysis of little or no use.

> Harri Tammi
(Published in HighTech Finland 2010)