A recent comment by one of our coworkers at Compare Village led me to again question the technology behind Cellular Phones and just how much value it imparts to the consumer.I have done this in the past in a couple of tongue-in-cheek articles that introduced The Old Farts, titled “Dear Mr. Nokia” and again in “Old Farts Tackle Cellular Pricing”.
This time I took a more pragmatic approach and put together a small survey that of course is anything but scientific but none the less quite revealing.In it I asked about the features commonly provided on today’s cellular phones, then asked whether the consumer actually used them, then finally, whether they felt they were getting value for their money.
Of no surprise was the fact that many older people often didn’t use a cellular phone at all, or if they had in the past, quit using them.The commonly held comment was that they really didn’t see a need for that kind of communication.Of those who did maintain cellular service, without exception, they only wanted to use them as phones and for no other purpose.At that, most stated it was primarily for emergency use.In this they stated that this included contact with family as well as emergency services.Additionally, they found the phones had far too many features they absolutely didn’t want or need, and the other complaint was that the manuals were either inadequate and required a computer download to get the full manual, or the manual was too complicated to understand.One gentleman commented “One-hundred pages to tell me how to use my phone? Crazy!” In this they found the terminology confusing and often the instructions complicated.The other complaint was that the print was far too difficult to read because of its small typeface.
Another lady who was having difficulty went to her provider’s kiosk and asked for help.The young man gave her all of two minutes instruction by doing it for her, then left her to her own devices.She cancelled her service shortly thereafter because the phone was simply too complicated for her.All she wanted was to find out how to fill her address book then call a number.She got the “bum’s rush” and it cost the provider a customer.
Among the Boomers, the opinions varied but not surprisingly, they followed the general lines of employment.Those who used cellular services as a communication need for employment often sought out phones with computer interface capability.In this, the need for data transfer seemed to be highest on the list of priorities followed by text messaging.Interestingly, email was not considered a priority.The text message need was seen as an alternative to long distance charges, however, some noted that the plans held by their employers carried free roaming and limited free long distance.The need for entertainment features was pretty much ruled out as anything but a gimmick for the “kids”.These people were generally well versed in the technology and found adapting to new phones an aggravation but with a relatively short learning curve.
In this group was also non business user.Here the utilized features of the phones and services varied wildly.
The younger groups (Gen X and under) often sought out as many features as they could get on their phones but also many did not use them.They wanted games, but didn’t play them.Streaming video and audio was considered too expensive and unnecessary despite the fact that the phones had the capability.Most of this group considered text messaging to be the most important feature their phones held, followed by its dual purpose as an MP3 player.
The last question asked in this straw poll was “Do you get value from your wireless provider for the fees you pay?”Without exception, every person replied they did not.They felt they were severely overcharged.However on the other side of the coin, most thought their phones had just enough features despite the lack of use.
One respondent to all of this stated she had to have the latest of phones at all times yet the features she used were minimal.She even went on to say she wanted more features on her phone.Status symbol?You bet, her age?Early twenty-something.
It is no surprise that the phone manufacturers and telecoms are marketing to two distinct groups, the youth market and the business market.It seems that the rest of the consumer population was relegated to buying more than they needed or wanted.Of course again, everyone felt they were overcharged for both services and phone prices.As one lady stated, “I can almost buy a computer for what my phone cost me.”
Typically, Canadians are victims of marketing, ignoring actual need.The telecoms are relying on that as the basis for their marketing.It is a formula that has been proven successful.The movie Field of Dreams stated “If you build it, they will come.”The cellular manufacturers believe if they build it, the youth market will buy it no matter what.
It seems to be quite a comment on our culture when one’s status within a group is defined by their cellular phone.Just walk through a mall on a weekend and take note of the youth comparing their wireless devices.The case is quickly made.
The end result of this seems to be something the government needs to take note of.Splitting the service and marketing of the telecoms into separate entities would provide the consumer with more competition.The wireless monopolies, in the opinion of the consumer are gouging them.Perhaps the telecoms could get smart and lower prices so that more features could be subscribed by the consumer.
That approach would make sense, but alas, sometimes business just doesn’t make sense.Perhaps they are waiting for government to intervene with regulation.To this consumer, the company that is proactive toward positive consumer relations would be the first to see the most benefit.The question is, “Are they reading this?”