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[March 30, 2006]

'A Better UI is Needed to Drive New Mass-Market Services,' Says Latest visiongain Report

SAN FRANCISCO & LONDON --(Business Wire)-- March 30, 2006 -- With mobile phones becoming increasingly complex and crammed with features, the mobile industry still lacks a standard user interface (UI) that can drive the mass-market appeal of new services. This is one of the finding's of visiongain's latest report, "The User Interface Report 2006-2001: Enabling a compelling user experience."


Visiongain estimates that a robust and customisable UI is one of the key elements that will drive worldwide data ARPU from $5 in 2005 to $22 by 2011, helping operators attract users towards advanced services such as video messaging and instant messaging presence services (IMPS).

The UI market is in a growth phase. The UI is becoming a critical element in network operators' strategy as they move subscribers to 3G networks. This has resulted in increased demand for an intuitive UI, which also enables operators to capitalise on branding and personalisation opportunities and reduce revenue leakage. Companies such as Nokia, Symbian, Qualcomm, Macromedia and Openwave are all working to develop innovative UI solutions.

Many vendors will include their proprietary OS in low end/mid range handsets and will embed platforms such as Java, BREW, i-mode or Flash Macromedia on top to provide operators flexibility for UI customisation.

"The wireless industry must offer compelling UI propositions to subscribers so that the latent demand of data services can be converted into full demand. Our research suggests that the user experience with data services can be enhanced through an intuitive UI," says visiongain telecoms analyst and the report's lead author, Prachi Nema. "However, due to fragmentation, the existence of several technologies, platforms and devices, delivering a consistent and intuitive UI to subscribers has become a challenging task for network operators."

"Ideally, the UI should attract subscribers to use applications by following simple steps, without having to read manuals or go through training. We believe that the UI must be coherent, ie, logical, consistent, and one that can be easily followed," adds Nema.

"We also believe the problem of revenue leakage is avoidable through customised and enhanced UI platforms that can be ported across the entire device portfolio. However, the user experience is not just derived through network capabilities or handset design, its software or its hardware alone, but through the holistic experience delivered by all components of the handset and the network itself," concludes Nema.

This report provides a detailed analysis of the key trends and obstacles shaping the UI landscape, including forecasts until 2011. It assesses key players in the UI value chain, discusses UI technology and its strategic importance, and highlights efforts and standards designed to reduce fragmentation in UI development.

Notes for Editors

If you are interested in a more detailed overview of this report, including the Executive Summary, charts and images, please send an email to sara.peerun@visiongain.com or phone Sara on +44 (0) 20 8767 6711.

About visiongain

Visiongain is one of the fastest growing and most innovative independent media companies in Europe. Based in London, UK, visiongain produces a host of business-2-business conferences, newsletters, management reports and e-zines focusing on the Telecoms, Pharmaceutical and Defence sectors. Visiongain has a global client base with offices in London and San Francisco.

Visiongain publishes reports produced by its in-house analysts, who are qualified experts in their field. Visiongain has firmly established itself as the first port-of-call for the business professional, who needs independent, high quality, original material to rely and depend on.

For more information on visiongain, please visit the website: www.visiongainintelligence.com

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