At the conclusion of the conference, I chose three words to encapsulate the
discussions which had emerged from two days of debate and insight.


Enhancing the user experience starts with understanding customers as individuals. A
first step in this direction is improved segmentation, but this is only part of the story:
the ultimate goal is to provide users with a mobile service they feel has been designed
for them as an individual.

A significant part of this process is recognising that the mobile industry will never be
able to provide ‘off-the-shelf’ solutions which meet the needs of all its customers, all
of the time. Instead it must allow users to take greater control of their own experience
through customisation and personalisation.


Understanding users is complicated by their constantly changing context. Context is
defined by myriad factors: location, time constraints, financial needs, external
distractions, brand affinities and ‘mission’ (e.g. work assignment, socialising,
travelling etc…)

Handsets, software interfaces and services must evolve from an application-centric
model to a task-based approach. User’s think in tasks rather than technology silos and
the structure of the mobile industry’s offerings must reflect this.


In a market this competitive, being good at technology simply isn’t enough.
Companies must provide an exceptional experience to succeed.

As the scope of mobile telecoms expands to incorporate the functions of many other
industries – from consumer electronics to payment cards – it must prove mobility can
add something unique and will find itself measured against a whole new set of
benchmarks from outside the traditional field of competitors.

PMN will also publish a full report after the event, including the presentations from the conference. It is priced at GBP 395 + VAT. If you’d like to register to receive a copy, please send an email to subs@pmn.co.uk and we’ll be in touch as soon as it’s ready for purchase.

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