Recently, Strategy Analytics Wireless Media Lab evaluated the mobile portal experience of leading U.S. carriers (T-Mobile was not on the list?) and concluded that Sprint has the best in class US operator portal, marginally ahead of Verizon Wireless. Still, carriers have much to learn, as users still have a hard time browsing around the carriers’ portal sites.
Key findings:
- Sprint was rated the best portal experience for access and download content, shortest time taken and highest user satisfaction — 65% of the mobile panel users chose Sprint as the preferred portal model.
- Verizon Wireless is the Strategy Analytics US Portal Click Index leader with users completing the specified tasks (access portal, buy a game, buy a music track, access mobile TV/video) with fewest clicks.
- AT&T Cingular scored lowest on portal discoverability
- Helio performed well on portal discovery but was rated poorly for User Interface.
- Clicks required to buy music ranged from a best of 18 to a staggering 39 for the category laggard.
- The best in class mobile portal required 17 clicks to buy a game.
Full release is available from here.