3. Apple
Google
Everyone else
Apples are not the only fruit
4. Apple
Google
Everyone else
Apples are not the only fruit
5. To reach 70% of UK mobile owners...
You need to be available on 375 different devices,
70 different families from 8 manufacturers.
The best family delivers 4.15%, the worst 0.33%
All iPhones together deliver 3.63%
Just the 10 most popular devices deliver 28.11%
Apples are not the only fruit
6. Customers pay up-front or later.
Tariffs are extremely confusing.
“Bill shock” is a recognised phenomenon.
Mobile billing has a poor reputation.
Tariffs and billing
14. “I think there
“You should
should be a mute
put instructions
button, that could
and that on there
get annoying...”
before you can
play it”
“Are there
any three player
games?”
Channel 4: user testing