Winning Mobile Applications

Mobile phone users want content and services that are customisable, timely and time-sensitive, location relevant and simple.

A Frontend study of mobile phone users highlights four key user requirements for Mobile applications. Users want content and services that are:

Customisable

Mobile users want to control and specify what information they want, and when they wish to receive it. In much the same way as some websites currently enable users to 'personalise' content, there is strong user demand for similar functionality on their mobile phone. Users were also keen on the ability to store personal information (such as credit card numbers), that could render purchasing as simple, quick and easy as possible.

A typical scenario may involve automatic notification of ticket availability targeted specifically at the user, followed by a simple purchase using previously stored details. Ideally users wish to personalise on one device (phone, PC, etc) and then gain the benefits of this process regardless of how they access a service.

Timely and Time-Sensitive

Not only do users want information to be updated on a regular basis, they are also interested in the possibility of the various types of information available being prioritised according to time and date. Football results, for example, are far more likely to be a common task on Saturday afternoon than Friday morning. The challenge is to design flexible navigation structures that can implement this functionality without compromising interface consistency.

Users are clear that mobile services must reflect typical usage patterns (ie use on the move, when out on business, in crowded venues, etc) and supply 'dense' information such as news headlines, stock updates, online auction updates and travel updates.This contrasts with items such as research papers or feature articles which require long periods of concentration and which may be unsuitable for small screen reading.

Location Relevant

As mobile phones are used on the move, users want information to be presented to them in a way that is sensitive to current location. This is particularly beneficial when looking for local attractions, businesses or restaurants, or maps and directions.

Simple

Lastly, our research indicates that at present users will only use their phone to perform fast and simple transactions such as checking their bank balance or paying a bill. Complex and time-consuming transactions, such as ordering a computer, will be performed on desktop computers (or indeed in traditional retail outlets) which provide a less constrained environment.

Our research indicates that user-friendly mobile services include:

• Breaking News
• Sports Results
• Yellow Pages
• Entertainments information e.g. cinema guide, restaurant guide, events guide, festival guide
• Traffic Reports and Travel Updates
• Navigational Aids, such as maps and directions
• Stock Trading
• Weather Reports
• Travel arrangement, such as calling a Taxi
• Bill payment
• Bank Balance
• Ticket Purchase
• Email
• Email Notification