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“As more services are added to mobile phones-particularly MP3 downloading or streaming video-we should continue to see the wireless handset price point rise,” said Parsons. “For example, the incidence of sending or messaging video and picture content has increased 50 percent between 2005 and 2006. However, as mobile phones become more complicated, satisfaction can increase if it becomes easier for customers to learn how to operate specific product and service offerings. This can also promote future purchases of value-added products and accessories.”

Mobile phone satisfaction study - Usage patterns
? The average replacement cycle for a typical handset is 16.6 months-a notable decrease from 18 months in 2005.
? Handset features that are used most frequently include: the speakerphone (32%); camera capabilities (27%); services to send/receive short messages (25%); and gaming (16%).
? More than one-half of all current wireless users compared other handset brands before selecting their current wireless phone. Those customers who compare phones during the selection process are more likely to be satisfied overall with their current handset than those who do not.

Overall Wireless Mobile Phone Rankings
Based on a 1,000-point scale
? Sony Ericsson 745
? LG 735
? Sanyo 733
? Motorola 732
? Industry Average 726
? Samsung 725
? Nokia 713
? Kyocera 711
? UTStarcom (Audiovox) 707

About J.D. Power
Headquartered in Westlake Village, Calif., J.D. Power and Associates is an ISO 9001-registered global marketing information services firm operating in key business sectors including market research, forecasting, consulting, training and customer satisfaction. The firm’s quality and satisfaction measurements are based on responses from millions of consumers annually. J.D. Power and Associates is a business unit of The McGraw-Hill Companies.

About The McGraw-Hill Companies
Founded in 1888, The McGraw-Hill Companies is a leading global information services provider meeting worldwide needs in the financial services, education and business information markets through leading brands such as Standard & Poor’s, McGraw-Hill Education, BusinessWeek and J.D. Power and Associates. The Corporation has more than 290 offices in 38 countries. Sales in 2005 were $6.0 billion.

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