Telstra has revealed that its unique user interface, TelstraOne, not only allowed more users to get online, but also resulted to increased content and data revenues.
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Ross Fielding, Executive Director Telstra Product Management, said a unique user interface (UI) like the TelstraOne Experience was making the mobile easier to personalise, in the process increasing web and content use.
“We looked at figures aggregated by handset type over the three months to September 30. We found that customers with the TelstraOne UI were 60 percent more likely to use their phone on a weekly basis to access the mobile web compared to Telstra’s regular 3G mobile customers,” says Fielding.
“Having to type a full web address on a mobile can be a barrier to connecting to the net. And our data indicates consumers are much more likely to head online when they can easily set up and personalise links to their favourite sites,” added Fielding.
Telstra also looked at how consumers accessed the mobile web on two identical handsets – one with TelstraOne Experience installed and one without. The figures show mobile data use by volume was almost 7 percent higher on TelstraOne UI devices while use of Sensis search was more than 8 times higher.
The company is also benefitting from increased content and data revenues. “Data and content revenue on TelstraOne Experience handsets is more than 11 percent higher than on the identical handset model we compared,” Mr Fielding said.
The volume of data carried on Telstra’s Next G network – including to and from mobile handsets and mobile broadband devices – is currently doubling every 8 months.