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Idle screen software raises ARPUOrange claims that its handset software customisation really does work. It says customising the handset's screen increases data usage; raises ARPU and decreases customer 'churn'. This information was imparted by Matthias Hilpert who is vp for device strategy within the Orange Group. What Hilpert kept confidential is exactly how big some of the increases actually are. Hilpert was speaking at the launch of version 2.5 of the Orange 'idle screen' – an interface created for the company by Abaxia. The first handset featuring this new software is the Nokia N95. Sadly it didn't make it onto the N95 in Mobile Insight's grubby mitts and you can't upgrade to it as an existing user. Which is a shame really because one of the new features is a search facility to enable users to find data stored on the handset. The customised idle screen is a feature of all Orange's 'Signature' range of handsets and in 2006, almost half (70 out of 150) of all handset offered by Orange were Signature phones. Given the results derived from analysis of subscribers' usage, Orange intends to raise the number of Signature devices to around 80 per cent of all handsets it offers. If you're wondering why 100 per cent of all handsets aren't going to be Signature then the answer is simple. It takes time to properly customise (and test) each model. The document specifying what needs to be done is some 250 pages long. So it's just not worth it with every phone – especially entry level ones. Orange reached its conclusions over the benefits of customisation in two ways. Not only did it compare the habits of subscribers with Signature phones with those with ordinary phones, it also watched what happened if a Signature user went over to a regular handset. Predictably, data usage and ARPU went down again. Just to doublecheck, Orange looked at data culled from its Orange Downloads service. You've guessed it. More content is downloaded by Signature subscribers than ordinary subscribers. Hilpert revealed that it is an almost doubling of revenue from content downloads. The most controversial comment made by Hilpert concerned the prospect of adding 'widgets' to mobile phones. Hilpert argued that the concept basically doesn't translate onto the handset's screen. Although it depends on exactly how you define a widget. He pointed out that the fact that the icons on the side bar with version 2.5 can be moved by the consumer provides them with widget-like functionality. With such impressive results, you can expect other operators to come knocking on Abaxia's door for its idle screen expertise.The full Inquirer story ... Orange reckons customisation really works |
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