MobileAware Survey of 1000+ Mobile Phone Subscribers Finds Operators Could Grow Mobile Self-Care Usage by 10x if They Provided a Better Experience

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Concerns over quality, lack of features may be inhibiting consumer adoption of mobile self-care apps

More and more companies are turning to mobile self-care to improve customer service and reduce their costs – but it appears consumers aren’t yet flocking to it. MobileAware (, which delivers extraordinary customer outcomes through mobile, announced today the results of an exclusive survey it conducted among mobile phone subscribers about their customer service preferences, and experience, if any, with their respective operator’s mobile self-care offering. Responses from more than 1000 consumers across the US, UK and France indicate that awareness of mobile-self care options is lacking, and that there is tremendous opportunity for operators to move subscribers from more expensive channels to mobile self-care if they provide a better experience.

Among the survey findings:

  •     Nearly half of respondents (46 percent) aren’t sure if their operator offers mobile self-care (the reality is that 90 percent of respondents utilize an operator that offers mobile self-care).
  •     Of those who are aware of their operator’s mobile self-care option, fewer than 1 in 5 use it on a regular basis. 1 in 3 have never tried it.
  •     3 out of 4 mobile subscribers prefer to phone their operator’s Call Center or visit their operator’s website for customer service. Only 2 percent of respondents cited mobile self-care as their first choice today for resolving customer service issues, likely because mobile self-care options lack the features they need most.
  •     However, 23 percent of respondents said mobile self-care sites would be their preferred channel if they provided an equally good experience as web sites, call centers and other customer service options.
  •     37 percent of respondents said they would be less likely to call the call center if their operator offered a reliable, full-featured mobile self-service app.

“Two major themes jumped out at us as we analyzed the data,” said Armin Gebauer, CEO of MobileAware. “The first is that MNOs need to be doing much more to educate subscribers about the existence of their mobile self-care apps in order to foster adoption. The second is that MNOs can substantially reduce calls into their call centers if they provide a better experience via mobile self-care. They need to understand that simply transferring an online presence to the mobile device isn’t compelling enough to entice customers. Instead, operators must leverage the best that mobile brings to deliver a different and better experience.”

An executive summary of the survey results is available for download at

MobileAware also published today a companion white paper for MNOs titled, “Mobile Network Operators: 5 Keys to Ensuring Mobile Self-Care Success,” covering factors such as how to motivate subscribers to use mobile self-care, and suggesting several easy-to-implement features such as credit card scanning that provide a wow factor for users. The white paper is available at

About MobileAware
MobileAware helps mobile network operators deliver extraordinary customer outcomes in order to drive incremental revenue, improve retention and reduce total cost to serve. The company’s innovative technology enables operators to rapidly build and launch a mobile support and sales presence that is tightly integrated with their existing systems and accessible from any device. This enables users to, for instance, change their plan, upgrade their device, resolve technical problems and explore new services without assistance. MobileAware has helped many of the world’s largest operators - including Orange, T-Mobile, TELUS and Vodafone - provide customer journeys that outperform the ordinary experience.

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Shelby Geyer

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