According to a new study, people are increasingly choosing which phone to buy based on the ability to customise their applications.
The study, conducted by Mformation, reveals that 68% of mobile phone users find it frustrating being locked into the apps that come preinstalled on their smartphone.
It's a situation Apple has recently tried to take advantage of, with the launch of its apps store for the iPhone and iPod touch. A similar, though free, service is expected to be offered on Google's Android platform.
The apps store has already been a runaway hit for Apple, shifting 200 million applications since launch. The survey suggests 67% of mobile phone buyers are willing to pay a premium
for a similar service on their handsets. Indeed, the survey argues that 81% are so attracted by the ability pick and choose their apps that they're willing to switch provider to achieve it.
"Services are very locked down. You get a device and that's what you have until you upgrade," Rob Dalgety, Mformation's marketing director tells PC Pro. "There's a lot of pent-up demand - people would use services more if there was more flexibility in provisioning. If you target services to customers and segment needs, you get more usage."
This is backed up by the findings that nearly 60% of people still do not use their mobiles to pick up emails, despite the fact that 62% say they would if the service was simpler to use.
"As we've seen in many other industries, when consumers have a greater opportunity to specify the make up of the products and services they purchase, they will use those products and services more," says Matthew Bancroft, vice president of Mformation.
The research was undertaken by independent research house Coleman Parkes which asked 4,000 people in the UK and US about their mobile usage and preferences.
