Airtel and Vodafone Lead the Mobile Portals in India; Set Standard for Others

The Strategy Analytics Wireless Media Lab has released a new industry benchmarking repot, “Indian Mobile Portals: Airtel and Vodafone Set the Standard,” which evaluates the usability of leading mobile portals in India and provides key lessons for a superior portal experience to operators and other portal providers.

Participants in the Strategy Analytics study were asked to evaluate the portal homepage layout, locate the latest news headline, purchase a game and search for a ringtone using the mobile portals of leading providers Airtel, Rediff, Reliance, Tata, Vodafone and Yahoo!

According to the report, portal offerings from mobile operators Airtel and Vodafone lead the way in Strategy Analytics’ Mobile Portal Evaluations in India. Airtel Live! and Vodafone Live! had high success rates for all tasks evaluated – portal layout, locating news, downloading a game and searching for ringtones. Non-operator portal Rediff achieved strong ratings for locating news and searching for a ringtone. Participants were confused as to which portal to access using Reliance and Tata – devices from both operators contained both a BREW and Java portal option. Yahoo! was let down by poor discoverability for news services and searching for a ringtone.

The report has been authored by Paul Brown, Senior User Experience Research Analyst at Strategy Analytics.

“Mobile operator portals Airtel Live! and Vodafone Live! lead the way in terms of both success and satisfaction,” - Paul Brown

Kevin Nolan, Vice President of the Strategy Analytics User Experience Practice, added, “The ability to locate the latest news headlines via the portal homepage was a key requirement for many India users; therefore, portal developers in India should be aware of this need.”

To find more about the report, please visit Strategy Analytics.

Source: Strategy Analytics

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