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BLOG: Mobile retailers wasting millions a year

Dave Golding | Oct. 8, 2013
Money wasted on unnecessary mobile phone fault diagnostics and repair

As many consumers make the switch to the latest devices this year, the pressure on mobile operators and retailers is only going to increase. Whilst around 30 percent of mobile phone faults are a result of expectation or misuse problems, a further 60 percent are caused by software or application issues - all of which can be fixed without the need to send the device away.

With the growing number and complexity of 'smarter' devices, it is imperative that mobile operators realise that traditional approaches to diagnostics and repair are no longer adequate in coping with the rising number of reported faults and consumers' dependence on such devices. In a time where revenue is falling and monetisation opportunities are decreasing, mobile operators and their retail counterparts cannot afford to waste money.

Technology is now available to provide in-store and remote diagnostics and repair and it is time for mobile operators to start using this to their advantage. Such devices enable operators to identify and fix a host of problems - from the basic user error, to the more serious mobile malware and malicious applications - all from the comfort of an in-store PC.

Not only can this save operators valuable amounts of money, but it can improve customer service and reduce churn, by removing the need for consumers to sacrifice their device and providing a key differentiator in an increasingly competitive marketplace. Many operators are now taking proactive steps to implement such technology and those who fail to do so may just find themselves losing customers to competitors that do.

Dave Golding is General Manager of Cellebrite APAC PTE Ltd. 


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