Acision claims mobile operators are their own worst enemies when it comes to roaming

Messaging company Acision released some research figures today. The EU roaming legislation enforced today has brought roaming costs into the spotlight. A market snap-shot taken over the course of one day showed how much UK mobile owners hate roaming. Acision claims that if mobile operators were more flexible when it came to roaming, they would make tons more revenue.

What does the research show?

Market researcher Toluna surveyed  2,000 UK mobile phone users aged 16 and above:

• Currently only 12% use their mobile abroad as much as they do at home.
• 62% admit to not knowing how much it costs to use their phone abroad.
• Only 10% feel they are being charged a fair price.

Now, Acision didn’t just do this survey out of a natural sense of kindness. Naturally, it claims has a solution to the problem. And in fairness, the Acision Flexible Charger actually looks pretty good. Its designed from the point-of-view that operators are extremely unlikely to actually introduce decent roaming rates any time soon. That being the case, the Flexible Charger allows operators to provide real-time billing transparency for their customers. Consumers could specify pre-set limits to how much they could spend abroad - or buy separate voice, text and data bundles specifically for roaming charges.

Acision released a few more stats to support their product:

• 42% said they would use their mobile more if they could set a limit on their spending when using their mobile phone abroad.
• 67% said they would buy a bundle for use abroad if operators offered more specific roaming bundles.
• 30% would buy a bundle to talk and text with fellow travellers.
• 11% would buy a data package to access the internet.
• 35% would send their holiday snaps via their mobile to friends and family if roaming were cheaper.
• 22% said they would visit social networking sites, 18% would watch TV and 11% would download TV programmes or movies.

From the release:

Mike Beech, VP, Product Management, Acision: “The EU roaming legislation announced today is a step in the right direction, but for a growing percentage of consumers, this isn’t going far enough, as they want to access data services such as mobile internet and social networking applications just like they do at home, and this remains costly. Our research reveals that consumers would be put at ease and would actually use their mobile phone more when abroad if they were able to view their real-time spending. With the next round of legislation insisting just this, operators need to make sure they are prepared to meet the new requirements and provide consumers with the services they want. Acision Flexible Charger is a real-time payment solution for operators enabling them to meet the current and future EU roaming legislation with its credit limiting functionality. It also enables operators to combat ‘bill shock’ providing consumers with the billing transparency they desire to give them the confidence and flexibility to use their phone abroad. Acision Flexible Charger also allows operators the opportunity to increase ARPU as well as customer loyalty by enabling them to differentiate and personalise their offering.”

What we think?

It seems I’m writing a lot about roaming these days, but it’s a genuinely important topic - and if nothing else it highlights the attitude of operators towards their customers. The general impression you get is that the networks will bleed their consumers for every last penny they can, and kick and fight against any progression. The Acision Flexible Charger looks good, but it’s not the thing that interests me most about the release. The fact is that people want to use their mobiles abroad. What’s more, the services are there to be used. What’s holding them back? Ludicrous roaming rates. Yes things are better now, but only because the EU enforced the matter. And they’re still not great.