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Applications & Experience Sell Smartphones

Results obtained from a recent IDC survey of more than 4,000 mobile phone and smartphone subscribers from five countries suggests that interest in emerging applications will drive future smartphone sales.

The survey results show that interest in WiFi access and location-based services are highest in the U.S. and U.K., while storage capacity, music quality, and photo quality are the highest in Germany, India, and China.

"The mobile device today is increasingly becoming a multi-talented productivity and entertainment tool, and next-generation networks, services, and device technologies will only amplify that perception," said Randy Giusto, group vice president for IDC's Mobility, Computing and Consumer Markets research.

Besides a focus on applications, the study also observed that monthly average revenue per user (ARPU) rose everywhere except Germany as survey respondents switched from traditional mobile phones to smartphones. IDC concludes from study results that smartphone subscribers are also generally more satisfied with their devices than other mobile phone subscribers -- which leads to heavier use and greater spending, thereby impacting ARPU.

IDC also believes that 'customer experiences' and satisfaction levels related to operating systems (OS) are emerging as a competitive differentiator and ARPU driver over mobile phones, especially as a wider segment of both business and consumer subscribers are adopting smartphones.

The IDC special report explores which key mobile device features, operating systems, and applications influence ARPU, and compare and contrast them among users in five countries -- the U.S., U.K., Germany, India, and China. Data is segmented by mobile phone and smartphone respondents, as well as by smartphone OS, and mobile operator, for each country market surveyed.

The comprehensive study report outlines the summarized results of each country, comparing and contrasting results by country, and exploring the role device features, operating systems, mobile device brands, and mobile operators play across these markets.

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