IT’S SURPRISING: and yet, these are the official figures!
This is indeed a figure that comes to mind when we talk about mobile telephony in France because it reveals a lot of information that mobile operators, including telephone operators, are often unaware of.
If we deduce that, by contrast, more than three out of four French people have a smartphone, there are still 25% who do not have a phone capable of using the Internet. In other words, 25% of French people do not do data on their mobile in 2018! When we see that the overwhelming majority of offers today include a minimum volume of data in their price plans, a certain part of the population does not have the use of it because its terminal does not allow it to be used.
In other words, 25% of French people do not do DATA on their mobile in 2018!
This therefore raises several problems in operators’ strategies regarding the offers and services they offer to their customers. In the age of the all-inclusive Internet, a significant proportion of their customers are unable to consume the services offered to them and are de facto excluded from the product reflection within operators. However, the primary uses of telephones, namely voice calls and SMS, are still very common among non-Smartphone users.
A significant proportion of their customers are unable to consume the services offered by operators
The TV management application of a French operator
This is the case, for example, of the TV management application of a French operator, which offers many functionalities adapted only for Smartphone use, such as the channel list, remote control functionality and Replay. However, a customer wishing to know the TV program that does not have a smartphone will not be able to have this information provided only through this channel. Note however the efforts to introduce a Voice Assistant into the application, but the audience for whom this feature is intended
At The Mobile Concept, we propose to study the entire portfolio of operators’ products and translate them into voice usage that allows the operator to include populations affected by the digital divide in its offers. We did this with SFR in particular on the creation of its audio service TV Program to complete its television offer.
If you would like to know more about our approach, do not hesitate to contact us via chat or via the form.
Sources: Digital Barometer 2018 on https://www.arcep.fr/ downloadable here
