|
Navigation
Information Display
Mobile Video
|
In spring of 2006, ESPN launched a MVNO (Mobile Virtual Network Operator) under Sprint offering heavily branded phones with specialized sports information. In Q2, 2006, we completed interviews with six members of their target audience - heavy sports fans, with experience downloading media onto their mobile phone - to test the new services. We examined:
- Content: Did they include the right sports information?
- Presentation: Was the information easily found & absorbed?
- Navigation: Were users able to go where they wanted to?
- Usability: What hampered the user experience?
ESPN is the vanguard of the second wave of MVNOs targeted not at youth or spendthrifts, but at an upscale, age-independent market desiring specialized content accessible anywhere, from their mobile phone. Such content is first and foremost timely and user-customizable, but also flashy and graphically seductive, and rich in multimedia such as video clips and soundbite ringtones.
The state-of-the-art screen on the ESPN handset allows for new mobile user interface elements and techniques, some of which new users picked up immediately, and others which are not yet quite perfected. Nevertheless, ESPN shows the way to new mobile content distribution. Click the following thumbnails to see larger images. The 36 page report includes the following sections:
- Background and Introduction
- Usability Findings (including illustrations and 14 video clips)
- User Reactions (including first reactions to packaging and handset, information presentation and content selection, and final reactions to the service overall and to pricing)
- Conclusions
- Discussion Guide
This product contains one (1) CD ROM containing the PDF document and the standalone Quicktime player.
Purchase via Fax (PDF Printout)
Purchase online with Credit Card, via PayPal Contact us for more information
|
)
)
)
)
)