Strategy Analytics: Too Much Advertising Hampers Swedish Portals

2008-05-20 23:38:44 -

www.strategyanalytics.net/Default.aspx - Strategy Analytics, Inc European Contact: Paul Brown, +44(0) 1908 423 612 pbrown@strategyanalytics.com or US Contact: David Kerr, +1 262-271-8974 dkerr@strategyanalytics.com The recently released Strategy Analytics Wireless Media Lab end user research, "Swedish Mobile Portals: Promotional Clutter Hampers Portal Navigation," evaluates the portal experience of leading Swedish network operator providers.

Although Tre, having achieved a 4-star rating, leads

the overall Swedish portal experience, Telenor, Tele2 and Telia also achieved 3.5-star ratings. Telia was let down by poor portal discoverability, while all portals received low ratings for their full-track music download services.

"On all portals participants were critical of the numerous advertisements and promotional material," commented Paul Brown, Senior User Experience Analyst at Strategy Analytics. "Large banner ads made navigation difficult, which led to unnecessary scrolling in order to access desired content."

David Kerr, Vice President of the Strategy Analytics Global Wireless Practice, added, "Optimizing content accessibility from the portal homepage still represents a challenge to operators. Games are buried in the 'fun' menu on the Telenor portal, while users have to navigate two menus just to get to the music stores of Telia, Tele 2 and Telenor."

About Strategy Analytics

Strategy Analytics, Inc focuses on market opportunities and disruptive forces in the areas of Automotive Electronics and Entertainment, Broadband Connected Home, Mobile & Wireless Intelligent Systems Implementation Strategies and High Frequency Market intelligence. Headquartered in Boston, MA, with offices in the UK, France, Germany, Japan, S. Korea and China, Strategy Analytics works with clients through annual multi-client services, management team workshops and custom consulting engagements. For more information, please visit www.strategyanalytics.com

Tre Leads Overall Portal Experience