For Customer Experience Professionals

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	April 18, 2007 (updated June 20, 2007) Best And Worst Of Mobile Phone Out-Of-Box Experience, 2007 by Vidya L. Drego with Bruce D. Temkin, Andrew McInnes	Average: 9  (9 ratings)

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Executive Summary

We examined the out-of-box experience of the Motorola RAZR V3 across four different US carriers: AT&T, Sprint, T-Mobile, and Verizon Wireless. Our evaluation began at the point where the customer receives the product and continued on to include setup and basic use of the phones. The overall scores for the carriers ranged from poor to mediocre — hindered by a number of problems like Sprint's poor packing slip, Verizon Wireless' confusing documentation set, and confusing user interfaces on the phones. But it wasn't all bad. Some good experience that we found: AT&T's clear documentation, T-Mobile's preconfigured phone, and Sprint's innovative introduction to SMS. Companies wanting to improve their out-of-box experience need to evaluate and design the entire experience from the viewpoint of the target users.

TABLE OF CONTENTS

• Assessing The Out-Of-Box Experience For Cell Phones
• The Out-Of-Box Experience For Mobile Phones And Service
• Some Best Practices Emerge

RECOMMENDATIONS

• Communicate Value Throughout The Out-Of-Box Process
• Related Research Documents

This is an excerpt

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