For Customer Experience Professionals

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	November 30, 2009 Best And Worst Of UK Brand Building Web Sites, 2009: Mobile Operators Forrester Applies Its Web Site Brand Review Methodology To The Sites Of Four Top UK Mobile Operators by Jonathan Browne with Ron Rogowski, Angela Beckers

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Executive Summary

How good is the overall brand experience offered by leading mobile operators' Web sites in the UK in 2009? To find out, we graded the sites of four top UK mobile operator sites using Forrester's Web Site Brand Review methodology. Our tests measure how well sites cater to user needs (Brand Action) and how well they infuse their Brand Image into the Web experience. Two of the four mobile operator sites we reviewed passed the Brand Image Review, but none passed our Brand Action Review. To meet their customers' needs, mobile operators should help users find the right phone and plan to suit their needs, use legible text, and incorporate helpful images that support their brands.

TABLE OF CONTENTS

• Mobile Operators Struggle To Provide Good Brand Experiences

RECOMMENDATIONS

• Mobile Operators Must Improve Usability
• Supplemental Material
• Related Research Documents

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