Best Practice Report

Best And Worst Of Mobile Phone Out-Of-Box Experience, 2007

April 18th, 2007
With contributors:
Bruce Temkin , Andrew McInnes

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.

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