14 February 2007

Forum to Advance the Mobile Experience (FAME)

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FAME
Manufacturers have become so enamored of cool features — including cameras, recording devices and video-streaming capabilities — that they have lost sight of the fact that many consumers just want good voice reception, according to a survey by the Forum to Advance the Mobile Experience (FAME), reported on in USA Today.

“Function fatigue” was the No. 1 complaint of mobile phone users, according to the survey of 15,000 consumers in 37 countries. It was conducted in late 2006 and was partially funded by Palm, a maker of mobile devices.

“There are too many product features that consumers don’t use, or don’t know how to use, and it frustrates them,” says Dave Murray, FAME director. His organization is an arm of the Chief Marketing Officer Council, which represents more than 3,000 marketing officials worldwide.

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