For the first time since the Apple iPhone was released in 2007, the number of iPhone owners who say they definitely will or probably will purchase their next phone from the same brand has declined in both the US and Western Europe (see iPhone Owner Loyalty Declines: Is Apple Losing its Innovation Edge?)

In 2012 only 75% of iPhone owners in Western Europe say they are likely to buy their next phone from Apple, down from 88% in 2011. Despite this decline, Apple retains a higher repeat purchase intention level than any other major phone manufacturer surveyed by Strategy Analytics. Respondents who say they probably or definitely will not buy their next phone from Apple is low.

It is respondents in Western Europe and the US who are unsure whether they will remain with the same brand or not for their next phone that Apple should be concerned about. Having launched the game-changing original iPhone in 2007, Apple is no longer the innovator it once was. At the launch of the Apple iPhone 5, one of the biggest changes compared to previous iPhones was an increase in display size from 3.5" to 4.0". However, previous Strategy Analytics research suggest that existing smartphone owners want something even bigger, with 4.3" the most preferred size in our 2011 size preference research (Smartphone Owners Want Thin Devices with Larger Displays), while early provisional results from an update to this research suggest that 4.5? may be the most preferred size for respondents surveyed from June-December 2012. It should also be noted that most of Apple's leading competitor's flagship devices have a considerably larger screen - the Samsung Galaxy SIII at 4.8", the HTC One X and Motorola RAZR HD at 4.7" and the Nokia Lumia 920 at 4.5".

There is no doubt that Apple is continuing its success (figures released by Apple show that the over five million iPhone 5's were sold in the first three days alone). However, on the back of a lack of recent innovation from Apple we are starting see growth in the number of previously highly loyal consumers who are considering whether or not they will purchase a new iPhone for their next device.

- Paul Brown

As smartphone hardware becomes commoditized, smart accessories can help to provide differentiation, as well as potentially extending the life-cycle of devices. Strategy Analytics Wireless Device Lab recently undertook focus group interviews with smartphone owners in the US and UK investigating consumer interest in smart accessories, and found that they have the ability to optimize the user experience of a smartphone for dedicated use cases, leading to increased levels of satisfaction.

Consumers experienced 27 different smart accessories, and interest was highest in the Nokia Play 360 wireless speaker, Jawbone UP and HTC Rhyme Dock.

In order to provide value, smart accessories should:

• Be designed with specific use cases in mind, and they should provide an enhanced experience for that use case;
• Be wireless and portable. Due to their smartphone or tablet already being portable, participants liked the convenience of wireless accessories, with no need to plug in for power or use, making the accessory portable as well;
• Be compatible with multiple devices (not just smartphones) and across multiple operating systems is important. The ability to use an accessory with multiple devices also provides added value, with participants indicating that they may be reluctant to purchase a smart accessory that is designed only for a specific device, as they run the risk of it becoming obsolete over time.

The full report, including which smart accessories are currently being used, how interested respondents were in each of the 27 smart accessories evaluated, and what the highlights and lowlights of each accessory were, click here: Smart Accessories Extend Device Capabilities and Enhance the User Experience (subscription required)

- Paul Brown

So another Mobile World Congress is over. In between running from meeting to meeting, I did manage to spend a bit of time looking around the show. If Mobile World Congress 2009 was all about touchscreens, 2010 was all about the end user.  The following are some of the main announcements from Barcelona that have the user experience at the forefront: Samsung Wave From the giant billboard on the bull ring for outside the Fira, to the massive crowded stand, it was hard to avoid the Samsung Wave. The stand had station after station highlighting different features of the Wave, from social networking to widgets. Advanced TouchWiz UI 3.0 allows the user to customize the menu, while the Super AMOLED display looked very sharp. This was particularly impressive when demonstrating the gaming experience the Wave offered. HTC Desire, Legend and HD Mini HTC announced 2 Android devices (Desire and Legend) and 1 Windows Mobile 6.5 device (HD Mini). All devices feature Sense UI, with an enhanced Sense on the Desire and Legend. Friend Stream gives users an even greater personalized experience, while Leap gives a great picture overview of applications currently open, similar to Windows Vista. Motorola Quench The Quench is Motorola’s first Android handset that is touchscreen only. The form factor is likely to appeal more in Europe than previous devices the Milestone and DEXT, especially to younger consumers, due to the ability to change the covers of the device. Quench also features MOTOBLUR, which Strategy Analytics believe will help to drive mobile social networking engagement. Sony Ericsson Xperia X10 mini and X10 pro The Xperia X10 mini and X10 mini pro are both based on Android. The customizable UI allows access to four applications from the homescreen – one in each corner. This has been designed for one-handed use, with each corner icon easy to access. Timescape also allows users to surface relevant content from a multitude of applications. Windows Phone 7 Series While there were no phones available running Windows Phone 7 Series, the demonstrations drew in big crowds. Windows Phone simplifies the user experience by having 2 homescreens. One is customizable, offering high versatility, and deep levels of personalization, while the second screen is simple, listing applications in alphabetical order. In contrast to Android, Microsoft is aiming to standardize the user interface to improve control over the user experience – OEMs such as HTC will not be able to add in their own layer on top of Windows Phone 7. Sagem Puma Phone Sagem and Puma may not sound like the most obvious combination of brands, but they have combined well to make an impressive feature phone. The UI moves away from the out-dated grid menu structure, while the solar panel on the back means the user can charge the phone while on the go – though how effective that is remains to be seen. The device also features nice little touches, such as how many messages have been powered by the sun. The sports apps should appeal to innovative new segments. 2010 was the first Mobile World Congress where the user experience played a prominent role in all major device launches. Personalization and customization were key drivers, with handset vendors starting to realize that to successfully compete with Apple they need to provide an enhanced user experience around context, convergence and compelling experiences. - Paul