Strategy Analytics: Too Much Advertising Hampers Swedish Portals

Tre Leads Overall Portal Experience
BOSTON--(Business Wire)--
The recently released Strategy Analytics Wireless Media Lab end
user research, "Swedish Mobile Portals: Promotional Clutter Hampers
Portal Navigation," evaluates the portal experience of leading Swedish
network operator providers.

Although Tre, having achieved a 4-star rating, leads the overall
Swedish portal experience, Telenor, Tele2 and Telia also achieved
3.5-star ratings. Telia was let down by poor portal discoverability,
while all portals received low ratings for their full-track music
download services.

"On all portals participants were critical of the numerous
advertisements and promotional material," commented Paul Brown, Senior
User Experience Analyst at Strategy Analytics. "Large banner ads made
navigation difficult, which led to unnecessary scrolling in order to
access desired content."

David Kerr, Vice President of the Strategy Analytics Global
Wireless Practice, added, "Optimizing content accessibility from the
portal homepage still represents a challenge to operators. Games are
buried in the 'fun' menu on the Telenor portal, while users have to
navigate two menus just to get to the music stores of Telia, Tele 2
and Telenor."

About Strategy Analytics

Strategy Analytics, Inc focuses on market opportunities and
disruptive forces in the areas of Automotive Electronics and
Entertainment, Broadband Connected Home, Mobile & Wireless Intelligent
Systems Implementation Strategies and High Frequency Market
intelligence. Headquartered in Boston, MA, with offices in the UK,
France, Germany, Japan, S. Korea and China, Strategy Analytics works
with clients through annual multi-client services, management team
workshops and custom consulting engagements. For more information,
please visit www.strategyanalytics.com

Strategy Analytics, Inc
European Contact:
Paul Brown, +44(0) 1908 423 612
pbrown@strategyanalytics.com
or
US Contact:
David Kerr, +1 262-271-8974
dkerr@strategyanalytics.com

Copyright Business Wire 2008