Research

Chinese Mobility Service Providers Website Usability

This study reviews the usability of 3 leading Chinese Mobility Service Providers' (MSPs) websites:

• China Mobile (中国移动通信集团公司 www.chinamobile.com)
• China Unicom (中国联合通信有限公司 www.chinaunicom.com)
• China Telecom (中国电信集团公司 www.chinatelecom.com.cn)

For comparison three MSPs outside mainland China are selected, one each a leading MSP from Australia, Hong Kong and UK.

While the Chinese MSPs present a lot of general information, they lack specific information essential to support online customer experiences:

• Lack of product and service information
• Lack of support information
• Confusing and inconsistent site navigation
• Inconsistent web design
• Poor interactive applications

This impacts the use of the website as a true business channel to help support customers.

The study recommends the following areas for the Chinese MSPs to improve the usability of their websites:

• Improve product and service information
• Enhance support information
• Improve site navigation
• Establish web design guidelines