Some 80 percent of consumers would prefer a service provider that gives them more choice in the applications and services available on their mobile device, according to a study titled "Go mobile, grow" from IBM's Institute for Business Value, MarketingCharts writes.
Consumer demand for customization and personalization will drive innovation and open standards in the mobile marketplace, the study concludes: 69 percent of consumers reported they want devices that are open to personalization and configuration of applications.
