Unmet need turned into revenue

A large manufacturer of cellular phones wanted to develop new revenue sources from their web site. The company hired Usability Sciences to examine the intents, attitudes and behaviors of website visitors to generate ideas for more revenue. The analysis showed that ten percent of the visitors were visiting the site to find new ring tones and wallpaper for their phones. At the time, the company did not offer either. As a result of the study, the client changed their site to make ring tones available and promoted prominently on their home page. The change resulted in new high margin revenue and increased customer satisfaction