According to Mformation, “it’s not about ringtones and the like, as people want more control over their applications.”

The results of a survey reveal that two thirds of the 4,000 surveyed are willing to pay a premium to feel more in tune with their handset to pick and choose application.

This vision will soon become a reality with the launch of open-source operating systems.

Mathew Bancroft, vice President of Mformation, says: “Though consumers are eager to use more applications and services, these must be tailored according to the needs of each user.”

“Operators can get this if they allow a pick-and-mix approach to applications and services. The current survey suggests that consumers like to choose from various applications and services and tailor them according to their needs when they buy a new phone.”

“They like to have similar sort of flexibility to personalize and add new services as they use the phone.”

The survey also showed that a large number of respondents didn’t know how to use the higher-powered functionality of their handsets, as only 57 percent knew about email, 54 percent about picture messaging and 49 percent about Internet.