Nowadays it is indeed tough to exist and also expand your business. Gone are the days when there used to be less competition and also competitors and as a result the giants used to have edge over the small fries. However, with the passing of years this age-old saga has thoroughly altered and nowadays the chronicle of customer satisfaction controls the essence of business to the greatest extent.

This new concept was again advocated in the recent days when the J.D. Power and Associates Evaluation Study released its startling reports. According to the report Sanyo and LG topped the category of consumer satisfaction ratings among cell phone owners.

It has been learnt that the main objective of the study was to assess the level of satisfaction among clientele, especially those who have been the owners of their phones for less than two years. For this reason the very investigative study concentrated on five aspects or key factors. They include physical design (24 percent), operation (22 percent), features (20 percent), handset durability (19 percent) and battery function (15 percent).

In this regard it has been stated by the responsible members or key researchers of the study group that, from the year 2005, there has been a gradual increase of customer satisfaction, especially in the sphere of phone operation (by 5 per cent). Now the areas coming under the phone operation includes the ease of use, for instance ease of phone navigation, clarity of text on the display screen and understanding how to operate the handset when purchased. On the other hand the concept of contentment with the features present in the phone has also increased sharply, to the consideration of the report, by 5 per cent. Now what is the basis of this satisfaction? To the assessment of researchers it is totally based on higher ratings from customers for Internet features and the variety of services/features offered.

But this is in no way all. What has more been found by the extensive study is that there has been a significant change in respect of the physical design of wireless handsets. Even in this sphere the changing attitudes of the consumers are ruling the environ. This gradual shift is enticing the manufacturers to move away from the traditional concept of candy bar-shape design and towards the better displayed clamshell designs. This sharp reduction can be ascertained from the fact that in the year 2006 only 39 per cent used to have candy bar-type handsets. On the contrary this number was around 70 per cent in the year 2002. During the same period there has been a sharp increase in the number of clientele owning clamshell-design phones and it is from 7 percent to 58 percent.