DNA Customer Survey: Your mobile phone’s worst enemies are accidental drops and liquids - additional coverage is now available with device protection plans

DNA’s customer survey revealed that roughly half of the respondents had damaged their mobile phone at some point. These damages were typically caused by the respondents themselves.

Accidental drops are the most common reason for mobile phone damage. In these cases, the phone typically slips out of the owner’s hand or pocket, onto a hard surface, such as a stone or tile floor, asphalt or gravel. Surprisingly, even dropping a mobile phone onto a carpet is enough to substantially damage the mobile phone.

Another common cause of accidental phone damage occurs when a phone comes into contact with water. It is fairly common for someone to drop their phone into a body of water such as a lake or a sea. It is also not uncommon for someone to drop their phone into a toilet or even leave their phone in a washing machine. Phones can also easily get ruined if left unprotected while it is raining or snowing.

Mobile phone damage is usually incurred at home. People between the ages of 18 and 44 also report that their phone has broken down at work or while running errands outside of the home. People over the age of 55 have also reported damaging their phone while playing a sport or hobby.

Most of the respondents mentioned being in a hurry as posing the highest risk of mobile phone breakage. Men typically mentioned a higher risk in connection with construction work, home repairs and gardening, whereas women referred to carrying too many items. Respondents between the ages of 18 to 44 years specified drunkenness as an above-average risk factor.

Mobile Phones are imperative to everyday life

It is without question that people need their mobile phones on a daily basis. Approximately a quarter (24 %) of respondents reported that they could be without their phone for an entire day, while another quarter (25 %) said they could be without their phone for a couple of days. In addition, 13 % of the respondents reported that they could not live without their phones at all, whereas 17 % reported that they could cope for a few hours without them.

Additional mobile device protection for unexpected situations

DNA sells SquareTrade Protection Plans (SquareTrade-laiteturva) for mobile phones and tablets. The plan is intended for any phones and tablets. Customers can sign up for the plan when purchasing a new device in any DNA Kauppa store and through DNA telesales.

”We wanted to provide our customers with additional protection which offers fast and easy solution in the most common fault and breakage situations. SquareTrade mobile device protection plan is the answer to this need, as SquareTrade delivers a phone to replace the broken one usually the next working day after the claim has been approved. The low out-of-pocket expense is another definite advantage for the customer, as well,” said Cedric Kamtsan, Vice President, Handset Business, DNA.

”We are excited about our partnership with DNA. Consumers are being offered devices with beautiful design and advanced technology, but the devices are also prone to damage. Furthermore, the compelling design combined with the increasing indispensability of the devices in our daily life are pushing costs of these devices up, meaning that accidents become more and more expensive. In this context, SquareTrade service becomes very important and will generate significant value for DNA customers,” said Kevin Gillan, SquareTrade Ltd. Managing Director.

SquareTrade agrees that the findings from DNA’s survey accurately depict the most common causes of damages in claims for compensation. Even the slightest bump may cause damage to a mobile phone, causing unnecessary trouble and costs for the user.

SquareTrade Protection Plans cover the repair or replacement of a mobile phone or tablet with a matching or corresponding product. Specifically these Protection Plans cover accidental damage caused by a sudden and unexpected event where the damage prevents the user from operating the device – Examples include instances where a phone has fallen on the ground or into water, or where liquid has been unintentionally spilled on the device. It also covers mechanical and electrical failures after the manufacturer’s warranty expires. However, the Protection Plan does not cover the loss or theft.

“In SquareTrade’s experience, it is important that customers get a replacement device quickly. In addition, customers value clarity and transparency in a protection plan, as well as the opportunity to interact smoothly and quickly via the most convenient channels, particularly the web,” Kamtsan says.

Users who incur phone damage under a Protection Plan can generally have their replacement phone delivered to them as quickly as the next day, as long as the damage claim is made between Monday and Thursday before 8pm*. Delivery of replacements or repaired devices can also be requested in other EU countries, or to Norway or Switzerland. SquareTrade’s customer service is available to DNA customers in Finnish from 9am to 7pm Mon–Fri, and from 10am to 4.30pm on Saturdays. Claims can be filed online 24x7.

* Delivery to more remote areas may take a little longer

SquareTrade-laiteturva (in Finnish): www.dna.fi/laiteturva 

***

DNA conducted a survey on mobile phone breakages and risk situations among DNA Customer Panel members. Data was collected through an online survey with e-mail instructions during the period 28 July–7 August 2016. The total number of respondents was 360.

Further information for the media:

Cedric Kamtsan, Vice President, Handset Business, DNA Ltd, tel. +358 44 906 2377, cedric.kamtsan@dna.fi
Kevin Gillan, Managing Director SquareTrade Europe, tel. +44 (0)203 567 1335, kevingillan@squaretrade.com

Aida Zepeda-Torres, PR Manager, SquareTrade, tel. +1 405 474 7385, aida@squaretrade.com
DNA Corporate Communications, tel. +358 44 044 8000, viestinta@dna.fi

DNA Ltd is a Finnish telecommunications group providing high-quality voice, data and TV services for communication, entertainment and working. DNA is Finland’s largest cable operator and the leading pay TV provider in both the cable and terrestrial networks. For DNA, the key area for growth in the Corporate Business is the new way of working, independent of time and place, facilitated by smart mobile devices, diverse communication services and rapid connections. In 2015, DNA recorded a turnover of EUR 828.8 million and an operating profit of EUR 73.1 million. DNA Ltd has more than 3.7 million mobile communications and fixed network customer subscriptions. The Group also includes DNA Store, Finland’s largest retail chain selling mobile phones. For more information, please visit www.dna.fi, Twitter @DNA_fi, @DNA_Business and @DNA_Palvelu and Facebook.

SquareTrade is a highly rated protection plan, trusted by millions of happy customers for its fast and exceptional service. SquareTrade protects mobile devices, laptops and tablets, and other consumer electronics and appliances from malfunctions, accidental damage and life's frequent mishaps. Unlike old-fashioned warranties, SquareTrade is designed for today's consumer and uses innovative technology to deliver a zero hassle claims process. SquareTrade has more than 230,000 fans on Facebook, consistently wins industry awards and receives thousands of 5-star reviews for its legendary customer service. Top retailers around the world offer SquareTrade, achieving significant sales growth and happier customers. Privately held SquareTrade's investors include Bain Capital and Bain Capital Ventures. SquareTrade is headquartered in San Francisco and London. For more information, go to www.squaretrade.com.
SquareTrade and the SquareTrade logos are trademarks or registered trademarks of SquareTrade, Inc. All other trademarks are the property of their respective owners, who are not affiliated with SquareTrade and do not endorse its products and services.