Smartphones are the “thing” for everyone from the in-touch teenager to the executive on-the-go. And the wide range of styles, manufacturers, operating systems and features make narrowing the selection a little more difficult. The latest results from a J.D. Power and Associates study may point consumers in one direction.

According to the J.D. Power and Associates 2007 Business Wireless Smartphone Customer Satisfaction StudySM released today, Blackberry devices, manufactured by Research in Motion (News - Alert) (RIM), receive the highest ranking in overall customer satisfaction among business wireless smartphone users.

This inaugural study set out to measure business customer satisfaction with their wireless smartphone – a mobile phone offering advanced capabilities. These capabilities often include computer-like functionality, such as a BlackBerry (News - Alert) or Treo.

Overall satisfaction is examined across six key factors, which include – in order of importance:  ease of operation (22%); operating system (21%); physical design (20%); audio (14%); battery aspects (13%); and utility features (10%).

RIM received a score of 702 points on a 1,000-point scale for overall smartphone customer satisfaction. The company performed particularly well in the operating system factor, which includes the speed of moving between applications and the speed of sending and receiving e-mails.

RIM also performs particularly well in batter aspects, including the length of battery life. Treo manufacturer Palm (698) and Samsung (News - Alert) (698) tie to closely follow RIM in the ranking.

“While RIM has differentiated itself from the competition in areas that are most important to business smartphone users, competition in this market is tight,” said Kirk Parsons (News - Alert), senior director of wireless services for J.D. Power and Associates, in a Wednesday statement.

“Particularly for RIM, ease of using basic applications and features and providing the right amount of functionality in a lightweight package has given the manufacturer an edge.”

The study found that satisfaction is critical to future sales and profitability of smartphone manufacturers, as highly satisfied owners are more than 50 percent more likely to repurchase the same brand than those who are not satisfied with their smartphone. Those claiming to be “delighted” with their smartphone are 80 percent more likely to recommend a particular brand than an unsatisfied owner.  

Customer satisfaction varies depending on the type of operating system, according to the study. Each system has its own advantages. Customers note that the Pal system’s basic features are easy to use. In comparison, smartphone devices using the Microsoft Windows system perform well with regard to call quality. 

“While each OS platform excels in a particular area, there is definitely room for improvement across the market as not one smartphone brand excels in all business application dimensions,” said Parsons. “It’s critical for manufacturers to offer a complete package of functionality and ease of operation that meets the business needs of customers.”

Customer satisfaction with their smartphone is also driven by how well the smartphone performs the tasks that are most important to the user. While BlackBerry may be ranked highest in customer satisfaction, it does not necessarily mean it will be the optimal choice for every customer.

This ranking does mean that RIM is doing something right. BlackBerry smartphones have certainly made a name for themselves in the industry – setting a standard for others to achieve. The brand recognition alone has yet to be accomplished by any of its competitors. The industry is tightly competitive however, and RIM must remain innovative in its approach to new solutions to remain on top.

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Susan J. Campbell is a contributing editor for TMC (News - Alert) and has also written for eastbiz.com. To see more of her articles, please visit Susan J. Campbell’s columnist page.

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