In this age of exponential technological development and relentless globalization, innovation has become the prime driver of economic return.This is relevant to corporates seeking to expand market share,targeting emerging markets while experimenting with saturated niches.It is critical to focus on end-user preferences to achieve these objectives.At the same instance innovation should be prioritised to ensure relevance in the long run. Usability is a critical factor in product and service differentiation. Usability defines the actual performance of intended task by a particular product (Davis Fred,2007). It directly translates to the differentiation of the levels of end user satisfaction and retention.This is governed by a plethora of factors such as age,profession or culture. For various corporations in mobile telephony, there manifests fierce rivalry for existing and potential clients.More insight on the importance of usability in the book.