Role of Personal Innovativeness in Intentions to Adopt Mobile Services – Cross-Service Approach

2010 ◽  
pp. 801-811
Author(s):  
Sanna Sintonen ◽  
Sanna Sundqvist
Keyword(s):  
Mobile Communications ◽  
Text Messaging ◽  
Mobile Services ◽  
Mobile Service ◽  
Mobile Business ◽  
Business Markets ◽  
Personal Innovativeness ◽  
Service Adoption ◽  
Adoption Decisions

Because only a fraction of new service ideas are successful, and due to the turbulence and dynamics in mobile business markets, a thorough understanding of factors underlying mobile service adoption decisions is necessary. Use of mobile communications has been increasing extensively (Watson et al., 2002). Today, an extensive selection of mobile services is available to consumers. However, consumers use mobile devices mainly for simple services, like text messaging (Nysveen et al., 2005a). In order to better understand the acceptance of mobile services, it is necessary to study behavioral intentions (i.e. antecedents of actual adoption behavior) of consumers adopting new mobile services.

Exploring Mobile Service Business Opportunities from a Customer-Centric Perspective

2011 ◽  
pp. 111-133 ◽  
Author(s):  
Minna Pura
Keyword(s):  
Service Management ◽  
Mobile Services ◽  
European Market ◽  
Customer Relationship ◽  
Mobile Service ◽  
Mobile Business ◽  
Theoretical Contribution ◽  
Business Opportunities ◽  
Customer Perspective ◽  
User Centric

Mobile services have evolved into an important business area and many companies in various industries are offering mobile services. However, formal classifications or user-centric categorizations of mobile services are still scarce. This chapter develops a conceptual classification for mobile services that illustrates the characteristics of mobile services and gives indications on how to describe mobile business opportunities and categorize services from a customer-centric perspective. The classification scheme, grounded in previous research, is based on the type of consumption, context, social setting, and customer relationship with the service provider. The explorative classification is illustrated with two case studies of existing mobile services in the European market. The theoretical contribution to service management research involves how to describe mobile services from a customer perspective. Managerially, the classification helps marketers, service developers and stakeholders to evaluate, differentiate, group and market mobile service offerings more effectively.

scholarly journals MILENIAL INTERESTS ON ISLAMIC INSURANCE: THE ROLE OF MOBILE SERVICE AND SATISFACTION

2020 ◽  
Vol 2 (2) ◽  
pp. 123
Author(s):  
Leviana Belianti ◽  
Fathimah Awliyaul Alim ◽  
Hizrina Awaliyah
Keyword(s):  
Insurance Industry ◽  
Mobile Services ◽  
Mobile Service ◽  
Insurance Product ◽  
Islamic Insurance ◽  
Pls Method ◽  
Developing Strategies

This research aims to predict millennial interest in using sharia insurance product mobile services in terms of usability dimensions (Safe, Convenient, Practical) and attractiveness (Visual, Price, Product) dimensions to interest in sharia insurance products through satisfaction mediation. This research observes 212 millennial respondents aged 20-37 years. By utilizing the SEM-PLS method, this research examines the feasibility of models and hypotheses. Estimation results reveal that millennials are interested in Islamic insurance mobile services based on the quality of practical and convenient mobile services, which has a positive value on satisfaction and interest in using Islamic insurance product mobile services. Thus, this research succeeded in renewing the view of the interests of insurance millennials. This research suggests the importance of the Islamic insurance industry in developing strategies designed to engage millennial customers with better service and increase their confidence in Islamic insurance mobile services.

Mobile Advertising in Small Retailer Firms

2015 ◽  
pp. 2200-2215
Author(s):  
Wesley J. Johnston ◽  
Hanna Komulainen ◽  
Annu Ristola ◽  
Pauliina Ulkuniemi
Keyword(s):  
Value Creation ◽  
Service Provider ◽  
Driving Forces ◽  
Critical Value ◽  
Mobile Services ◽  
Current Understanding ◽  
Mobile Service ◽  
Mobile Advertising ◽  
Mobile Business ◽  
Cooperative Process

The mobile service landscape is changing quickly as a result of innovations in technology. Due to the emergent nature of the mobile business field, it is still unclear what kind of services will succeed and what will be the driving forces behind their success. In this study the authors identify the critical value elements of mobile advertising, in particular, and mobile services, in general. Moreover, the focus is on small retail firms that find the benefits of mobile advertising highly enticing, at the same time finding the full exploitation of this new communication medium challenging for many reasons. In line with the current understanding of value creation as a cooperative process between the service provider and the customer, the study highlights the perspectives of both advertisers and consumers. Unless both service provider (advertiser in the case of m-advertising) and customer actively engage in the co-creation of the mobile service, value creation will not reach its potential. These results also carry important implications for those managers dealing with mobile advertising and mobile services in general.

A Measurement Framework of Mobile Service Adoption

2010 ◽  
Vol 1 (2) ◽  
pp. 17-35
Author(s):  
Hannu Verkasalo
Keyword(s):  
Success Factors ◽  
Mobile Services ◽  
Mobile Service ◽  
End User ◽  
Short Term ◽  
Data Set ◽  
Service Adoption ◽  
Measurement Framework ◽  
Value Loss

This paper discusses conceptual definitions of mobile service users. These concepts reflect the domains of end-users having an intention to use the service or using the service in practice. This study also defines metrics that measure the adoption of mobile services. In addition, the paper investigates the estimation of costs due to mobile service adoption gaps. The paper demonstrates the use of the invented metrics with a data set collected from a sample of Finnish early-adopter smartphone users in 2007. Based on this data set, a ranking of mobile services is presented based on adoption-related success factors. In addition, the potential loss of perceived end-user value, that is due to adoption gaps, is estimated. The notable conclusion is that though most new mobile services experience significant adoption gaps, the value loss is only 10% in the long-term and 3% in the short-term, relative to the use of existing services.

Dynamics of Mobile Service Adoption

2011 ◽  
pp. 324-350
Author(s):  
Hannu Verkasalo
Keyword(s):  
Mobile Services ◽  
Mobile Service ◽  
Strong Impact ◽  
Analysis Model ◽  
Case Examples ◽  
Main Research ◽  
Flat Rate ◽  
Explanatory Variables ◽  
Service Adoption ◽  
User Intentions

Many case examples in the mobile market have indicated that the success of mobile services (e.g. Internet browsing, email messaging or streaming video playback with mobile phones) is difficult to predict. Different factors serve either as drivers or bottlenecks in mobile service adoption. The present chapter has covered earlier research on mobile service adoption and utilized a newly developed handset-based mobile end-user research platform in obtaining data from 548 Finnish panelists in 2006. The main research goal is to understand the process of mobile service adoption by extracting new kinds of data straight from handsets. In addition to descriptive results, a path analysis model is developed that explains mobile service adoption contingent on a given set of explanatory variables. The chapter finds that user intentions have a strong impact on consequent adoption of the service. What is more, perceived hedonic benefits from the service are the strongest factor driving user intentions to use the service. The perceived technical capability to use the service and the role of the surrounding social network explain little why early-adopter kind of independent users intend to use services. Interestingly multimedia services are strongly driven by newer more capable handsets and mobile Internet browsing benefits significantly from block or flat-rate (instead of usage-based) pricing plans for transmitted data. The chapter develops several indices that measure time-varying characteristics of mobile services. Calculated indices for a set of mobile services in 2006 suggest that different mobile services are currently experiencing different phases in their life cycle.

Theories behind Mobile Marketing Research

E-Marketing ◽  
2012 ◽  
pp. 1168-1191
Author(s):  
Ramin Vatanparast
Keyword(s):  
Technology Acceptance ◽  
Mobile Communication ◽  
Marketing Research ◽  
Mobile Services ◽  
Mobile Marketing ◽  
Mobile Service ◽  
Intention To Use ◽  
Factors Affecting ◽  
Service Adoption ◽  
Marketing Activities

The future of mobile communication is expected to rely on mobile services and revenue generated through mobile marketing. Marketing activities supported by mobile devices allow companies to directly communicate with their consumers without location or time barriers. It is becoming vital for today’s marketers to understand the processes behind the factors affecting consumers’ intention to use and adopt mobile marketing. One can often argue that the mobile marketing adoption is difficult to understand due to a lack of relevant research. However, much research has already been conducted on the adoption of mobile services and technology acceptance that likely can support mobile marketing research. Thus it is essential for mobile marketing researchers to get a thorough understanding of the theory behind mobile service adoption and technology acceptance. Theories in this area have been developed gradually and built up on each other. This chapter covers some of the theories and related models and shows how those could be used in mobile services and mobile marketing research.

European Mobile Services Industry

2011 ◽  
pp. 151-165
Author(s):  
Jarkko Vesa
Keyword(s):  
European Union ◽  
Mobile Communications ◽  
Academic Research ◽  
Free Trade Area ◽  
Mobile Services ◽  
Mobile Service ◽  
The European Union ◽  
Trade Area ◽  
Mobile Operator ◽  
German Speaking

“We don’t believe that a business model, where mobile operator takes a large proportion of our subscription revenue, is going to a viable long-term option.” Andy Bird, former CEO of Turner International (2003) Europe is an extremely difficult market for any type of service-related business, and an even bigger challenge for mobile service providers due to various regulatory issues, as we will discuss later on. The reason for this is that Europe is not a single market (despite the hard effort by the European Union with its directives and guidelines), but a man-made and culturally fragmented economic region. As Whalley and Curwen (2003) point out in their analysis of licence acquisition strategies in the European mobile communications industry, Europe must be defined before it can be analyzed. They define Europe as “encompassing the member states of the European Economic Free Trade Area (EFTA), the European Union (EU), those countries that have applied to join the European Union and all other sovereign countries within the post-Communist era understanding of Europe” (p. 2). Based on this definition, Whalley and Curwen found 41 countries to be included in the European mobile market. Albeit it is possible to cluster these countries to some extent according to common language (e.g., Germany, Austria, and the German-speaking part of Switzerland), culture, or some other factors (e.g., the close cooperation between the Nordic countries that include Denmark, Finland, Norway, and Sweden), the fact is that the European mobile services market easily consists of over 20 different markets. No wonder that academic research and business analyses are typically done on a country-by-country basis.

scholarly journals The moderating influence of involvement with ICTs in mobile services

2019 ◽  
Vol 23 (1) ◽  
pp. 25-43 ◽  
Author(s):  
Cristina Calvo-Porral ◽  
Manuel Nieto-Mengotti
Keyword(s):  
Consumer Behavior ◽  
Service Providers ◽  
Mobile Services ◽  
Corporate Image ◽  
Consumer Involvement ◽  
Equation Modeling ◽  
Mobile Service ◽  
Content Type ◽  
Moderating Role

Purpose The growing availability of wireless internet services and the great popularization of smartphones and other mobile devices means a greater challenge for mobile service companies that need to identify the factors influencing the use behavior of mobile services. So considering that the level of consumer involvement can lead to differences in service outcome evaluations, this study aims to examine whether consumer involvement with information and communication technologies (ICTs) has a moderating influence on consumer behavior in mobile services Design/methodology/approach The authors propose an integrative model of the usage of mobile services to examine the moderating role of involvement with ICTs. Drawing on a sample of 493 users, two levels of involvement with ICTs were examined; and data were analyzed through multiple-group structural equation modeling. Findings Findings show that the level of consumer involvement with ICTs influences the behavior in the mobile services. Further, the findings support that mobile services’ perceived quality, followed by the service perceived value are the factors with a stronger influence in satisfaction with mobile services, regardless the level of consumer involvement with ICTs. However, the mobile company corporate image has a lower influence. In addition, the results support the partial moderating role of involvement with ICTs in the loyalty toward mobile service providers, suggesting that consumers lowly involved with ICTs experience a greater impact of the service quality on their loyalty. Originality/value The main contribution of this study is the examination of the influence of involvement with technologies in consumer behavior in the mobile services

scholarly journals Price strategies of mobile operators in Russia in the conditions of the global economic recession

2020 ◽  
Vol 11 (2) ◽  
pp. 347-370
Author(s):  
Victor Dengov ◽  
Irina Tulyakova ◽  
Elena Gregova ◽  
Gleb Sviridov
Keyword(s):  
Multiple Regression ◽  
Mobile Communications ◽  
Regression Models ◽  
Service Providers ◽  
Value Added ◽  
Mobile Services ◽  
Multiple Regression Equation ◽  
Mobile Service ◽  
Negative Consequences ◽  
Price Strategies

Research background: Currently, the four major mobile communications providers dominate the Russian market. The oligopolistic structure leads to negative consequences, such as a weak stimulus for the product development or technological innovation, and the lack of incentive for the call-rate reduction. In their line of work, the mobile service providers use different price strategies. To comprehend what determines the current price level and what changes one should expect therein, we have to understand which factors influence the price of the mobile services. Purpose of the article: The chief goal of this work is the analysis of the influence of the crisis on the price strategies of the providers, as well as the forecasting of the changes of prices for their services. As the main hypothesis, this work presents the assumption that during the recession the price of the mobile services in the different regions of Russia will grow. Methods: The authors built regression models for the dependence of the average price of the mobile providers’ services in a particular region from the selected factors. In this work, we selected the following types of the multiple regression equation as the modeling functions: linear, power-law, exponential. Adding the time factor (t) is the key element of the forecasting. Findings & Value added: After gathering the data and the subsequent calculation of the medium price baskets, we were able to build different multiple regression models. To build the forecasts for the dynamics of prices in the regions for the year 2018 we selected the best regression models. The analysis of the acquired forecasting results generally proved our hypothesis about the growth of the average prices for the mobile communications services, expected in 2018 in the majority of regions. The analysis itself, the programs created for its implementation, as well as the results obtained, can, in our opinion, be considered as some contribution to the development of the theory of price competition in oligopolistic markets. The mobile services’ markets in many EU countries have a similar structure, and, with this in mind, the results of forecasting price dynamics obtained from Russian experience may be of interest to scholars dealing with similar problems in their respective countries, including the possibility of conducting comparative studies.

Determinants and Effects of Mobile Service Customization

2018 ◽  
Vol 10 (4) ◽  
pp. 73-87
Author(s):  
Boonlert Watjatrakul
Keyword(s):  
User Experience ◽  
Information Seeking ◽  
Service Providers ◽  
Mobile Services ◽  
Social Value ◽  
Mobile Service ◽  
Service Adoption ◽  
Hedonic Value ◽  
Utilitarian Value ◽  
Service Customization

Service customization enables users to custom-made services for their specific needs while service providers can use custom outputs to offer superior services for their users. Less attention, however, has been paid to what factors influence individuals to customize mobile service differently and how custom outputs affect their intentions to use the services. The article proposes a new framework to examine the effects of information seeking and user experience on service customization (service configuration and custom outputs) and the effect of the service customization on users' intentions to adopt mobile services through the three values of mobile services–utilitarian value, hedonic value, and social value. The application-to-person short messaging service (A2P SMS) is used as the domain of study. The structural equation modeling (SEM) technique was used for data analysis. The results indicate that information-seeking and user experience regulate users' abilities to customize mobile services. Specifically, information seeking affects custom outputs while user experience affects service configuration. The results also show that custom outputs influence users' intentions to adopt mobile services through the perceived values of mobile services' utilitarian value, hedonic value, and social value. Hedonic value and social value have direct effects on mobile service adoption. This article broadens knowledge and understanding of mobile service adoption and provides guidance to service providers for effectively utilizing their customization strategies to enhance users' adoption of their services.

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