Strategic planning for mobile services

adoption and diffusion

Constantiou, Damsgaard, Knutsen

Motivation for study

• To see what attributes are important for the users in adopting new mobile services

• Greatest benefits come only after widespread adoption

• The underlying assumption is that technological advances will not automatically lead to widespread use

Survey outline

• Consumer Behaviour Research• Online questionaire

Denmark 722 answers February-March 2004

User categorisation

• Mobile User have used: MMS email (GPRS)

• Mobile Shopper have used: banking/financial shopping entertainment info/news travel booking ticket reservation

Attributes in the survey

• Attributes Ease of use Interface Security Customer services Price Personalisation Comfort of device

• Respond on scale 1-5

Hypotheses

• H0 Danish mobile users and mobile

shoppers attach the same importance to the identified set of attributes

• H1 Danish mobile users and mobile

shoppers attach significantly different importance to the identified set of attributes

Results

• Classification of attributes Price is most important Comfort of device second Personalisation and Customer service Security Ease of use Interface

taken for granted on newer devices

• Can reject H0 only for the attribute Ease of use Interface

• The other attributes are pretty much equal