The development of mobile service concepts: technologies, adoption and use

Master's thesis

    Research output: ThesisMaster's thesisTheses

    Abstract

    This thesis studies the business models of different mobile service providers and identifies factors that affect the success of new mobile services. Pricing and billing, as well as security and privacy combined with the related legislation, are examined. The thesis researches the motives for and barriers to adopting mobile services. The means to maximise the user experience through the service design, and ways to im-plement a successful service launch are proposed. The different aspects of mobile marketing and a variety of mobile service contents, together with their market opportunities, are examined, and various mobile technologies and emerging technological developments are evaluated as well. A case study of a mobile service concept is introduced to validate the success factors in adoption of mobile services. The case mo-bile service is based on a Java mobile application, which is developed further and updated with new con-tent. The case study was realised as a field trial in order to research the adoption and use of the mobile service, and the technology of the mobile concept. The field trial was evaluated with users’ feedback to research the factors that affect consumers’ attitudes towards mobile services and marketing. Usefulness was revealed to have the strongest impact on attitude towards a mobile service, with context information and attitude acting as significant determinants of the intention to use the service. Trust and utility were found to have direct relationships with attitude toward mobile marketing, whereas context information, reference group influence and attitude acted as drivers of intention to receive mobile marketing messages. Further development areas in the created mobile service concept were also identified. The case study re-sults can be used to guide the industry players’ evaluation of the adoption potential of new mobile ser-vices and in the creation of mobile marketing campaigns, but treating wide generalisation of the findings with some care. Valuable experiences gathered by field trial organisers can be utilised in future launches of new mobile services.
    Original languageEnglish
    QualificationMaster Degree
    Awarding Institution
    • University of Oulu
    Place of PublicationOulu
    Publisher
    Publication statusPublished - 2007
    MoE publication typeG2 Master's thesis, polytechnic Master's thesis

    Fingerprint

    Technology use
    Mobile services
    Technology adoption
    Mobile marketing
    Field trial
    Factors
    User experience
    Intention to use
    Reference groups
    Usefulness
    Industry
    Privacy
    Service design
    Technological development
    Success factors
    Legislation
    Service provider
    Pricing
    Consumer attitudes
    Evaluation

    Keywords

    • Mobile business model
    • service design
    • Java mobile application
    • diffusion
    • mobile marketing

    Cite this

    @phdthesis{7683e111d62049b9b4ee5bb8608b77ff,
    title = "The development of mobile service concepts: technologies, adoption and use: Master's thesis",
    abstract = "This thesis studies the business models of different mobile service providers and identifies factors that affect the success of new mobile services. Pricing and billing, as well as security and privacy combined with the related legislation, are examined. The thesis researches the motives for and barriers to adopting mobile services. The means to maximise the user experience through the service design, and ways to im-plement a successful service launch are proposed. The different aspects of mobile marketing and a variety of mobile service contents, together with their market opportunities, are examined, and various mobile technologies and emerging technological developments are evaluated as well. A case study of a mobile service concept is introduced to validate the success factors in adoption of mobile services. The case mo-bile service is based on a Java mobile application, which is developed further and updated with new con-tent. The case study was realised as a field trial in order to research the adoption and use of the mobile service, and the technology of the mobile concept. The field trial was evaluated with users’ feedback to research the factors that affect consumers’ attitudes towards mobile services and marketing. Usefulness was revealed to have the strongest impact on attitude towards a mobile service, with context information and attitude acting as significant determinants of the intention to use the service. Trust and utility were found to have direct relationships with attitude toward mobile marketing, whereas context information, reference group influence and attitude acted as drivers of intention to receive mobile marketing messages. Further development areas in the created mobile service concept were also identified. The case study re-sults can be used to guide the industry players’ evaluation of the adoption potential of new mobile ser-vices and in the creation of mobile marketing campaigns, but treating wide generalisation of the findings with some care. Valuable experiences gathered by field trial organisers can be utilised in future launches of new mobile services.",
    keywords = "Mobile business model, service design, Java mobile application, diffusion, mobile marketing",
    author = "Mari Ervasti",
    note = "TK704 diplomity{\"o} Project code: 8007",
    year = "2007",
    language = "English",
    publisher = "University of Oulu",
    address = "Finland",
    school = "University of Oulu",

    }

    The development of mobile service concepts: technologies, adoption and use : Master's thesis. / Ervasti, Mari.

    Oulu : University of Oulu, 2007. 85 p.

    Research output: ThesisMaster's thesisTheses

    TY - THES

    T1 - The development of mobile service concepts: technologies, adoption and use

    T2 - Master's thesis

    AU - Ervasti, Mari

    N1 - TK704 diplomityö Project code: 8007

    PY - 2007

    Y1 - 2007

    N2 - This thesis studies the business models of different mobile service providers and identifies factors that affect the success of new mobile services. Pricing and billing, as well as security and privacy combined with the related legislation, are examined. The thesis researches the motives for and barriers to adopting mobile services. The means to maximise the user experience through the service design, and ways to im-plement a successful service launch are proposed. The different aspects of mobile marketing and a variety of mobile service contents, together with their market opportunities, are examined, and various mobile technologies and emerging technological developments are evaluated as well. A case study of a mobile service concept is introduced to validate the success factors in adoption of mobile services. The case mo-bile service is based on a Java mobile application, which is developed further and updated with new con-tent. The case study was realised as a field trial in order to research the adoption and use of the mobile service, and the technology of the mobile concept. The field trial was evaluated with users’ feedback to research the factors that affect consumers’ attitudes towards mobile services and marketing. Usefulness was revealed to have the strongest impact on attitude towards a mobile service, with context information and attitude acting as significant determinants of the intention to use the service. Trust and utility were found to have direct relationships with attitude toward mobile marketing, whereas context information, reference group influence and attitude acted as drivers of intention to receive mobile marketing messages. Further development areas in the created mobile service concept were also identified. The case study re-sults can be used to guide the industry players’ evaluation of the adoption potential of new mobile ser-vices and in the creation of mobile marketing campaigns, but treating wide generalisation of the findings with some care. Valuable experiences gathered by field trial organisers can be utilised in future launches of new mobile services.

    AB - This thesis studies the business models of different mobile service providers and identifies factors that affect the success of new mobile services. Pricing and billing, as well as security and privacy combined with the related legislation, are examined. The thesis researches the motives for and barriers to adopting mobile services. The means to maximise the user experience through the service design, and ways to im-plement a successful service launch are proposed. The different aspects of mobile marketing and a variety of mobile service contents, together with their market opportunities, are examined, and various mobile technologies and emerging technological developments are evaluated as well. A case study of a mobile service concept is introduced to validate the success factors in adoption of mobile services. The case mo-bile service is based on a Java mobile application, which is developed further and updated with new con-tent. The case study was realised as a field trial in order to research the adoption and use of the mobile service, and the technology of the mobile concept. The field trial was evaluated with users’ feedback to research the factors that affect consumers’ attitudes towards mobile services and marketing. Usefulness was revealed to have the strongest impact on attitude towards a mobile service, with context information and attitude acting as significant determinants of the intention to use the service. Trust and utility were found to have direct relationships with attitude toward mobile marketing, whereas context information, reference group influence and attitude acted as drivers of intention to receive mobile marketing messages. Further development areas in the created mobile service concept were also identified. The case study re-sults can be used to guide the industry players’ evaluation of the adoption potential of new mobile ser-vices and in the creation of mobile marketing campaigns, but treating wide generalisation of the findings with some care. Valuable experiences gathered by field trial organisers can be utilised in future launches of new mobile services.

    KW - Mobile business model

    KW - service design

    KW - Java mobile application

    KW - diffusion

    KW - mobile marketing

    M3 - Master's thesis

    PB - University of Oulu

    CY - Oulu

    ER -