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মোবাইল বিজনেস

মোবাইল বিজনেস

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    m commerce m commerce Presentation Transcript

    • MOBILE SERVICES and FINNISH CONSUMERS Joanna Carlsson IAMSR, Åbo Akademi University Vienna, 31.01.2005 The Austrian Computer Society - Electronic Commerce Working Group
    • ABSTRACT
      • “ The use of mobile services is considered to be an integral part of third generation mobile telephony (3G). Many 3G networks are being deployed and the mobile industry is expecting 3G services to take off in these days. User adoption of mobile services, however, remains uncertain. Based on our empirical evidence from consumer and expert surveys conducted in Finland, we propose that service adoption is a multi-step process. Consumers are already experimenting with advanced services and the level of experimentation depends on how advanced their mobile phones are. However, the users need more support from service providers and network operators.”
    • OUTLINE
      • IAMSR
      • MOBILE COMMERCE PROGRAMME
      • SURVEYS 2001 – 2004
      • CASE FINLAND
      • FINNISH CONSUMERS
      • CONCLUSIONS
    • IAMSR and MOBILE COMMERCE PROJECT
    • IAMSR
      • Institute for Advanced Management Systems Research:
        • A research institute at Åbo Akademi University
        • Member of TUCS graduate school
        • Research programs carried out in cooperation with major Finnish companies
        • Theory-driven and applied research in:
          • approximate reasoning and fuzzy logic
          • real options, self-organizing maps and neural nets
          • interdependent multiple criteria optimisation
          • software agents
          • mobile and electronic commerce methods and technology
          • industry foresight methods and scenario technologies
          • knowledge based support systems and hyperknowledge
    • MOBILE COMMERCE
      • A research programme during 2001 - 2005
      • Run with a network of research and corporate partners
      • Research partners:
        • City University of Hong Kong
        • Delft University of Technology, Holland
        • Electronic Commerce Competence Center, Austria
        • National Consumer Research Centre, Finland
        • Turku School of Economics and Business Administration, Finland
        • University of Dallas, USA
        • University of Northumbria, UK
        • University of St. Gallen, Switzerland
    • MOBILE COMMERCE
      • Objectives:
        • Find and identify potential customer groups for fast-growing value added mobile e-commerce
        • Design, develop and implement mobile e-commerce solutions for selected customer groups
        • Test and evaluate systems solutions for integrated production and distribution of m-commerce products and services
        • Design and test value added user interfaces and user support systems for mobile e-commerce users
        • Find value added services for customer groups and evaluate them; test the service concepts in different potential markets; find and test mobile content quality aspects; revise or redesign services
    • SURVEYS 2001-2004
    • EXPERT SURVEYS
      • Expert Survey on Mobile Commerce in Finland
        • Carried out in 2001 - 2004. To be repeated in 2005
      • Target group:
        • 50 Experts and decision makers of companies operating in the following industries:
          • Providers of m-Commerce products and services
          • Providers of m-Commerce infrastructure
          • Providers of consulting or financing services in the area of m-Commerce
      • Surveys carried out with a web-questionnaire
      • The web-questionnaire revised annually
      • The annual surveys carried out also in Europe and Asia (+ USA in 2002)
    • EXPERT SURVEYS
      • Focus on e.g.:
        • Barriers to rapid m-Commerce diffusion (for consumers)
        • Usage behaviour of m-Commerce consumers
        • Potentially successful m-Commerce products/services
        • m-Commerce pricing models
        • m-Commerce advertising models
        • Competitiveness of Finnish m-Commerce companies
        • Share of e- and m-Commerce revenues of companies’ total revenues
        • m-Commerce products/services portfolio
        • Potential “killer applications”
    • EXPERT SURVEYS
      • 2001
        • 31 respondents in Finland
        • 26 respondents in Germany
        • 12 respondents in France
        • 28 respondents in Singapore
        • 31 respondents in Hong Kong
      • 2002
        • 25 respondents in Finland
        • 27 respondents in Austria
        • 40 respondents in Hong Kong
        • 18 respondents in USA
    • EXPERT SURVEYS
      • 2003
        • 18 (22) respondents in Finland
        • 36 respondents in Austria
        • 31 respondents in UK
        • 22 respondents in Hong Kong
      • 2004
        • 15 respondents in Finland
        • 23 respondents in Germany
        • Switzerland (?)
        • Hong Kong (?)
    • CONSUMER SURVEYS
      • Consumer Survey on Mobile Services in Finland
        • Carried out in 2002, 2003 and 2004. Random sample
      • Target groups:
        • 1000 consumers in Mainland Finland and 300 consumers in the Åland Islands:
          • Age between 16 - 64
          • Language Finnish or Swedish
      • Surveys carried out with a paper-copy questionnaire
      • The questionnaire revised annually
      • Questions same/similar to the ones posed to experts
        • -> comparisons between consumer and expert surveys
    • CONSUMER SURVEYS
      • Focus on e.g.:
        • Barriers for using m-Commerce services
        • Benefits for using m-Commerce services
        • The model(s) of the mobile device(s) in use
        • The time-frame for acquiring a new mobile device
        • The features preferred in the future mobile device
        • The use of the mobile device (private vs. business)
        • Financial aspects regarding a mobile subscription
        • The current use of mobile services (approx. 30 services listed)
        • The future use of mobile services (approx. 30 services listed)
    • CONSUMER SURVEYS
      • Response rates:
      • 2002
          • MAINLAND 48,7% (499 responses, 12 rejected)
          • ÅLAND 61,7% (197 responses, 12 rejected)
      • 2003
          • MAINLAND 50,2% (517 responses, 15 rejected)
          • ÅLAND 51,7% (166 responses, 11 rejected)
      • 2004
          • MAINLAND 48,4% (494 responses, 10 rejected)
          • ÅLAND 52,3% (157 responses, 0 rejected)
    • M-UTAUT
      • m-Unified Theory of Acceptance and Use of Technology –model
        • Testing of the model in 2004
      • Target groups:
        • 800 medical doctors
        • 300 consumers in Åland: (June- July 2004)
          • Age between 16 - 64
          • Language Finnish or Swedish
        • 15 ÅA Master/Doctoral students
        • 250 members of the ÅA personnel (planned)
    • TEENS
      • Survey on Teens and Mobile Services in Finland
        • Carried out in 2002
      • Target group:
        • 100 students in Turku, Finland
          • Age between 15 - 19
          • Language Finnish
      • Aim of the survey:
        • To examine the use of SMS in communication between teens/young adults
        • To study the new culture - Mobile Culture - created by the teens/young adults by adapting and applying mobile services in interpersonal communication
    • CASE FINLAND
    • CASE FINLAND
      • Population of 5.2 million
      • Fixed telephone connections: 2.6 million in 2003
      • Mobile telephone connections: 4.7 million in 2003
      • > 90% of households have a mobile phone (02/2004)
      • Operators:
        • Sonera
        • Elisa (Radiolinja)
        • DNA / Finnet Verkot
        • Saunalahti
      • 150 min of calling time + 25 SMS =
        • 2001  33,21 € / month; 2002  31,45 € / month
        • 2003  31,09 € / month; 2004  30,63 € / month
      3G 3G
    • Sales to trade of mobile phones 1985 – 2004 (excl. VAT) Source: EKTRY
    • FINNISH CONSUMERS
    • 2002
      • Consumers
        • n = 487
        • Female 54,0%, Male 45,2%
        • Age:
          • Mo 51-64 (32,9%)
        • Education:
          • Mo Vocational (29,2%)
        • Occupation:
          • Mo Clerical (27,5%)
        • Device?:
          • Yes (88,9%)
        • Usage:
          • Mo More/only for personal use (72,8%)
        • Device in use:
          • GSM (88,7%)
          • WAP (6,7%)
          • More advanced (4,6%)
        • Changing for a new device: Yes (63,6%), No (36,4%)
        • When: in ≤ 1 year (57,0%)
        • Features:
          • GSM 50,7% n=267
          • Don’t know 24,7% n=267
          • GPRS 9,0% n=267
      Mo = Mode
    • 2003
      • Consumers
        • n = 502
        • Female 57,7%, Male 42,3%
        • Age:
          • Mo 36-50 (34,1%)
        • Education:
          • Mo Vocational (23,2%)
        • Occupation:
          • Mo Clerical (29,6%)
        • Device?:
          • Yes (89,0%)
        • Usage:
          • Mo More/only for personal use (75,1%)
        • Device in use:
          • GSM (57,8%)
          • WAP (20,1%)
          • More advanced (22,1%)
        • Changing / buying for a new device:
          • Yes (36,0%), No (54,6%)
        • When: ≤ 1 year (62,3%)
        • Features ( n =305) :
          • Colour display 18,4%,
          • Digital camera 13,4%,
          • GPRS 9,8%,
          • (N.B. n = nr of responses, not respondents)
      Mo = Mode
    • 2004
      • Consumers
        • n = 484
        • Female 55,1%, Male 44,9%
        • Age:
          • Mo 36-50 (33,1%)
        • Education:
          • Mo Vocational (30,1%)
        • Socio-Economic group:
          • Mo Manual work (31,9%)
        • Device?:
          • Yes (91,3%)
        • Usage:
          • Mo More/only for personal use (72,3%)
        • Device in use:
          • GSM (51,0%)
          • WAP (12,7%)
          • More advanced (36,3%)
        • Acquiring a new device in 6 months time:
          • Yes (25,7%), No (74,3%)
        • Features ( n =241) :
          • Basic functions (SMS + calling feature) 21,6%
          • Colour display 19,9%
          • Camera 14,1%
          • (N.B. n = nr of responses, not respondents)
      Mo = Mode
    • CS 2002
      • .
      BARRIERS
    • CS 2003
      • .
      BARRIERS
    • CS 2004
      • .
      BARRIERS
    • CS 2002
      • .
      BENEFITS
    • CS 2003
      • .
      BENEFITS
    • CS 2004
      • .
      BENEFITS
    • CS 2002
      • Top 3 m-products/services
        • SMS 90,2% (n = 420)
        • Ring tones & icons 52,5% (n = 415)
        • Routine m-banking 18,5% (n = 416)
        • Expert survey 2001 Finland
        • “ How do you evaluate the likelihood of firms achieving a satisfactory level of revenue for the following m Commerce services in the next 18 months? 5=Very good, 1=Poor“
        • Experts: SMS 4.23 (n = 31)
        • Experts: entertainment (games) 3.87 (n = 31)
        • Experts: personalized information 3.48 (n = 31)
        • Experts: m-banking 3.45 (n = 31)
      √ √
    • CS 2003
      • Top 3 m-products/services
        • SMS 96,2% (n = 425)
        • Ring tones 68,3% (n = 417)
        • Icons & logos 66,0% (n = 418)
        • [Routine m-banking 34,9% (n = 415)]
        • Expert survey 2002 Finland
        • “ How do you evaluate the likelihood of firms achieving a satisfactory level of revenue for the following m Commerce services in the next 18 months? 5=Very good, 1=Poor“
        • Experts: SMS 4.04 (n = 25)
        • Experts: entertainment – games 4.04 (n = 25)
        • Experts: ring tones & icons 3.88 (n = 25)
        • Experts: chat 3.80 (n = 25)
      √ √
    • CS 2004
      • Top 3 m-products/services
        • SMS 96,1% (n = 438)
        • Search services (address, tel.) 62,8% (n = 422)
        • Icons & logos 58,3% (n = 424)
        • Routine m-banking 12,0% (n = 425)
        • Expert survey 2003 Finland
        • “ How do you evaluate the likelihood of firms achieving a satisfactory level of revenue for the following m Commerce services in the next 18 months? 5=Very good, 1=Poor“
        • Experts: SMS 4.28 (n = 18)
        • Experts: entertainment - games 4.06 (n = 18)
        • Experts: ring tones 3.94 (n = 18)
    • CONCLUSION
    • BARRIERS CS 2002-4
      • 2002
        • High operating costs 3.95
        • High initial costs 3.81
        • Limited capacity of m/ds 3.77 (n=409-413)
      • 2003
        • High operating costs 3.38
        • High initial costs 3.33
        • Limited capacity of m/ds 3.06 (n=399-414)
      • 2004
        • High operating costs 3.26
        • High initial costs 3.21
        • Limited capacity of m/ds 2.98 (n=416-433)
    • BENEFITS CS 2002-4
      • 2002
        • Enhanced communication features 3.74
        • Flexibility (anywhere, anytime) 3.73
        • Convenience and handiness 3.40 (n=410-418)
      • 2003
        • Flexibility regarding time 3.76
        • Flexibility regarding place 3.75
        • Wireless feature of a m/d 3.66 (n=371-376)
      • 2004
        • Flexibility regarding place 4.04
        • Flexibility regarding time 4.00
        • Wireless feature of a m/d 3.70 (n=418-426)
    • 2002
      • Top 3 m-products/services
        • SMS 90,2% (n = 420)
        • Ring tones & icons 52,5% (n = 415)
        • Routine m-banking 18,5% (n = 416)
        • Would use – SMS 79,3% (n = 314)
        • Would use – routine m-banking 53,8% (n = 364)
        • Would use – GPS-based location 52,0% (n = 375)
    • 2003
      • Top 3 m-products/services
        • SMS 96,2% (n = 425)
        • Ring tones 68,3% (n = 417)
        • Icons & logos 66,0% (n = 418)
        • [Routine m-banking 34,9% (n = 415)]
        • Would use – SMS 91,6% (n = 381)
        • Would use – mEmail 55,7% (n = 406)
        • Would use – checking flight/train timetables 52,6% (n = 405)
    • 2004
      • Top 3 m-products/services
        • SMS 96,1% (n = 438)
        • Search services (address, tel.) 62,8% (n = 422)
        • Icons & logos 58,3% (n = 424)
        • [Routine m-banking 12,0% (n = 425 )]
        • Would use – SMS 86,7% (n = 407)
        • Would use – search services 59,2% (n = 414)
        • Would use – mEmail 49,3% (n = 418)
    • CS 2003
    • CS 2004
    • ADOPTION Perceived ease of use Adoption of mobile services Perceived usefulness New possibilities CU@4!
    • THANK YOU!
    • INFORMATION
      • Professor Pirkko Walden
        • [email_address]
      • Professor Christer Carlsson
        • [email_address]
      • Joanna Carlsson
        • [email_address]
      • Recent articles
        • http://www.hicss.org
      • Mobile Commerce project news
        • http://iamsr.abo.fi