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GMR Presentation

  1. 1. Mobile Games: Analyzing the Needs and Values of the Consumers Global Mobility Roundtable 24.11.2008 Esko Penttinen, HSE (joint paper with Samu Sylvander, Matti Rossi, and Virpi Kristiina Tuunainen)
  2. 2. Introduction <ul><li>Telecom operators have considered mobile games as a good strategy for creating added value for consumers for a long time </li></ul><ul><ul><li>Several market research companies have expected mobile gaming to grow considerably </li></ul></ul><ul><li>Introduction of the smart phone </li></ul><ul><ul><li>Smart phone growth rates of over 50% </li></ul></ul><ul><ul><li>Fruitful basis for the breakthrough of mobile games </li></ul></ul><ul><li>Despite the potential of mobile games, there is little empirical research on the actual consumer values, therefore… </li></ul>
  3. 3. Research Questions <ul><li>RQ1: Explore the values, needs, and objectives related to the purchasing process of mobile games </li></ul><ul><li>RQ2: Explore the characteristics of the different consumer groups interested in playing mobile games </li></ul>
  4. 4. Mobile games, definition <ul><li>A mobile game is a video game played on a mobile phone, smart phone, PDA or handheld computer (Wikipedia) </li></ul><ul><li>In our research, we focus on games that are downloaded onto the mobile phone </li></ul><ul><ul><li>We acknowledge that there are other mobile games such as Nintendo Game Boy, but we leave these games outside the scope of our study </li></ul></ul>
  5. 5. Value-based thinking (Keeney 1994, 1999) <ul><li>Three steps identified </li></ul><ul><ul><li>Develop a list of customer values </li></ul></ul><ul><ul><li>Express each value in common form </li></ul></ul><ul><ul><li>Organize the values to indicate their relationships </li></ul></ul><ul><li>Fundamental vs. means objectives </li></ul><ul><ul><li>Fundamental objectives fundamental to the decision to the purchase </li></ul></ul><ul><ul><li>Means objectives important because they suggest numerous mechanisms for how companies can improve their product or delivery systems for customers </li></ul></ul><ul><ul><li>Distinguish using the “Why is that important?” questions </li></ul></ul>
  6. 6. Deriving the fundamental and means objectives <ul><li>Based on Keeney’s value-based framework (Keeney 1999; Siau et al. 1994), studies on mobile commerce and entertainment (e.g. MacInnes et al. 2002), and expert interviews at operators, mobile game developers, and ISS academics </li></ul><ul><ul><li>25 fundamental objectives </li></ul></ul><ul><ul><li>37 means objectives </li></ul></ul>
  7. 7. Empirical study <ul><li>1,128 responses, 714 usable (all questions answered) </li></ul><ul><ul><li>82.5% male, 17.5% female </li></ul></ul><ul><ul><li>< 20 years 53.3%, 21-30 years 32.4%, > 30 years 14.1% </li></ul></ul><ul><ul><li>Who pays the bill? </li></ul></ul><ul><ul><ul><li>Personally 51% </li></ul></ul></ul><ul><ul><ul><li>Parents 41.7% </li></ul></ul></ul><ul><ul><ul><li>Employer 7.3% </li></ul></ul></ul>
  8. 8. Fundamental objectives <ul><li>Four components </li></ul><ul><ul><li>Satisfaction of quality expectations </li></ul></ul><ul><ul><li>Gaming experience </li></ul></ul><ul><ul><li>Ease/quickness of setup </li></ul></ul><ul><ul><li>Social aspects </li></ul></ul>
  9. 9. Means objectives <ul><li>Six components </li></ul><ul><ul><li>Audiovisual effects </li></ul></ul><ul><ul><li>Customer support </li></ul></ul><ul><ul><li>Product information </li></ul></ul><ul><ul><li>Product comparison </li></ul></ul><ul><ul><li>Trust </li></ul></ul><ul><ul><li>Independence of time and place in purchasing process </li></ul></ul>
  10. 10. Cluster analysis <ul><li>Value seekers (98 respondents, 14 %) </li></ul><ul><ul><li>Value good quality as the most important factor </li></ul></ul><ul><li>Heavy players (309 respondents, 43 %) </li></ul><ul><ul><li>Objectives related to the features of the game important </li></ul></ul><ul><li>Casual gamers (230 respondents, 32 % ) </li></ul><ul><ul><li>Value quick and smooth buying process </li></ul></ul><ul><li>Non-players (77 respondents, 11 %) </li></ul><ul><ul><li>Not interested in mobile games, no difference in terms of age or education </li></ul></ul>
  11. 11. Value seekers
  12. 12. Heavy players
  13. 13. Casual gamers
  14. 14. Non-players
  15. 15. Conclusions <ul><li>Value-focused thinking generates useful insights </li></ul><ul><li>Study confirms earlier findings concerning the categories </li></ul><ul><li>Shows values unique to the mobile environment </li></ul><ul><li>Guides practitioners to develop games that fit certain types of users </li></ul>
  16. 16. Questions?
  17. 17. Fundamental objectives <ul><li>Satisfaction of quality expectations </li></ul><ul><ul><li>Mobile game is well produced; The playability and gaming experience of the game is adequate; Game functions well on a mobile phone; Price/quality ratio of the mobile game is good; Quality of the mobile game is good; Mobile game’s functionality is good; Mobile game corresponds to my expectations; It is easy to play the mobile game using the mobile phone’s keypad; Mobile game corresponds to the advertisement of the game; Mobile game is meaningful; Mobile game fits to the mobile phone’s small screen </li></ul></ul><ul><li>Gaming experience </li></ul><ul><ul><li>Objective in the mobile game is getting a high score; High scores can be compared in the hall of fame; Length of the mobile game depends on the gamer’s own skills; Gamer can reach the next level only after completing the previous level; Playing the mobile game requires the use of reflexes and cleverness </li></ul></ul><ul><li>Ease/quickness of setup </li></ul><ul><ul><li>It is easy to install the mobile game; Mobile game is quickly delivered; It is easy to order the mobile game </li></ul></ul><ul><li>Social aspects </li></ul><ul><ul><li>Mobile game has received good reviews (e.g. in game magazines or web sites); Friends have recommended the mobile game </li></ul></ul>
  18. 18. Means objectives <ul><li>Audiovisual effects </li></ul><ul><ul><li>Mobile game uses a lot of sounds; Mobile game is three-dimensional; Mobile game includes good music; Mobile game has good graphics; Mobile game uses a lot of colors </li></ul></ul><ul><li>Customer support </li></ul><ul><ul><li>Customer support services are easily available; Customer support services are inexpensive; Customer support services are of good quality; Customer support services are available through Internet; Customer support services are available through phone </li></ul></ul><ul><li>Product information </li></ul><ul><ul><li>Information about the mobile game is quickly available; Information about the mobile game is available before purchase; Information about the mobile game is available through multiple sources; Information about the mobile game is reliable </li></ul></ul><ul><li>Product comparison </li></ul><ul><ul><li>Mobile game can be tested before purchase (demo-versions); One can familiarize oneself with the mobile game before purchase; Mobile game can be compared to other games before purchasing </li></ul></ul><ul><li>Trust </li></ul><ul><ul><li>The carrier of the mobile game is well-known; The developer of the mobile game is a well-known company; The publisher of the mobile game is reliable </li></ul></ul><ul><li>Independence of time and place in purchasing process </li></ul><ul><ul><li>Mobile game can be paid on the mobile phone bill; Game can be ordered using text-messaging; Game can be ordered through a wap-menu </li></ul></ul>