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Barriers and bridgesin the adoption of today’s      mobile phone    contextual services  Mauro Cherubini, Rodrigo de Olive...
vs.photo credit: http://www.staudinger-franke.com/
diagram credit: Zimmerman et al, 2007
• identify the human needs that support the  adoption of contextual services (i.e.,  contextual needs)• understand how the...
1) ethnographic study of                                   how people use                                  contextual serv...
qualitative study
diagram credit: Zimmerman et al, 2007                                            physical exercise                        ...
diagram credit: Zimmerman et al, 2007                                            physical exercise                        ...
social awareness   discover what peers are doing / where they are    to understand whether they are available for         ...
22                                                                                    "Wheperso         sports)           ...
trust   lack of trust in the information provided                  by the service“I do not trust the recommendations in Ar...
• We observed 24 distinct contextual needs• Some of these needs did not have an  informational nature• We observed 9 barri...
quantitative study
• contextual needs derived from basic human  needs are more important than those  derived from high-level human needs• the...
Developedcountries
Developed             countriesDeveloping regions
ofTable 5. Relationship among participants’ complaints about currentmobile phone contextual applications. Bold letters hig...
ofTable 5. Relationship among participants’ complaints about currentmobile phone contextual applications. Bold letters hig...
implications for design
diagram credit: Zimmerman et al, 2007
acknowledgments we would like to thank our colleagues atBarcelona Media and the UDSI team         at Telefonica Research
Q&A  thanks!mauro@tid.es
Cherubini, M., de Oliveira, R., Hiltunen, A., andOliver, N. Barriers and bridges in the adoption oftoday’s mobile phone co...
Barriers and bridges  in the adoption of today’s mobile phone  contextual services
Barriers and bridges  in the adoption of today’s mobile phone  contextual services
Barriers and bridges  in the adoption of today’s mobile phone  contextual services
Barriers and bridges  in the adoption of today’s mobile phone  contextual services
Barriers and bridges  in the adoption of today’s mobile phone  contextual services
Barriers and bridges  in the adoption of today’s mobile phone  contextual services
Barriers and bridges  in the adoption of today’s mobile phone  contextual services
Barriers and bridges  in the adoption of today’s mobile phone  contextual services
Barriers and bridges  in the adoption of today’s mobile phone  contextual services
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Barriers and bridges in the adoption of today’s mobile phone contextual services

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This paper presents ethnographic observations, a diary study and a large-scale quantitative questionnaire (n=395) designed to study the reasons for adoption and refusal of context-aware mobile applications. Through a qualitative study we identify 24 user needs that these applications fulfill and 9 barriers for adoption. We found that for many of the identified needs the end-goal is not that of receiving information, thus complementing work on mobile information needs. Also, this work offers an actionable list of obstacles that prevent contextual services to reach a larger audience. Finally, our findings suggest the opportunity to develop novel mobile applications that fulfill needs in the activity and personal contextual dimensions, and that of developing an application store for feature phones.

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Barriers and bridges in the adoption of today’s mobile phone contextual services

  1. 1. Barriers and bridgesin the adoption of today’s mobile phone contextual services Mauro Cherubini, Rodrigo de Oliveira, Anna Hiltunen, and Nuria Oliver Telefonica Research
  2. 2. vs.photo credit: http://www.staudinger-franke.com/
  3. 3. diagram credit: Zimmerman et al, 2007
  4. 4. • identify the human needs that support the adoption of contextual services (i.e., contextual needs)• understand how these needs relate to more vs. general human needs• identify the barriers for adoptions of the contextual services photo credit: http://www.staudinger-franke.com/
  5. 5. 1) ethnographic study of how people use contextual services (8 participants)2) large-scale questionnaire (395 participants)
  6. 6. qualitative study
  7. 7. diagram credit: Zimmerman et al, 2007 physical exercise memory prosthetic support remote collaboration ... social awarenesscommunication outside the social network collective initiatives ... recommend places search/track personal location search location of static objects advertisement on the spot purchase on the go ... recommend activity search/track activity evaluate possible obstacles to an event search/track location related to an event
  8. 8. diagram credit: Zimmerman et al, 2007 physical exercise memory prosthetic support remote collaboration ... social awarenesscommunication outside the social network collective initiatives ... recommend places search/track personal location search location of static objects advertisement on the spot purchase on the go ... recommend activity search/track activity evaluate possible obstacles to an event search/track location related to an event
  9. 9. social awareness discover what peers are doing / where they are to understand whether they are available for social activity“I often look at the status on Whatsapp to decide whether it is a good time to pay a visit to a friend” [participant 8]
  10. 10. 22 "Wheperso sports) model personal status. Memory prosthetic Support for storing and retrieving information one “I ad 23 support collects during daily life. name “I tak Remote/asynchronous 24 collaboration barriers for adoption Provide or receive help from colleagues while on the go. of my subje "I do B1 Trust Lack of trust in the information provided by the service of th B2 Privacy Privacy is at risk by using the service "I fee Lack of coverage of the service on relevant "My s B3 Popularity stakeholders [subj B4 Difficulty Troubles understanding/interacting with the service "I dobarriers B5 Embarassement Interacting with the service exposes the user "I do Lack of control over the quantity of information "I fea B6 Overload received from the service adve "I fee B7 Usefulness Lack of benefits from using the service more The data presented by the service does not match with B8 Personalization "The the user profile B9 Dangerous Using the service is dangerous "It is ble 2. Contextual needs (top) and barriers for adoption (bottom) reporto the five human needs [15] according to the way subjects expressedsolved during the interviews. Some details from the examples were [om
  11. 11. trust lack of trust in the information provided by the service“I do not trust the recommendations in Around Me because the majority of these have been left by english-speaking users.” [participant 3]
  12. 12. • We observed 24 distinct contextual needs• Some of these needs did not have an informational nature• We observed 9 barriers for adoption
  13. 13. quantitative study
  14. 14. • contextual needs derived from basic human needs are more important than those derived from high-level human needs• the frequency with which participants currently address these needs is inversely proportional to their level of importance
  15. 15. Developedcountries
  16. 16. Developed countriesDeveloping regions
  17. 17. ofTable 5. Relationship among participants’ complaints about currentmobile phone contextual applications. Bold letters highlight the most thimportant barriers for each contextual dimension. th Table 5.1. All contextual dimensions: ab this is... more important as important less important er than... as... than... ba trust po/di/e/da u/pe/o pr privacy t/po/di/e/o/da u/pe va popularity di/e/o/da pr/u/pe/t th difficulty e po/o/da pr/u/pe/t Fo embarrassment po/da pr/u/pe/t/ tio o/di an overload e t/po/di/da pr/u/pe usefulness po/di/e/o/da t/pr/pe th personalization po/di/e/o/da t/pr/u dangerous po/di/e/o t/pr/u/pe Fu ad ... Table 5.2. Spatio-temporal/Activity contextual dimensions: fo this is... more important as important less important than... as... than... ho trust po/di/e/o/da pr/u/pe W bi
  18. 18. ofTable 5. Relationship among participants’ complaints about currentmobile phone contextual applications. Bold letters highlight the most thimportant barriers for each contextual dimension. th Table 5.1. All contextual dimensions: ab this is... more important as important less important er than... as... than... ba trust po/di/e/da u/pe/o pr privacy t/po/di/e/o/da u/pe va popularity di/e/o/da pr/u/pe/t th difficulty e po/o/da pr/u/pe/t Fo embarrassment po/da pr/u/pe/t/ tio o/di an overload e t/po/di/da pr/u/pe usefulness po/di/e/o/da t/pr/pe th personalization po/di/e/o/da t/pr/u dangerous po/di/e/o t/pr/u/pe Fu ad ... Table 5.2. Spatio-temporal/Activity contextual dimensions: fo this is... more important as important less important than... as... than... ho trust po/di/e/o/da pr/u/pe W bi
  19. 19. implications for design
  20. 20. diagram credit: Zimmerman et al, 2007
  21. 21. acknowledgments we would like to thank our colleagues atBarcelona Media and the UDSI team at Telefonica Research
  22. 22. Q&A thanks!mauro@tid.es
  23. 23. Cherubini, M., de Oliveira, R., Hiltunen, A., andOliver, N. Barriers and bridges in the adoption oftoday’s mobile phone contextual services. InMobileHCI’11 (Stockholm, Sweden, August 30– September 2 2011), ACM Press.

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