IRMA-International.org: Creator of Knowledge
Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

Assessing Mobile Value-Added Preference Structures: The Case of a Developing Country

Assessing Mobile Value-Added Preference Structures: The Case of a Developing Country
View Sample PDF
Author(s): Opal Donaldson (University of Technology Jamaica, Jamaica)and Evan W. Duggan (University of the West Indies, Jamaica)
Copyright: 2014
Pages: 22
Source title: Cross-Cultural Interaction: Concepts, Methodologies, Tools, and Applications
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-4666-4979-8.ch015

Purchase

View Assessing Mobile Value-Added Preference Structures: The Case of a Developing Country on the publisher's website for pricing and purchasing information.

Abstract

Globally, the telecommunications industry is transitioning from a business model that relied heavily on voice communication as the primary source of income to one in which data services provide the largest share of revenues. This trend is evident in Europe, the United States, India, and several other countries. However, while data services have been introduced widely, not all countries have experienced the same level of success. In this chapter, we posit that the differences in economic benefit are directly related to the cultural uniqueness of each mobile market and recommend a consumer-centric approach as a potential solution to successful market uptake. Cultural uniqueness is evident in the consumption of high levels of multimedia content in South Korea which is not enjoyed in other economies despite the push by telecommunication providers. It is also evident in the success of mobile banking for the unbanked poor in parts of Africa but western societies have not exploited its potential. In this research, we used Anckar and D’Incau’s (2002) analytical framework to assess consumer value-added preference structures by exploring the market preferences of a developing country which exhibits the characteristics of a telecommunication market that is saturated and poised for data services integration. The findings suggest that all value-added characteristics evaluated had a positive impact on consumer desirability for a mobile application. Most importantly, the findings highlighted that the inclusion of value-added features within a mobile application is not enough but optimizing the desired combination for a user group may be critical.

Related Content

Ilias Vasileiadis, Ioanna Dimitriadou, Spyros Koutras. © 2024. 16 pages.
Efthymia Efthymiou. © 2024. 15 pages.
Panagiotis F. Papalexopoulos, Vasia Karra, Theodoros Karakasidis, Denis Vavougios. © 2024. 17 pages.
Afroditi Malisiova, Vasiliki Folia. © 2024. 16 pages.
Efthymia Efthymiou, Dimitra V. Katsarou. © 2024. 20 pages.
Asimina M. Ralli, Maria Alexandri, Maria Sofologi. © 2024. 17 pages.
Assimina Tsibidaki, Stergoulla Treha. © 2024. 14 pages.
Body Bottom