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Motivations and Barriers to the Adoption of 3G Mobile Multimedia Services: An End User Perspective in the Italian Market

Motivations and Barriers to the Adoption of 3G Mobile Multimedia Services: An End User Perspective in the Italian Market
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Author(s): Margherita Pagani (Bocconi University, Italy)and Danilo Schipani (Valdani Vicari & Associati, Italy)
Copyright: 2003
Pages: 4
Source title: Information Technology & Organizations: Trends, Issues, Challenges & Solutions
Source Editor(s): Mehdi Khosrow-Pour, D.B.A. (Information Resources Management Association, USA)
DOI: 10.4018/978-1-59140-066-0.ch269
ISBN13: 9781616921248
EISBN13: 9781466665330


As telecommunications move into an era where the distinction between voice, video and data will be blurred, convergence of communications, information, entertainment, commerce and computing will lay the foundation for the development of an Information Society. Over the last five years there have been a number of significant developments in multimedia computing power, CD-ROM technology, digital television, the Internet/Intranet, and IP-based services and terrestrial and satellite mobile communications, which could have a profound impact on our society. These technologies and systems may enable dramatic changes to take place in working practices, entertainment, education and healthcare. Many organisations within the computing, entertainment, and communications industries are now looking to identify and capitalise on the promise of new market opportunities in multimedia created by these developments. However, demand for multimedia services, should they be successful, is unlikely to be constrained to the fixed network. Greater pressure on time, and the need for flexibility and responsiveness in business, will lead to a growing demand for access to these services anytime, anywhere. In order to meet the evolving needs of customers, and to capture the opportunity which this evolution represents, the mobile industry is looking to define and develop a third generation of mobile technology which will take the personal communications user into the Information Society by delivering voice, graphics, video and other broadband information direct to the user, regardless of location, network or terminal. The purpose of the paper is to provide an end-user perspective on mobile multimedia services that are likely to emerge with the roll out of Third Generation Mobile Services (3G). The remainder of this paper is organized into the following four section. The first section provides a brief review of the literature on the technology acceptance model. Next we present our research model based on a qualitative exploratory survey conducted in six markets. Then we test the proposed model on the Italian market and present the analysis and results of our study. Finally we make conclusion by discussing the implication of our study, followed by presenting future research direction.

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