Jul 10, 2007 - service providers to develop mobile service bundles that matters to users. Dr. H. Bouwman. Delft University of Technology. 7/10/2007 ...
Towards a research program that enables service providers to develop mobile service bundles that matters to users
Dr. H. Bouwman Delft University of Technology 7/10/2007 July 10, 2007
Topics Trends in use of mobile service bundles Starting from use in context
Disclaimer: first ideas, that elaborates on FRUX
July 10, 2007
2
Actual Use Finland
SM S
120
Sear ch ser vices R ing t o nes Ico n, lo g o s MMS N ews/ weat her
100
M - email Sur f int er net mo b ile p ayment s Jo kes T ime t ab les
80
M usic d o wnlo ad R o ut ine b anking Sho p p ing Games
60
Event sp ecif ic R eser vat io n Healt h car e LB S C hat
40
R eser vat io n t r avel A ler t s V id eo call R eser vat io n Ho t el Lo c f amily
20
Insur ance M o b ile T V Lo t t er y St o cks
0
A d ult co nt ent
2002
July 10, 2007
2003
2004
2005
2006
vid eo t elef o nie
3
Actual Use Finland vs the Netherlands SM S
120
Sear ch ser vices R ing t o nes Ico n, lo g o s MMS N ews/ weat her
100
M - email Sur f int er net mo b ile p ayment s Jo kes T ime t ab les
80
M usic d o wnlo ad R o ut ine b anking Sho p p ing Games
60
Event sp ecif ic R eser vat io n Healt h car e LB S C hat
40
R eser vat io n t r avel A ler t s V id eo call R eser vat io n Ho t el Lo c f amily
20
Insur ance M o b ile T V Lo t t er y St o cks
0
A d ult co nt ent
2006_Finland
July 10, 2007
2007_NL
vid eo t elef o nie
4
Generic model Adoption Mobile Internet Flexibility benefit
0.30***
Media influence
0.41***
Status benefit
n.s.
0.61***
0.45*** Perceived usefulness
Social influence
0.23***
0.17***
Behavioral intention
0.25*** 0.17***
Attitude towards Mobile Innovations 0.31***
0.28*** Ease of use
July 10, 2007
R2=46
0.08**
0.37***
0.37***
R2=48
χ2(450)=980.06 CFI=0.98 IFI=0.98 GFI=0.90 RMSEA=0.04 RMR=0.06 5
Specific service bundle models Finland: 0.23*** Dutch: 0.26***
entertainment
Finland: 0.64*** Dutch: 0.80***
Finland: 0.44***Entertainment Dutch: 0.68*** benefit
travel Finland: 0.43*** Dutch: 0.34***
Finland: 0.12** Dutch: n.s.
Finland: 0.43*** Dutch: 0.68***
Attitude towards Mobile Innovations
Actual Use travel services
Attitude towards Mobile Innovations Finland: n.s. Dutch: 0.33***
Actual Use entertainment services
Finland: 0.48*** Dutch: 0.61***
Flexibility benefit
Finland: 0.12** Dutch: n.s. Future Use entertainment services
Dutch:
Finland: 0.32*** Dutch: 0.20***
Entertainment benefit
Finland: n.s. Dutch: 0.18**
Finland: 0.68*** Dutch: 0.62***
Actual Use gprs services
Finland: 0.32*** Dutch: n.s.
Flexibility benefit
Future Use gprs services
July 10, 2007
6 Finland: 0.48*** Dutch: 0.36***
Status benfit
Finland: - 0.13 Dutch: n.s.
Future Use travel services
Finland: 0.11*** Dutch: - 0.13***
- 0.20**
Finland: 0.20** Dutch: 0.28** Attitude towards Mobile Innovations
Status benfit
Finland: - 0.12** Dutch: 0.19***
Finland: 0.66*** Dutch: 0.52***
Finland: 0.52*** Dutch: 0.47***
gprs
Entertainment benefit
Finland: n.s. Dutch: 0.17** Flexibility benefit
Finland: 0.32*** Dutch: 0.16**
Finland: - 0.10** Status benfit
Finland: 0.24** Dutch: 0.19**
However Adoption and use are not explained by personal characteristics alone, but by - Service bundle characteristics - and - Context characteristics
(1) Service bundle research, (2) Research on wireless grids and (3) Research on police officers use of mobile systems, making use of conjoint analysis,
show that service bundles have to be analyzed separately and that context explains more variance July 10, 2007
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Challenge
MOBILE WEB SERVICES
Requires ad hoc composition of mobile service bundles Puts high demand on the flexible configuration on end user service bundles Are enabled by mobile web services • Standard components • Bundle specific components
Technical design co-evolve with institutional design -
Need for more detailed research on user behavior in context that contribute to
Design of mobile service bundles -
MOBILE COMMUNICATIONS
User requirements bundle and context specific -
WEB SERVICES
Closed, open or ecology of innovation Walled garden, open mobile Internet or co-evolving
Understanding the impact of mobile web services on the industry -
Impact on value web, the role key actors plays: who controls? Impact on processes: authentication, billing, and personalization
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An example Billing critical for offering services Mobile telecom or Internet perspective - Personalization of services, single bill, single sign-on, make billing platforms more important - Demand for on net and off net
Mobile web services enable new configurations -
Network Operator centric model Content Aggregator centric model Content provider centric model Third party model
Mobile web services make redesign of billing process across firms possible, shifting control of customer from NO to Content Provider July 10, 2007
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Research objective Assess the implications of the convergence of Mobile and Internet domains, as becomes apparent by the use of mobile web services, for the adoption and use of service bundles in specific contexts, Analyze the specific requirements for the mobile Internet end-user service bundles Develop composition tools to enable the development of mobile service bundles Analyze the consequences for business models on a process level across actors in mobile value web In order to deliver mobile service bundles that meet user requirements and are offered on a transparent, effective and efficient by collaborating parties in a mobile value web July 10, 2007
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Research approach Analytical - Trend (preferably panel) analysis of adoption and use of mobile service bundles - Conjoint analysis directed to the understanding of specific users context in which mobile service bundles are consumed
Design oriented - Develop service bundle composition tools - Expand existing FBBM method with an advanced processing modelling tool to be used in a multi actor setting
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Research program Scientific relevance Move away from limited models like DOI, TAM, UTAUT to models that include context and technology characteristics From trend to panel studies From business models to business modelling of -
Value streams (e3-value approach Gordijn 2002) Information streams Processes (BPA, BPM, Business Architecture) Combining FBBM with BPM
Multi-actor architectures…. -
Combining value design approaches with business architecture concepts over the boarders of organizations
July 10, 2007
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Practical relevance More profound deeper insight in user behavior Tools based on mobile web services, for rapid composition of mobile web services In depth analysis of the consequences not only for business models of actors in value web, but also analyzes and design of value- and information exchange, and process design across multi-actor setting
July 10, 2007
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