Post on 11-Jan-2016
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MOBILE SERVICESand
FINNISH CONSUMERSJoanna Carlsson
IAMSR, Åbo Akademi University
Vienna, 31.01.2005
The Austrian Computer Society - Electronic Commerce Working Group
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OUTLINE• IAMSR• MOBILE COMMERCE PROGRAMME• SURVEYS 2001 – 2004• CASE FINLAND• FINNISH CONSUMERS• CONCLUSIONS
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IAMSR and MOBILE COMMERCE PROJECT
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IAMSR• Institute for Advanced Management Systems Research:
– A research institute at Åbo Akademi University– Member of TUCS graduate school– Research programs carried out in cooperation with major
Finnish companies– Theory-driven and applied research in:
• approximate reasoning and fuzzy logic • real options, self-organizing maps and neural nets• interdependent multiple criteria optimisation• software agents• mobile and electronic commerce methods and technology• industry foresight methods and scenario technologies• knowledge based support systems and hyperknowledge
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MOBILE COMMERCE• A research programme during 2001 - 2005• Run with a network of research and corporate partners• Research partners:
– City University of Hong Kong– Delft University of Technology, Holland– Electronic Commerce Competence Center, Austria– National Consumer Research Centre, Finland– Turku School of Economics and Business Administration,
Finland– University of Dallas, USA– University of Northumbria, UK– University of St. Gallen, Switzerland
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MOBILE COMMERCE• Objectives:
– Find and identify potential customer groups for fast-growing value added mobile e-commerce
– Design, develop and implement mobile e-commerce solutions for selected customer groups
– Test and evaluate systems solutions for integrated production and distribution of m-commerce products and services
– Design and test value added user interfaces and user support systems for mobile e-commerce users
– Find value added services for customer groups and evaluate them; test the service concepts in different potential markets; find and test mobile content quality aspects; revise or redesign services
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SURVEYS 2001-2004
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EXPERT SURVEYS• Expert Survey on Mobile Commerce in Finland
– Carried out in 2001 - 2004. To be repeated in 2005• Target group:
– 50 Experts and decision makers of companies operating in the following industries:
• Providers of m-Commerce products and services• Providers of m-Commerce infrastructure• Providers of consulting or financing services in the area of m-
Commerce
• Surveys carried out with a web-questionnaire• The web-questionnaire revised annually• The annual surveys carried out also in Europe and Asia
(+ USA in 2002)
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EXPERT SURVEYS• Focus on e.g.:
– Barriers to rapid m-Commerce diffusion (for consumers)– Usage behaviour of m-Commerce consumers– Potentially successful m-Commerce products/services– m-Commerce pricing models– m-Commerce advertising models– Competitiveness of Finnish m-Commerce companies– Share of e- and m-Commerce revenues of companies’ total
revenues– m-Commerce products/services portfolio– Potential “killer applications”
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EXPERT SURVEYS• 2001
– 31 respondents in Finland– 26 respondents in Germany– 12 respondents in France– 28 respondents in Singapore– 31 respondents in Hong Kong
• 2002– 25 respondents in Finland– 27 respondents in Austria– 40 respondents in Hong Kong– 18 respondents in USA
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EXPERT SURVEYS• 2003
– 18 (22) respondents in Finland– 36 respondents in Austria– 31 respondents in UK– 22 respondents in Hong Kong
• 2004– 15 respondents in Finland – 23 respondents in Germany – Switzerland (?)– Hong Kong (?)
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CONSUMER SURVEYS• Consumer Survey on Mobile Services in Finland
– Carried out in 2002, 2003 and 2004. Random sample• Target groups:
– 1000 consumers in Mainland Finland and 300 consumers in the Åland Islands:
• Age between 16 - 64• Language Finnish or Swedish
• Surveys carried out with a paper-copy questionnaire• The questionnaire revised annually• Questions same/similar to the ones posed to experts
→ comparisons between consumer and expert surveys
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CONSUMER SURVEYS• Focus on e.g.:
– Barriers for using m-Commerce services– Benefits for using m-Commerce services – The model(s) of the mobile device(s) in use– The time-frame for acquiring a new mobile device– The features preferred in the future mobile device– The use of the mobile device (private vs. business)– Financial aspects regarding a mobile subscription– The current use of mobile services (approx. 30 services
listed)– The future use of mobile services (approx. 30 services listed)
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CONSUMER SURVEYSResponse rates:• 2002
• MAINLAND 48,7% (499 responses, 12 rejected)• ÅLAND 61,7% (197 responses, 12 rejected)
• 2003• MAINLAND 50,2% (517 responses, 15 rejected)• ÅLAND 51,7% (166 responses, 11 rejected)
• 2004• MAINLAND 48,4% (494 responses, 10 rejected)• ÅLAND 52,3% (157 responses, 0 rejected)
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M-UTAUT• m-Unified Theory of Acceptance and Use of
Technology –model– Testing of the model in 2004
• Target groups:– 800 medical doctors – 300 consumers in Åland: (June- July 2004)
• Age between 16 - 64• Language Finnish or Swedish
– 15 ÅA Master/Doctoral students – 250 members of the ÅA personnel (planned)
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TEENS• Survey on Teens and Mobile Services in Finland
– Carried out in 2002• Target group:
– 100 students in Turku, Finland • Age between 15 - 19• Language Finnish
• Aim of the survey:– To examine the use of SMS in communication between
teens/young adults– To study the new culture - Mobile Culture - created by the
teens/young adults by adapting and applying mobile services in interpersonal communication
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CASE FINLAND
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CASE FINLAND• Population of 5.2 million• Fixed telephone connections: 2.6 million in 2003• Mobile telephone connections: 4.7 million in 2003• > 90% of households have a mobile phone (02/2004)• Operators:
– Sonera– Elisa (Radiolinja)– DNA / Finnet Verkot– Saunalahti
• 150 min of calling time + 25 SMS = – 2001 33,21 € / month; 2002 31,45 € / month– 2003 31,09 € / month; 2004 30,63 € / month
3G
3G
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Sales to trade of mobile phones 1985 – 2004 (excl. VAT)
3000065000
1104000
1247689
26000
18000
14000
100000
384000
500000
190000
804000
1128000
1129000
1394000
6100054000
68000
14067061400000
271
410
640
10051252
1642
1466
2102
23542354
26912691
216
195197
187
166 164 140
0
200000
400000
600000
800000
1000000
1200000
1400000
1600000
0
500
1000
1500
2000
2500
3000
average price
Source: EKTRY
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FINNISH CONSUMERS
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2002• Consumers
– n = 487– Female 54,0%, Male 45,2%– Age:
• Mo 51-64 (32,9%)– Education:
• Mo Vocational (29,2%)– Occupation:
• Mo Clerical (27,5%)– Device?:
• Yes (88,9%)– Usage:
• Mo More/only for personal use (72,8%)
– Device in use: • GSM (88,7%)• WAP (6,7%)• More advanced (4,6%)
– Changing for a new device: Yes (63,6%), No (36,4%)
– When: in ≤ 1 year (57,0%)– Features:
• GSM 50,7% n=267• Don’t know 24,7% n=267• GPRS 9,0% n=267
Mo = Mode
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2003• Consumers
– n = 502– Female 57,7%, Male 42,3%– Age:
• Mo 36-50 (34,1%)– Education:
• Mo Vocational (23,2%)– Occupation:
• Mo Clerical (29,6%)– Device?:
• Yes (89,0%)– Usage:
• Mo More/only for personal use (75,1%)
– Device in use: • GSM (57,8%)• WAP (20,1%)• More advanced (22,1%)
– Changing / buying for a new device:
• Yes (36,0%), No (54,6%)– When: ≤ 1 year (62,3%)– Features (n=305) :
• Colour display 18,4%, • Digital camera 13,4%,• GPRS 9,8%, (N.B. n = nr of responses, not
respondents)
Mo = Mode
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2004• Consumers
– n = 484– Female 55,1%, Male 44,9%– Age:
• Mo 36-50 (33,1%)– Education:
• Mo Vocational (30,1%)– Socio-Economic group:
• Mo Manual work (31,9%)– Device?:
• Yes (91,3%)– Usage:
• Mo More/only for personal use (72,3%)
– Device in use: • GSM (51,0%)• WAP (12,7%)• More advanced (36,3%)
– Acquiring a new device in 6 months time:
• Yes (25,7%), No (74,3%)– Features (n=241) :
• Basic functions (SMS + calling feature) 21,6%
• Colour display 19,9%• Camera 14,1%(N.B. n = nr of responses, not
respondents)
Mo = Mode
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CS 2002• .
51-64 36-50 23-35 16-22
Age group
Statistics : MeanConsumer survey 2002 MAINLAND n=406-410
I strongly agree I strongly disagree
High initial costs
High operating costs
Slow data connection and/or data transfer
Poor coverage of the networks
Limited capacity of mobile devices
Complexity involved in operating mobile devices
Small screen size of mobile devices
Lack of new mobile devices on the market
Uselessness of services
Complexity involved in using mobile services
Security risks
Fear of privacy invasion
12345
BARRIERS
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CS 2003• .
51-64 36-50 23-35 16-22
Age group
Statistics : MeanConsumer survey 2003 MAINLAND n=396-410
High initial costs
High operating costs
Slow data connection a/o data transfer
Poor coverage of the networks
Limited capacity of mobile devices
Complexity involved in operating mobile devices
Small screen size of mobile devices
Lack of new mobile devices on the market
Inadequate supply of useful mobile services
Complexity involved in using mobile services
Information about existing mobile services is lacking
Instructions how to use mobile services are lacking
Security risks
Fear of privacy invasion
12345
A very big barrier No barrier at all
BARRIERS
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CS 2004• .
51-64 36-50
23-35 16-22
Age group
High initial costs
High operating costs
Slow data connection and/or data transfer
Poor coverage of the networks
Limited capacity of mobile devices
Complexity involved in operating mobile devices
Small screen size of mobile devices
Lack of new mobile devices on the market
Inadequate supply of useful mobile services
Complexity involved in using mobile services
Information about existing mobile services is lacking
Instructions how to use mobile services are lacking
Security risks
Fear of privacy invasion
12345
Statistics : MeanConsumer survey 2004 N=416-431
A very bigbarrier
A bigbarrier
Not a suchbig barrier
A smallbarrier
No barrierat all
BARRIERS
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CS 2002• .
51-64 36-50 23-35 16-22
Age group
Flexibility (anywhere, anytime)
Only connection to the Internet
Reminder/information services in real time
Personalised information and services
Entertaining features
Enhanced communication features
New dimensions of communication
More effective use of time
Uniqueness: exclusively mobile services
Lower prices/special offers
Accentuation of social status
Being trendy/ahead of my time
Convenience and handiness
Lack of proficiency with computers
12345
Statistics : MeanConsumer survey 2002 MAINLAND n=407-415
I strongly agree I strongly disagree
BENEFITS
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CS 2003• .
51-64 36-50 23-35 16-22
Age group
Statistics : MeanConsumer survey 2003 MAINLAND n=368-373
A very big impulse No impulse at all
Flexibility (anywhere)
Flexibility regarding time (anytime)
Connection to the Internet
Wireless feature of a mobile device
Reminder/information services in real time
Personalisation
"To kill time"
Entertaining features
Enhanced communication
New dimensions of communication
More effective use of time
Uniqueness: exclusively mobile services
Lower prices/special offers
Accentuation of social status
Being trendy/ahead of my time
12345
BENEFITS
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CS 2004• .
51-64
36-50 23-35
16-22
Age group
Flexibility (anywhere)
Flexibility regarding time (anytime)
Connection to the Internet
Wireless -feature of a mobile device
Reminder/information services in real time
Personalisation
"To kill time"
Entertaining features
Enhanced communication
New dimensions of communication
More effective use of time
Uniqueness: exclusively mobile services
Lower prices/special offers
Accentuation of social status
Being trendy/ahead of my time
12345
Statistics : MeanConsumer survey 2004 N=416-424
A verybig motive
A bigmotive
Not a suchbig motive
A smallmotive
No motiveat all
BENEFITS
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CS 2002• Top 3 m-products/services
– SMS 90,2% (n = 420)– Ring tones & icons 52,5% (n = 415)– Routine m-banking 18,5% (n = 416)
Expert survey 2001 Finland“How do you evaluate the likelihood of firms achieving a satisfactory level of revenue for the following m Commerce services in the next 18 months? 5=Very good, 1=Poor“
– Experts: SMS 4.23 (n = 31)– Experts: entertainment (games) 3.87 (n = 31)– Experts: personalized information 3.48 (n = 31)– Experts: m-banking 3.45 (n = 31)
√
√
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CS 2003• Top 3 m-products/services
– SMS 96,2% (n = 425)– Ring tones 68,3% (n = 417)– Icons & logos 66,0% (n = 418)– [Routine m-banking 34,9% (n = 415)]
Expert survey 2002 Finland“How do you evaluate the likelihood of firms achieving a satisfactory level of revenue for the following m Commerce services in the next 18 months? 5=Very good, 1=Poor“
– Experts: SMS 4.04 (n = 25)– Experts: entertainment – games 4.04 (n = 25)– Experts: ring tones & icons 3.88 (n = 25) – Experts: chat 3.80 (n = 25)
√
√
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CS 2004• Top 3 m-products/services
– SMS 96,1% (n = 438)– Search services (address, tel.) 62,8% (n = 422)– Icons & logos 58,3% (n = 424)– Routine m-banking 12,0% (n = 425)
Expert survey 2003 Finland“How do you evaluate the likelihood of firms achieving a satisfactory level of revenue for the following m Commerce services in the next 18 months? 5=Very good, 1=Poor“
– Experts: SMS 4.28 (n = 18)– Experts: entertainment - games 4.06 (n = 18)– Experts: ring tones 3.94 (n = 18)
√
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CONCLUSION
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BARRIERS CS 2002-4• 2002
– High operating costs 3.95– High initial costs 3.81– Limited capacity of m/ds 3.77 (n=409-413)
• 2003– High operating costs 3.38– High initial costs 3.33– Limited capacity of m/ds 3.06 (n=399-414)
• 2004– High operating costs 3.26– High initial costs 3.21– Limited capacity of m/ds 2.98 (n=416-433)
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BENEFITS CS 2002-4• 2002
– Enhanced communication features 3.74– Flexibility (anywhere, anytime) 3.73– Convenience and handiness 3.40 (n=410-418)
• 2003– Flexibility regarding time 3.76– Flexibility regarding place 3.75– Wireless feature of a m/d 3.66 (n=371-376)
• 2004– Flexibility regarding place 4.04– Flexibility regarding time 4.00– Wireless feature of a m/d 3.70 (n=418-426)
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2002• Top 3 m-products/services
– SMS 90,2% (n = 420)– Ring tones & icons 52,5% (n = 415)– Routine m-banking 18,5% (n = 416)
– Would use – SMS 79,3% (n = 314)– Would use – routine m-banking 53,8% (n = 364)– Would use – GPS-based location 52,0% (n = 375)
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2003• Top 3 m-products/services
– SMS 96,2% (n = 425)– Ring tones 68,3% (n = 417)– Icons & logos 66,0% (n = 418)– [Routine m-banking 34,9% (n = 415)]
– Would use – SMS 91,6% (n = 381)– Would use – mEmail 55,7% (n = 406)– Would use – checking flight/train timetables 52,6% (n = 405)
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2004• Top 3 m-products/services
– SMS 96,1% (n = 438)– Search services (address, tel.) 62,8% (n = 422)– Icons & logos 58,3% (n = 424)– [Routine m-banking 12,0% (n = 425)]
– Would use – SMS 86,7% (n = 407)– Would use – search services 59,2% (n = 414)– Would use – mEmail 49,3% (n = 418)
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CS 2003Age of the mobile device # 1
103 20.5 24.7 24.7
95 18.9 22.8 47.5
65 12.9 15.6 63.1
58 11.6 13.9 77.0
46 9.2 11.0 88.0
31 6.2 7.4 95.4
19 3.8 4.6 100.0
417 83.1 100.0
85 16.9
502 100.0
2 - 3 yrs
1 - 2 yrs
6 mths - 1 yr
3 - 4 yrs
< 6 mths
5 - 10 yrs
4 - 5 yrs
Total
Valid
SystemMissing
Total
Frequency Percent Valid PercentCumulative
Percent
Consumer survey 2003 MAINLAND
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CS 2004Age of the mobile device # 1
97 20,0 23,7 23,7
92 19,0 22,4 46,1
61 12,6 14,9 61,0
52 10,7 12,7 73,7
39 8,1 9,5 83,2
32 6,6 7,8 91,0
29 6,0 7,1 98,0
7 1,4 1,7 99,8
1 ,2 ,2 100,0
410 84,7 100,0
42 8,7
32 6,6
74 15,3
484 100,0
1 - 2 yrs
2 - 3 yrs
3 - 4 yrs
6 mths - 1 yr
5 - 10 yrs
< 6 mths
4 - 5 yrs
I do not know
> 10 yrs
Total
Valid
999
333
Total
Missing
Total
Frequency Percent Valid PercentCumulative
Percent
CS 2004 Mainland
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ADOPTION
Perceived ease of use
Adoption of mobile services
Perceived usefulness
New possibilities
CU@4!
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THANK YOU!
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INFORMATION• Professor Pirkko Walden
– Pirkko.Walden@abo.fi
• Professor Christer Carlsson– Christer.Carlsson@abo.fi
• Joanna Carlsson– jcarlsso@abo.fi
• Recent articles– http://www.hicss.org
• Mobile Commerce project news– http://iamsr.abo.fi