Mobile services with handset bundling and governmental policies for competitive market

Governmental policies can significantly affect the social adoption of services offered by communication technology providers and competition between service providers. Following the implementation of several policies by the Korean government and mobile network operators’ promotion of mobile handset bundling, consumer adoption rates of the latest mobile phone and communications services have been higher in Korea than in other countries. Mobile handset bundling provides consumers the bundled sale of mobile phones and services, but this practice can restrict consumers’ choice of services and limit competition among service providers. This study analyses this ambivalent effect of bundling by mobile network operators (MNOs) and evaluates the outcomes of the Korean government policies (2011–14) using market statistics. Our results highlight that the policies have produced changes in market share but the government needs to promote service differentiation among providers.     

Consumer preferences of attributes of mobile payment services in South Korea

The widespread diffusion of mobile devices has led to a new method of value transfer that retains the features of mobile devices: mobile payments. Many researchers have investigated consumers’ responses to mobile payment services, which is a key indicator of the success of a service, and have examined determinants of consumer adoption. Although many studies have addressed consumer adoption of mobile payment services, only the general and abstract factors affecting adoption (e.g., perceived usefulness) have been intensively investigated. However, these studies have rarely examined the idiosyncratic and concrete aspects of mobile payment services. To improve our understanding of why consumers adopt certain mobile payment services, this study investigated consumers’ evaluations of the explicit attributes of the services. Three hundred seventy-three consumers of mobile payment services participated in an online conjoint survey. Their preference structure was generated from a conjoint analysis including five service attributes (mobile payment platform, assurance policy, mileage program, authentication method, and affiliated stores), which were identified through a literature review and focus group discussion. The results showed that an assurance policy is the most critical factor influencing consumers’ choices, and a mileage program is considered to be as imperative as the platform. We also compared the findings by two consumer clusters (safety seekers vs. platform adherers), which were classified by preference. Because this study examines concrete and specific attributes of mobile payment services beyond abstract and general adoption factors, it provides insights into consumers’ actual adoption of services.     

2004年全球移动通信市场回顾

2004年是全球电信市场回暖的一年,移动通过市场的各个领域都有了很好的发展,在移动通信系统方面,移动通信网络建设和技术发展都进入了快车道,在移动通信业务方面,一按即通（PTT）业务,以及移动电视业务成为了运营商关注的焦点。在移动通信设备领域,3G终端问题得到缓解,3G系统快速发展起来。此外,移动号码可携带政策在2004年也得以实施。从移动通信系统发展、移动通信业务、通信设备、通信管制政策等方面总结2004年的移动通信发展情况。     

Real Voices in the Technological Wilderness Using ethnographic methods to challenge global wireless paradigms

This paper explores the use of ethnographic research to help companies design, build, and implement products and services that meet the stated and unstated needs of consumers. Although many products enjoy an international presence in the global economy, the market is far from homogeneous. Cultural practices and beliefs strongly influence the meaning and, consequently, the usage of products. If a product is not culturally resonant, the product may not be adopted by consumers - no matter how technologically advanced or innovative the product may be. Specifically, this paper explores mobile phone, and advanced network I-mode adoption in Japan. Research methodologies used in the case study are described, including how these techniques elucidate the various social and cultural processes that influence adoption. In order to develop wireless and other mobile communication solutions that are culturally, emotionally, and technically satisfying for users, the current “ global paradigm” must be reconsidered. Incorporating anthropology into the design process is a crucial first step in helping telecommunication companies define their next generation of products and services in the mobile communications arena.     

5G网联无人机管理平台系统架构研究

无人机全球市场在过去十年中大幅增长,现在已经成为商业、政府和消费应用的重要工具。已广泛应用于电力、建筑、能源、公用事业、和农业等诸多领域,成了各国经济增长的亮点。然而受限于通信链路的带宽、延时等多方限制,低空无人机在行业中的应用发展仍受到一定制约。目前,于新一代蜂窝移动通信网络5G为网联无人机赋予的实时超高清图传、远程低时延控制、永远在线等重要能力。基于此,本文通过对基于5G网联无人机管理平台的研究,提出了5G无人机平台架构的发展与演进方向。     

Market analysis for the next‐generation mobile communications (DMB) service from the perspective of innovation adoption and diffusion

This study examines market acceptance for the satellite digital multimedia broadcasting (DMB) service, one of the touted new business models in Korea's next‐generation mobile communications service market, using adoption and diffusion of innovation as the theoretical framework. Market acceptance for the satellite DMB service was assessed by predicting the demand of the service using the Bass model, and the demand variability over time was then analysed by combining the innovation adoption model proposed by Rogers (Diffusion of Innovations (5th edn). The Free Press: New York, 2003). In our estimation of the Bass model, we derived the coefficient of innovation and the coefficient of imitation using actual diffusion data from the mobile telephone service market. We also reorganized the demand data along the diffusion timeline according to Rogers' innovation adoption model, using the responses by survey subjects concerning their respective projected time of adoption. The demand prediction model revealed that diffusion for both took place forming a classical S‐curve. Concerning variability in demand for the satellite DMB service, our findings, much in agreement with Rogers' view, indicated that demand was highly variable over time and depending on the adopter group. This study, as an attempt to measure the market acceptance for the satellite DMB service, a leading next‐generation mobile communications service product, stands out from related studies in that it estimates the nature and level of acceptance for specific customer categories, using theories of innovation adoption and diffusion and survey results conducted through one‐to‐one interviews. The findings and theoretical application procedures provide practical insights into further research on market analysis of new mobile communications service‐related products. Copyright © 2007 John Wiley & Sons, Ltd.     

Over-the-top bundled services in the Korean broadcasting and telecommunications market: Consumer preference analysis using a mixed logit model

Platform service providers in Korea and worldwide have launched over-the-top (OTT) bundled services, which increase market competitiveness. Forecasting the market expansion strategies of these providers can thus shed light on their future actions and influence government policies. In this context, this is the first study to analyze consumer preferences for bundled pay-TV and OTT services. However, due to a lack of market data availability, we conducted a discrete choice experiment and analyzed the marginal utilities of attributes using a mixed logit model. The results demonstrate that consumers expect an additional discount for pay-TV services when bundled with OTT services and that the more bundled services they currently use, the less sensitive they are to the discount rate. Furthermore, we found that OTT and TV broadcasting services have a complementary, rather than a substitute, relationship. Finally, according to a simulation analysis for the Korean broadcasting market, bundling OTT services to expand the market share of pay-TV service providers was largely ineffective.     

A performance evaluation approach for GSM-based information services

The ever increasing diffusion of mobile communications will lead to massive mobile access to the Internet. The paper focuses on the wireless application protocol (WAP) for providing mobile information services, as envisaged by the personalized access to local information and services for tourists (PALIO) project within the fifth research framework of the European Commission. In particular, we consider a global system for mobile communications (GSM) network where WAP traffic is transported by the short message service (SMS) on specific GSM signaling channels. We develop suitable traffic models for both the WAP downlink traffic and the signaling traffic. An analytical approach is described that allows evaluation of the mean transmission delay of a WAP page. Finally, a downlink traffic scheduling policy is proposed in order to reduce the delay variance so that users experience a more regular traffic behavior (service usability requirement). The theoretical derivations for the GSM-SMS scenario are general and can also be tailored for other mobile communication systems. The study allows dimensioning of both the service and the downlink signaling traffic capacity in order to fulfill quality-of-service requirements for users.     

An Analysis of Consumer Preferences among Wireless LAN and Mobile Internet Services

Wireless data communication (WDC) services are increasingly penetrating the market. The two main alternative WDC technologies are wireless LAN and mobile Internet. Services based on these technologies display differences in quality attributes such as terminal device, data transmission speed, pricing scheme and so on. How consumers choose between these two alternatives will be determined by their preferences regarding such quality attributes. In turn, their preferences will affect the evolution of WDC services and related technologies. This study employs a conjoint analysis of consumer valuations of quality attributes of wireless LAN and mobile Internet services. Respondents rate hypothetical service alternatives featuring various combinations of quality attributes. By estimating consumer willingness to pay for the attributes of WDC services, the authors predict the evolution of WDC services and related technologies along various quality dimensions, make a comparison with the results of a previous study, and draw policy implications for national‐and company‐level R&D strategies.     

A Comparative Study of Consumers’ Purchase Intention on Different Internet Platforms

The aim of this paper is to study consumers’ purchase intention on web-based and social-based B2C e-commerce platforms. This research is one of the first empirical studies to employ the Stimulus-Organism-Response Model (S-O-R Model) as a main research model. The researchers found six findings which contrast with the previous literature. First, the two-way communication tools provided by the platform are not powerful enough to significantly affect the emotional needs of online consumers. Second, the stimulus that affect user’s interpretation of online information is the two-way communication tools provided by the platform. Third, the risk perceived by a consumer in contemplating a particular purchase action does not significantly affect the emotional needs of consumers. Fourth, the stimulus that affects users’ curiosity aroused while interacting with the platform is the ability of the platform to enhance user participation in the platform’s activities. Fifth, consumers’ emotional needs significantly affect online consumers’ purchase intention. Finally, the degree of users’ attention while using the platform significantly affects consumers’ purchase intention.

     

网络时延对数据中心布局的影响研究

随着5G、移动互联网、大数据、人工智能等信息技术与经济社会各领域的深度融合,不同业务数据对传输时延提出了不同要求,低时延业务需求迅速增长,网络时延已成为用户选取数据中心的重要指标。在端到端分析数据包传输的基础上,重点研究了影响网络时延的主要因素及相应的优化措施,并提出数据中心选址的建议。     

Domain-specific innovativeness and new product adoption: A case of wearable devices

Wearable technology has recently started gaining mass market attention, but the actual adoption of the technology is not up to expectations. The current study examines the effects of consumers’ domain-specific innovativeness (DSI) on the adoption of wearable technology. In this study, consumer DSI is first conceptualized to have two dimensions namely, product-possessing innovativeness (PPI) and information-possessing innovativeness (IPI). The effects of PPI and IPI on perceived attributes of wearable technology (relative advantage, social image, aesthetics, and novelty) are then examined, which influence purchase intention. Exploratory and confirmatory factor analyses were conducted on a survey data from young consumers. Structural equation modeling was employed to evaluate the proposed research model. Results demonstrate that 1) the DSI construct must be examined in the two dimensions so that it can properly measure the nature and characteristics of DSI, 2) IPI plays an important role, having a positive effect on all four perceived attributes of IT innovations, 3) PPI has a positive effect on perceived social image and perceived novelty, and finally 4) all perceived attributes of IT innovations have a positive effect on consumers’ purchase intention of wearable devices. Implications for research and practice are discussed.     

中国3G移动通信市场热点观察

在中国决定颁发3G移动牌照后，中国3G市场成为全球关注焦点。中国电信业政策走向和市场走向取决于政府强有力的监管手段和政策引导，创新与融合成为中国移动市场尤其是3G市场的主旋律。如何规范中国移动通信市场秩序，促进公平、公正、公开的合理市场竞争，有序发展各种新业务，是发展中的市场必须要关注的问题。     

What drives Indian mobile service market: Policies or users?

Mobile telephony and its services have demonstrated direct impact on economic growth and social development. Offering users opportunities to keep pace with the rapid shifts in the mobile technology paradigm—from 1G to 2G, 3G, 4G, and now 5G—has also enabled businesses to earn appropriate returns on their investment. Existing literature has considered macro (policies) and micro factors (end-user level) in isolation to study diffusion, especially in the early phases of technology evolution. This study presents a framework which is a novel attempt to jointly evaluate the influence of macro and micro factors (i.e., governmental policies, and other market and user dynamics) on the diffusion of mobile telephony and its services in India. Developments in the Indian telecommunication sector (1997–2013) are used to develop the framework, and the recent developments (from latter half of year 2013–2018) are then used to validate the framework. The framework offers interesting insights on what drives Indian mobile service market showing interactions between the two sets of factors through a cause effect loop.     

Mobile services put in context: A Q-sort analysis

Purpose

Objective of this paper to evaluate mobile services on a limited set of characteristics, e.g. usage context, the Innovativeness of the service, efforts required of users for using the service, the usefulness of the service and the likelihood with which it will be used, in order to show that distinction between services is highly relevant for adoption and acceptance research.

Design/method/approach

In this research the mobile services are object of study and therefore an exploratory approach making use of Q-sort methodology is used.

Findings

The characteristics of the 48 services under study play an important role when judged on the five dimensions. Advanced services, explicitly exploiting the mobile nature of the services like navigation and localization, embedded in all kind of task and process related activities, stood out as the most innovative services, however these are the least likely to be used because they are expected to fit day-to-day routines and usage context the least. Easy to use services and services that fit most contexts are most likely to be used.

Practical implications

Designers of mobile services and applications have to be aware of the subtle interplay between usage context, the service or application to be designed, the ease of use. Only when all these factors are taken into account the services may have value to users.

Original value

This is one of the very few studies focused on mobile services, instead of user perception and behavior. In most research on mobile service adoption and acceptance the characteristics of services are threatened as a black box. This paper shows how relevant it is to look into characteristics of mobile services themselves.     

Wireless Future Based on Fiber

When a whole area is provided with a FTTH network for consumer communication and entertainment services it opens up a variety of possibilities and opportunities for wireless services to add connectitivity and services in the market place. Always-on connection radically change the way consumers access and work with information. This is becoming evident in markets with high penetration of high bandwidth alwas-on services such as Iceland, where about 85% of households have an Internet connection and over 60% of all households have a DSL connection for their Internet usage. When enjoying such rich connectivity in the home and workplace, the market will demand the same access to their data and services when mobile. Gudmann B. Birgisson, BSc International Marketing, Project Manager at RE's Fiber Utility. Former marketing and product manager for consumer ISP services at Siminn (Iceland Telecom). Has experience in development and marketing of ISP and content services to the consumer market. Jonatan S. Svavarsson, MSc Mechanical and Management Engineer, Director for RE's Fiber Utility. Former PriceWaterhouseCoopers consultant and partner. Has experience in management and consulting icelandic companies in an international environment.     

Differentiating between adopter categories in the uses and gratifications for Internet services

Innovation among consumers of Internet services is different from the sort of innovative activity scholars have seen in other markets and with other technology adoption processes. Understanding the characteristics that differentiate the innovative early adopters of Internet technologies and services not only aids in understanding the adoption processes of later adopters, but also informs adaptation of online commercial offerings in order to more closely match the evolving needs and requirements of the heaviest users of the venue. Internet adoption has reached critical mass, and the remaining market growth to be found by online service providers will be among late adopters. This study, based on data from a broad sample of America Online customers, operationalizes adoption behavior along a continuum of user experience levels and helps to build an understanding of the differences between innovative early adopters, the profitable mainstream majority, and laggard technological adopters.     

Forecasting demand for low earth orbit mobile satellite service in Korea

Forecasting a new service diffusion process is critical in designing marketing strategies and analyzing the costs and benefits for service providers. It is very difficult, however, in cases that data are not available. We suggest the combination of analogy and survey to forecast the demand for Low Earth Orbit (LEO) mobile satellite service in Korea. First, we analyze the diffusion of existing mobile phone service, which is similar to LEO service. The diffusion parameters for mobile phone service are then used in a model for LEO service. A survey was made on two hundred fifty‐five subscribers of existing mobile phone service in Korea. We estimate the potential market size of LEO service by applying the logit model to the survey data. Then, we forecast the annual demand for LEO service in Korea from 1998 to 2005. We also derive the price elasticity of market potential of LEO service. This revised version was published online in August 2006 with corrections to the Cover Date.     

5G专网中业务加速和业务隔离的技术方案与部署建议

行业客户通常对专网的数据安全性和网络隔离性有较高的要求,基于4G的专网难以满足需求,本文研究5G专网中业务加速和业务隔离的技术方案、实现方式、验证效果和部署建议.业务加速可为行业客户带来更好的网络体验.通过切片等手段为用户建立专用链路,进而实现业务隔离,可保障行业客户的数据安全.