The Sleeping Giant - A Longitudinal Study Surveying the Mobile Service Market in Finland

Pirkko Walden · Shengnan Han · Christer P. O. Carlsson · Péter Majlender

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Technology Adoption and User Behaviour ICT Impact and Policies Innovation Diffusion and Forecasting

Abstract

Foresight scenarios indicated already in the late 1990es that mobile commerce would become a mainstream business with the growing number of mobile phones in the world; the estimate now is that we will reach 3 billion mobile phones by 2008. The reasoning is simple: with a global technology platform and growing numbers of developed mobile services, mobile commerce will become a huge industry. The future development of mobile technology will rely on mobile services and the use of mobile services will be an integral part of the revenues to be generated by third generation mobile phones. This scenario is now hampered as the adoption of new mobile services has been much slower than expected, especially in Europe. Basic services such as SMS, ring tones, icons and logos are still the most popular services. Several reasons have been suggested for the slow adoption rate, ranging from cultural issues to business models. In this paper we are focusing on the Finnish market, where there are several reasons to suggest that a rapid adoption could take place, including a relatively long history of mobile services, low costs, positive attitudes to the use of high technology and rather a good supply of mobile services. We are presenting results from a longitudinal study covering the years 2003, 2004, 2005 and 2006 where we for each year worked with a random sample of 1000 consumers; as the response rate was very high (close to 50% each year) the samples have been shown to be representative of the Finnish consumers. Some of the results are rather surprising and we will try to explain some identifiable reasons for the discrepancies between mobile services offered and mobile services actually used.

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References

2003Adoption of WAP-enabled mobile phones among Internet users 2003Understanding mobile handheld device use and adoption 2002VALUE CREATION IN MOBILE COMMERCE: FINDINGS FROM A CONSUMER SURVEY 2006Barriers and drivers in the adoption of current and future mobile services in Finland 2003The marketing of 3G 2006Adoption of 3G+ services in Finland 2003Introduction to the Special Issue: Mobile Business: Technological Pluralism, Social Assimilation, and Growth 2005M-Service Expectancies and Attitudes: Linkages and Effects of First Impressions

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