A database-centred approach to the development of new mobile service concepts

Abstract

This paper proposes a database–centred approach to the systematic development of new mobile service concepts. Keyword vectors are first constructed by applying text mining to the collected mobile application documents. Alternative mobile service concepts are generated by employing morphological analysis to the keyword vectors. Subsequently, by applying conjoint analysis, a portfolio matrix is constructed to evaluate and manage the newly derived mobile service concepts. The working of the proposed approach is provided with the help of a case study of mobile game service concept development by analysing the Apple App Store. The proposed approach can supplement the shortcomings of customer–centred approaches, and it is expected to help service managers and designers in the actual development of new mobile service concepts.

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