An Assessment of 3G Mobile Service Acceptance in Bangladesh

Abstract

This paper aims to find out the key factors influencing mobile users to adopt 3G technology and affecting the subscriber’s feedback while using third generation (3G) mobile services that are available for one year in Bangladesh. An interesting fact that motivated this research was the significant low rate of 3G service usage among mobile operators in Bangladesh though we get the completely opposite picture worldwide. To examine the user acceptance and to depict user behavioral pattern, data were collected from 200 respondents through a survey. The analysis was done into two categories: one was in general and the other one was department based. The results of the study revealed the user intention, awareness, attitude, expectation, key 3G service usage etc.The findings have future implications for existing as well as newly arrived service providers who have very recently started their journey. Considering these identified factors would provide the directions for telecom operators to achieve high rate of 3G service adoption and to provide more successful 3G services.However, the study covered a limited area where those findings are applicable. The result of this study might be helpful for the telecom operators while targeting the 3G subscriber market and also for the future research on this field.

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