SSE/EFI Working Paper Series in Business Administration
Acceptance of mobile services - insights from the Swedish market for mobile telephony
() and Kristina Heinonen
Abstract: The main purpose of the paper is to investigate young
peoples’ perspectives on mobile services in order to shed light on the
acceptance of mobile services. The knowledge of and interest in mobile
services of individuals using such services is analyzed. A second objective
is to investigate the reasons for using/not using mobile services. In-depth
focus group interviews and secondary empirical data provide the main data.
Concerning the youth’s general knowledge of and interest in mobile
services, the results point to six things: young people show a low demand
for many mobile services, there is a demand for extended, established
mobile services, like SMS, the interest in the new services vary, there is
low interest in active information search, there is little knowledge of the
enabling technology, and the understanding of the pricing is generally low.
As concerns reasons for and against usage of mobile services, results point
to four central aspects: many individuals could present clearly defined
needs for certain services, many indicated an interest in "community usage"
of mobile services, they experienced the prices of mobile services to be a
hinder for usage, and technology placed limitations on the usage. The paper
discusses practical implications on the acceptance of mobile services.
Keywords: Mobile services; mobility; focus groups; telecommunications; wireless; knowledge; (follow links to similar papers)
32 pages, October 2002
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- This paper is published as:
Heinonen, Kristina and Per Andersson, (2003), 'Swedish Mobile Market: Consumer Perceptions of Mobile Services', COMMUNICATIONS & STRATEGIES, Vol. 49, No. 1, pages 151-171
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