Scandinavian Working Papers in Business Administration

SSE/EFI Working Paper Series in Business Administration,
Stockholm School of Economics

No 2002:16: Acceptance of mobile services - insights from the Swedish market for mobile telephony

Per Andersson () and Kristina Heinonen ()
Additional contact information
Per Andersson: Dept. of Business Administration, Stockholm School of Economics, Postal: Stockholm School of Economics, P.O. Box 6501, SE-113 83 Stockholm, Sweden
Kristina Heinonen: CERS Center for Relationship Marketing and Service Management, Postal: Swedish School of Economics, P.O. Box 479, FIN-00101 Helsinki, Finland

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

32 pages, October 2002

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Published as
Kristina Heinonen 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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