Introduction to Mobile Value Services, Mobile Business and Mobile Cloud Minitrack

Student's perceptions towards the adoption of mobile money services in Nigeria was carried out to find out why there was a low adoption of mobile money services among the students despite its huge benefits. The main objective was to examine the relationship between students' perceptions and adoption of mobile money services. The study was based on Social Cognitive Theory by Bandura, 1989. A survey method was adopted. The sampling technique was purposive sampling, the sample size of 400. Bio-data was analyzed with descriptive statistics while multiple regressions were used to test the hypotheses. The result shows that Reciprocal determinism has a positive significant relationship with the adoption of mobile money services (β=.098, t= 2.392, p<.354). Forethought capacity had no statistically significant relationship on the adoption of mobile money services (β=.023, t= .631, p<.528). Vicarious capacity has a positive significant relationship with the adoption of mobile money services (β=.163, t= 5.036, p<.000). Self-reflective capacity has a positive significant relationship with the adoption of mobile money services (β=.619, t= 12.488, p<.000). Self-regulatory capacity has a positive significant relationship with the adoption of MMS (β=.059, t= 1.702, p=.089). Mobile money operators should endeavor to create awareness that is based on informing the students on the success and benefit of the system, the government should provide enabling the environment for mobile money services to work effectively in all the universities in Nigeria. University authorities should hence fort ensure that students pay their tuition fees and other fees through mobile money services. JEL: E51, O55, D14 Article visualizations:

Purpose The purpose of this paper is to identify enablers and inhibitors to the adoption of mobile internet services by socioeconomically disadvantaged people: an understudied population adversely affected by digital inequality. Design/methodology/approach A qualitative study combining a questionnaire and semi-structured interviews. In total, 32 socioeconomically disadvantaged people explored mobile lottery services and subsequently were asked a series of semi-structured questions about their perceptions of the technology. Findings Users’ attitudes toward mobile internet services were ambivalent. They experienced some advantages of smartphones (including escaping spatiotemporal constrains, fashionableness, privacy, and cost-effectiveness) and conceived of mobile internet services in terms of social advantages (including their ubiquitous nature, fitting in socially and fear of being “left behind”). However, they also experienced barriers and concerns, such as limited mobile data packages, external barriers from mobile services (including security concerns, complex online help tutorials, irrelevant pop-ups, and a lack of personalized services) and internal psychological barriers (including technophobia, self-concept, and habitus). Research limitations/implications The findings are of limited generalizability due to the small size of the sample. However, the study has implications for understanding the acceptance of technology among socioeconomically disadvantaged people. Social implications The study has social implications for bridging digital inequality in terms of socioeconomic status. Originality/value While previous studies have primarily focused on enablers of adopting mobile internet services by active users, this study reveals both the promise of and the barriers to the use of such services by inactive users who comprise an under-served population.

Many case examples in the mobile market have shown that the success of mobile services is difficult to predict. Different factors either boost or hinder the adoption of mobile services. The present chapter has covered earlier research on mobile service adoption and utilized a unique handset-based research platform in collecting data from 548 Finnish smartphone users in 2006. The main research goal is to understand the process of mobile service adoption by extracting new kinds of data straight from handsets. In addition to descriptive results, a path analysis model is developed that models the mobile service adoption process. The chapter finds that user intentions have a strong impact on consequent adoption of the service, expectedly. What is more, perceived hedonic benefits from the service are the strongest factor driving intentions to use the service. The perceived technical capability to use the service and the role of the surrounding social network do not drive the intentions of early-adopter users. Interestingly multimedia service adoption is driven by more capable (new) handsets, and mobile web browsing benefits significantly from block or flat-rate (instead of usage-based) pricing plans for transmitted data. The chapter develops several indices that measure time-varying characteristics of mobile services. Calculated indices for a set of mobile services suggest that the studied mobile services are currently experiencing different phases in their life cycle.

Media freedom encourages development of society, leading to growing and sustainable democracies and healthy social, political, and economic engagement Mobile news services (MNSs) are one means to reach out to citizens to share news and provide citizens with a forum to critique and voice opinion. Current findings suggest that there is minimal research and understanding of the adoption of these mobile news services. The purpose of this study was to propose and validate a theoretical framework that articulates factors influencing the adoption of mobile news services in South Africa. A review of the literature on mobile news services and technology adoption helped to identify potential factors. Multiple interpretive case studies were conducted to understand the adoption of mobile news services within the local context. Thematic analysis supported the identification of key influencing factors of MNS adoption. The resultant MNS adoption model offers new insight in the adoption of mobile news services in terms of social factors, attributes of adopters and attributes of innovation. The results are also useful to mobile news service providers, designers, and developers, in their endeavour to satisfy distinct news consumer's needs.

Purpose – The purpose of this paper is to develop and empirically examine a comprehensive model describing the effects of perceived characteristics of mobile coupon services on attitudes and the effects of personal innovativeness and subjective norm (SN) on behavioral intention (BI) to use such services. Gender differences in the process of mobile coupon service adoption were also investigated. Design/methodology/approach – The online survey was distributed to US adult consumers (age 19 and over) recruited through an online sampling service company. A total of 657 useable responses were obtained. Findings – The results showed that in general, compatibility and enjoyment are stronger determinants of attitudes toward mobile coupon adoption than ease of use and usefulness of mobile coupon services. Innovativeness and SN showed strong effects on BI to use mobile coupon services. Furthermore, the results demonstrated gender differences in the relative strength of perceived characteristics that affect attitudes toward mobile coupon services. Enjoyment and usefulness of mobile coupons appear to be more important for females than males while perceived ease of use is a stronger determinant for males. Originality/value – The results of this study furthers understanding of the commercial use of mobile coupons by providing insights into the factors determining consumer adoption of such mobile services.

The evaporation of dramatic growth forecasts for mobile data services highlights the need for greater understanding of user’s behavior, needs and attitudes to technology, as well as their environment and other contextual factors. By examining sectors where a value proposition for mobile data services has been identified and yet adoption rates have varied, we discuss requirements for uptake to occur in specific sectors. Adoption of mobile data services refers to organizational-related solutions as well as service innovations related to the product or service delivered to end-users who in these cases include customers, patients, and students. Using frameworks for innovation diffusion, we examine promising mobile services in the areas of health, construction, and education. The underlying behavioral, cultural, and economic factors affecting demand for mobile technology in these markets is investigated. This exploratory research contributes to theory-building for understanding technology adoption from the user’s context.

PurposeThis paper aims to investigate the effect of factors that inhibit adoption of mobile payments service in India.Design/methodology/approachBased on the extant literature on mobile payment service and other related literature, factors were identified that drive consumer resistance toward its adoption. It engaged “innovation resistance theory” framework for understanding consumer resistance. The framework addressed five categories of barriers, namely, usage, value, risk, image and tradition that lead to negative perception of innovation, and therefore, induces positive impact on its resistance. Additionally, the study considered a few lesser investigated barriers (habitual use of cash, surveillance, technology) for the study, thus extending the existing theoretical framework. Hypotheses were framed, field data were collected and then analyzed using multivariate techniques.FindingsFew interesting observations were made from the study. Usage, image and value barriers hindered adoption of mobile payment service. In case of men, usage, value and image were the primary barriers. For women, usage, image, habitual use of cash and technology acted as barriers that curbed mobile payments service adoption. Additionally, except risk, tradition and surveillance barriers, relationships of all other constructs with adoption intention were moderated by gender.Research limitations/implicationsThis research was limited to the views of the urban population in India who used mobile payments service. The results may vary across geographical contexts because of culture or socioeconomic differences.Practical implicationsThe growth of mobile payment service has remained sluggish in India despite high levels of digitization. The study results will offer valuable insights to the Indian business managers and policymakers to identify what action plan needs to be instituted to make mobile payments service more attractive and acceptable to users.Originality/valueThis empirical study extended and tested the classical innovation resistance theory framework by adding three less studied barriers (surveillance, habitual use of cash and technology) in a developing nation, thus enriching the current literature on consumer resistance toward mobile payments. It also examined the moderating effect of gender on mobile payments service adoption.

Along with the popularity of mobile devices and advances in wireless technology, mobile services have become more and more prevalent. To the best of knowledge, despite the potential importance of lifestyle, little research has been performed on the effect of various lifestyle factors on mobile services diffusion, particularly in the Chinese context. This study examines the relationship between the lifestyles of Chinese consumers and the adoption of mobile services. Based on a sample of 313 respondents from the biggest city in central China, one can show that consumers with different lifestyles have different preferences related to a number of the identified mobile services. Furthermore, Chinese consumers are clustered into four lifestyle segments by two dimensions: the quality-awareness fashionable dimension and the economical dimension. The findings demonstrate that the quality-awareness fashionable dimension has stronger impact than the economical dimension toward the adoption of all the five types of mobile services.

In today's world, financial technology (FinTech) has become an integral part of everyday life, significantly changing the way people interact with financial services. One of the most dynamically developing industries is mobile payment services. They provide a fast, convenient and secure way to carry out financial transactions through mobile devices. However, despite the rapid spread of mobile payment services, there are a number of problems and challenges associated with their development and promotion on the market. The purpose of the study is to analyze the development of mobile payment services in the context of FinTech, as well as to develop effective marketing strategies for promoting these products on the market. The object of the study is mobile payment services as an innovative segment of FinTech and their marketing in the modern market, namely aspects related to the development, implementation, promotion and use of mobile payment services. Scientific publications and monographic editions, magazine articles and materials of scientific and practical conferences became the methodological basis of the research. Content analysis of scientific periodicals was used during the research; comparative critical analysis of existing approaches and methods of analysis of financial stability and tax burden; statistical methods of analysis. The main hypothesis of the research is that effective marketing strategies focused on technological innovation, personalization of user experience and taking into account the cultural characteristics of markets significantly increase the adoption and use of mobile payment services among consumers. Summary of the main material. Innovative technologies and platforms based on the concept of embedded finance and their potential to change and transform the financial sphere are highlighted. The technological, economic and regulatory aspects of the use of embedded finance are analyzed, and the key challenges and opportunities associated with their application are identified. As a result of the study, it is established that integrated finance can become a significant factor in accelerating the innovative development of the financial sector, improving the quality of financial services, and ensuring greater accessibility and efficiency in the provision of financial products and services. Originality and practical significance. The originality of the scientific article lies in the comprehensive approach to the study of mobile payment services through the prism of marketing strategies in the FinTech sector. Despite the considerable interest in the technological aspects of mobile payments, the issues of effective marketing of these products remain less studied. The practical significance of the article is that the research results can be used by both FinTech companies and marketing specialists to improve their strategies and increase the efficiency of mobile payment services. Conclusions and prospects for further research. The analysis showed that the introduction of the latest technologies, such as blockchain, artificial intelligence and biometric authentication methods, significantly increases the security and convenience of mobile payment services, which contributes to their popularization among consumers. The combination of technological innovation, personalization and cultural adaptation in marketing strategies is the key to successful promotion of mobile payment services. Further research is needed to assess the long-term consequences of introducing new technologies into mobile payment services. Particular attention should be paid to data security and confidentiality.

This study investigates the adoption of mobile information services at a Norwegian university. By expanding the Technology Acceptance Model (TAM), a new research model, known as the mobile services acceptance model (MSAM), is proposed. Based on the research model, seven research hypotheses are presented. The proposed research model and research hypotheses were empirically tested using data collected from a survey of users of a mobile service, extended Mobile Student Information Systems (eMSIS), at a Norwegian university. The findings indicate that the fitness of the research model is good. Support was also found for the seven research hypotheses. Among the factors, the personal initiatives and characteristics has the strongest influence on the intention to use eMSIS.

Mobile services put in context: A Q-sort analysis

Incorporating customer empowerment in mobile health

Wireless communication systems are one kind of EIS (Enterprise Information Systems) for mobile carriers. One of the major applications of wireless communication systems is to provide mobile data services to subscribers. Why do subscribers use mobile data services? The answer is crucial to the improvement of wireless communication systems. This study applies TAM (Technology Acceptance Model) and mobile subscriber experience factors to predict subscriber’s acceptance of mobile data services. The proposed model was empirically evaluated using survey data collected from 802 mobile subscribers. The results reveal that subscribers’ perceived ease-of-use and innovation experience are the main reasons to influence their intention of using mobile data services, subscribers’ perceived usefulness and brand experience are the key factors to change their attitude toward using mobile data services. Overall, considered direct and indirect effects, subscribers’ voice experience and innovation experience are the most important factors influencing their intention of using mobile data services. The implication and the future work of this study are discussed.

PurposeThe purpose of this paper is to analyze the business potential of mobile video services in China via the case study of M‐Vzone.com. It answers two research questions: what are the important factors that affect the adoption of mobile video services for individuals and enterprises? How much the value was added along the mobile video service chain and how were the benefits are realized?Design/methodology/approachGrounded in traditional technology adoption and information diffusion theories, the paper uses an exploratory research approach, including interviews and further analysis from published sources.FindingsThe authors' analysis suggests that three key factors contributed to the success of m‐commerce in the Chinese context: stronger customer relationship management; enhanced video/operation performance; and easier access to resources. From post‐investigation of the results, the authors also found that small‐ to mid‐sized Chinese owners showed a shift from an imitative to an incremental innovative mode of business thinking and practice.Originality/valueThis is the first study that examines mobile video commerce from a business and innovation perspective in China, to the best of the authors' knowledge. The paper investigates opinions from stakeholders directly involved in a mobile video web site and conducts a detailed analysis on the related value chain network. The findings will be of interest to decision makers in the mobile industry, especially those from small‐ to medium‐sized companies searching for an effective way toward service innovation. The paper can serve as a good foundation for future research into mobile service adoption and service innovation topics.

In the literature on mobile commerce service adoption, aggregate diffusion issues or technology issues are usually the focus. However; a comparison of the slow adoption of WAP services in Europe with the successful adoption of comparable I-mode services in Japan and technologically simple SMS-based services in Scandinavia, suggests that aggregate and technology-based models are insufficient to explain the mobile commerce adoption process. We suggest that alternative explanations may be found in both the business models at the supply side and in the individual end-users behavior at the demand side of the mobile commerce value chain. We focus on this demand side issue, and consider the adoption requirements of mobile commerce end-users. A triangulation of three perspectives on the mobile commerce end-user is suggested to understand and explain the end-user adoption process. The three perspectives view the end-user as a technology user, a consumer and a network member, respectively. The three perspectives are combined in a common framework. With each perspective follows relevant theories, models and methodologies. We also suggest applying the framework to design evaluation guidelines that can be used by service providers, operators and terminal producers to evaluate and predict end-user adoption of mobile commerce services in 3G and later mobile technologies.