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MOBILE SERVICES and FINNISH CONSUMERS

The Austrian Computer Society - Electronic Commerce Working Group. MOBILE SERVICES and FINNISH CONSUMERS. Joanna Carlsson IAMSR, Åbo Akademi University Vienna, 31.01.2005. OUTLINE. IAMSR MOBILE COMMERCE PROGRAMME SURVEYS 2001 – 2004 CASE FINLAND FINNISH CONSUMERS CONCLUSIONS.

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MOBILE SERVICES and FINNISH CONSUMERS

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  1. The Austrian Computer Society - Electronic Commerce Working Group MOBILE SERVICESandFINNISH CONSUMERS Joanna Carlsson IAMSR, Åbo Akademi University Vienna, 31.01.2005

  2. OUTLINE • IAMSR • MOBILE COMMERCE PROGRAMME • SURVEYS 2001 – 2004 • CASE FINLAND • FINNISH CONSUMERS • CONCLUSIONS

  3. IAMSR and MOBILE COMMERCE PROJECT

  4. IAMSR • Institute for Advanced Management Systems Research: • A research institute at Åbo Akademi University • Member of TUCS graduate school • Research programs carried out in cooperation with major Finnish companies • Theory-driven and applied research in: • approximate reasoning and fuzzy logic • real options, self-organizing maps and neural nets • interdependent multiple criteria optimisation • software agents • mobile and electronic commerce methods and technology • industry foresight methods and scenario technologies • knowledge based support systems and hyperknowledge

  5. MOBILE COMMERCE • A research programme during 2001 - 2005 • Run with a network of research and corporate partners • Research partners: • City University of Hong Kong • Delft University of Technology, Holland • Electronic Commerce Competence Center, Austria • National Consumer Research Centre, Finland • Turku School of Economics and Business Administration, Finland • University of Dallas, USA • University of Northumbria, UK • University of St. Gallen, Switzerland

  6. MOBILE COMMERCE • Objectives: • Find and identify potential customer groups for fast-growing value added mobile e-commerce • Design, develop and implement mobile e-commerce solutions for selected customer groups • Test and evaluate systems solutions for integrated production and distribution of m-commerce products and services • Design and test value added user interfaces and user support systems for mobile e-commerce users • Find value added services for customer groups and evaluate them; test the service concepts in different potential markets; find and test mobile content quality aspects; revise or redesign services

  7. SURVEYS 2001-2004

  8. EXPERT SURVEYS • Expert Survey on Mobile Commerce in Finland • Carried out in 2001 - 2004. To be repeated in 2005 • Target group: • 50 Experts and decision makers of companies operating in the following industries: • Providers of m-Commerce products and services • Providers of m-Commerce infrastructure • Providers of consulting or financing services in the area of m-Commerce • Surveys carried out with a web-questionnaire • The web-questionnaire revised annually • The annual surveys carried out also in Europe and Asia (+ USA in 2002)

  9. EXPERT SURVEYS • Focus on e.g.: • Barriers to rapid m-Commerce diffusion (for consumers) • Usage behaviour of m-Commerce consumers • Potentially successful m-Commerce products/services • m-Commerce pricing models • m-Commerce advertising models • Competitiveness of Finnish m-Commerce companies • Share of e- and m-Commerce revenues of companies’ total revenues • m-Commerce products/services portfolio • Potential “killer applications”

  10. EXPERT SURVEYS • 2001 • 31 respondents in Finland • 26 respondents in Germany • 12 respondents in France • 28 respondents in Singapore • 31 respondents in Hong Kong • 2002 • 25 respondents in Finland • 27 respondents in Austria • 40 respondents in Hong Kong • 18 respondents in USA

  11. EXPERT SURVEYS • 2003 • 18 (22) respondents in Finland • 36 respondents in Austria • 31 respondents in UK • 22 respondents in Hong Kong • 2004 • 15 respondents in Finland • 23 respondents in Germany • Switzerland (?) • Hong Kong (?)

  12. CONSUMER SURVEYS • Consumer Survey on Mobile Services in Finland • Carried out in 2002, 2003 and 2004. Random sample • Target groups: • 1000 consumers in Mainland Finland and 300 consumers in the Åland Islands: • Age between 16 - 64 • Language Finnish or Swedish • Surveys carried out with a paper-copy questionnaire • The questionnaire revised annually • Questions same/similar to the ones posed to experts → comparisons between consumer and expert surveys

  13. CONSUMER SURVEYS • Focus on e.g.: • Barriers for using m-Commerce services • Benefits for using m-Commerce services • The model(s) of the mobile device(s) in use • The time-frame for acquiring a new mobile device • The features preferred in the future mobile device • The use of the mobile device (private vs. business) • Financial aspects regarding a mobile subscription • The current use of mobile services (approx. 30 services listed) • The future use of mobile services (approx. 30 services listed)

  14. CONSUMER SURVEYS Response rates: • 2002 • MAINLAND 48,7% (499 responses, 12 rejected) • ÅLAND 61,7% (197 responses, 12 rejected) • 2003 • MAINLAND 50,2% (517 responses, 15 rejected) • ÅLAND 51,7% (166 responses, 11 rejected) • 2004 • MAINLAND 48,4% (494 responses, 10 rejected) • ÅLAND 52,3% (157 responses, 0 rejected)

  15. M-UTAUT • m-Unified Theory of Acceptance and Use of Technology –model • Testing of the model in 2004 • Target groups: • 800 medical doctors • 300 consumers in Åland: (June- July 2004) • Age between 16 - 64 • Language Finnish or Swedish • 15 ÅA Master/Doctoral students • 250 members of the ÅA personnel (planned)

  16. TEENS • Survey on Teens and Mobile Services in Finland • Carried out in 2002 • Target group: • 100 students in Turku, Finland • Age between 15 - 19 • Language Finnish • Aim of the survey: • To examine the use of SMS in communication between teens/young adults • To study the new culture - Mobile Culture - created by the teens/young adults by adapting and applying mobile services in interpersonal communication

  17. CASE FINLAND

  18. CASE FINLAND • Population of 5.2 million • Fixed telephone connections: 2.6 million in 2003 • Mobile telephone connections: 4.7 million in 2003 • > 90% of households have a mobile phone (02/2004) • Operators: • Sonera • Elisa (Radiolinja) • DNA / Finnet Verkot • Saunalahti • 150 min of calling time + 25 SMS = • 2001 33,21 € / month; 2002 31,45 € / month • 2003 31,09 € / month; 2004 30,63 € / month 3G 3G

  19. Source: EKTRY Sales to trade of mobile phones 1985 – 2004 (excl. VAT)

  20. FINNISH CONSUMERS

  21. Consumers n = 487 Female 54,0%, Male 45,2% Age: Mo 51-64 (32,9%) Education: Mo Vocational (29,2%) Occupation: Mo Clerical (27,5%) Device?: Yes (88,9%) Usage: Mo More/only for personal use (72,8%) Device in use: GSM (88,7%) WAP (6,7%) More advanced (4,6%) Changing for a new device: Yes (63,6%), No (36,4%) When: in ≤ 1 year (57,0%) Features: GSM 50,7% n=267 Don’t know 24,7% n=267 GPRS 9,0% n=267 2002 Mo = Mode

  22. Consumers n = 502 Female 57,7%, Male 42,3% Age: Mo 36-50 (34,1%) Education: Mo Vocational (23,2%) Occupation: Mo Clerical (29,6%) Device?: Yes (89,0%) Usage: Mo More/only for personal use (75,1%) Device in use: GSM (57,8%) WAP (20,1%) More advanced (22,1%) Changing / buying for a new device: Yes (36,0%), No (54,6%) When: ≤ 1 year (62,3%) Features (n=305) : Colour display 18,4%, Digital camera 13,4%, GPRS 9,8%, (N.B. n = nr of responses, not respondents) 2003 Mo = Mode

  23. Consumers n = 484 Female 55,1%, Male 44,9% Age: Mo 36-50 (33,1%) Education: Mo Vocational (30,1%) Socio-Economic group: Mo Manual work (31,9%) Device?: Yes (91,3%) Usage: Mo More/only for personal use (72,3%) Device in use: GSM (51,0%) WAP (12,7%) More advanced (36,3%) Acquiring a new device in 6 months time: Yes (25,7%), No (74,3%) Features (n=241) : Basic functions (SMS + calling feature) 21,6% Colour display 19,9% Camera 14,1% (N.B. n = nr of responses, not respondents) 2004 Mo = Mode

  24. CS 2002 • . BARRIERS

  25. CS 2003 • . BARRIERS

  26. CS 2004 • . BARRIERS

  27. CS 2002 • . BENEFITS

  28. CS 2003 • . BENEFITS

  29. CS 2004 • . BENEFITS

  30. CS 2002 • Top 3 m-products/services • SMS 90,2%(n = 420) • Ring tones & icons 52,5%(n = 415) • Routine m-banking 18,5% (n = 416) Expert survey 2001 Finland “How do you evaluate the likelihood of firms achieving a satisfactory level of revenue for the following m Commerce services in the next 18 months? 5=Very good, 1=Poor“ • Experts: SMS 4.23 (n = 31) • Experts: entertainment (games) 3.87 (n = 31) • Experts: personalized information 3.48 (n = 31) • Experts: m-banking 3.45 (n = 31) √ √

  31. CS 2003 • Top 3 m-products/services • SMS 96,2%(n = 425) • Ring tones 68,3%(n = 417) • Icons & logos 66,0% (n = 418) • [Routine m-banking 34,9% (n = 415)] Expert survey 2002 Finland “How do you evaluate the likelihood of firms achieving a satisfactory level of revenue for the following m Commerce services in the next 18 months? 5=Very good, 1=Poor“ • Experts: SMS 4.04 (n = 25) • Experts: entertainment – games 4.04 (n = 25) • Experts: ring tones & icons 3.88 (n = 25) • Experts: chat 3.80 (n = 25) √ √

  32. CS 2004 • Top 3 m-products/services • SMS 96,1%(n = 438) • Search services (address, tel.) 62,8%(n = 422) • Icons & logos 58,3% (n = 424) • Routine m-banking 12,0% (n = 425) Expert survey 2003 Finland “How do you evaluate the likelihood of firms achieving a satisfactory level of revenue for the following m Commerce services in the next 18 months? 5=Very good, 1=Poor“ • Experts: SMS 4.28 (n = 18) • Experts: entertainment - games 4.06 (n = 18) • Experts: ring tones 3.94 (n = 18) √

  33. CONCLUSION

  34. BARRIERS CS 2002-4 • 2002 • High operating costs 3.95 • High initial costs 3.81 • Limited capacity of m/ds 3.77 (n=409-413) • 2003 • High operating costs 3.38 • High initial costs 3.33 • Limited capacity of m/ds 3.06 (n=399-414) • 2004 • High operating costs 3.26 • High initial costs 3.21 • Limited capacity of m/ds 2.98 (n=416-433)

  35. BENEFITS CS 2002-4 • 2002 • Enhanced communication features 3.74 • Flexibility (anywhere, anytime) 3.73 • Convenience and handiness 3.40 (n=410-418) • 2003 • Flexibility regarding time 3.76 • Flexibility regarding place 3.75 • Wireless feature of a m/d 3.66 (n=371-376) • 2004 • Flexibility regarding place 4.04 • Flexibility regarding time 4.00 • Wireless feature of a m/d 3.70 (n=418-426)

  36. 2002 • Top 3 m-products/services • SMS 90,2%(n = 420) • Ring tones & icons 52,5%(n = 415) • Routine m-banking 18,5% (n = 416) • Would use – SMS 79,3% (n = 314) • Would use – routine m-banking 53,8% (n = 364) • Would use – GPS-based location 52,0% (n = 375)

  37. 2003 • Top 3 m-products/services • SMS 96,2%(n = 425) • Ring tones 68,3%(n = 417) • Icons & logos 66,0% (n = 418) • [Routine m-banking 34,9% (n = 415)] • Would use – SMS 91,6% (n = 381) • Would use – mEmail 55,7% (n = 406) • Would use – checking flight/train timetables 52,6% (n = 405)

  38. 2004 • Top 3 m-products/services • SMS 96,1%(n = 438) • Search services (address, tel.) 62,8%(n = 422) • Icons & logos 58,3% (n = 424) • [Routine m-banking 12,0% (n = 425)] • Would use – SMS 86,7% (n = 407) • Would use – search services 59,2% (n = 414) • Would use – mEmail 49,3% (n = 418)

  39. CS 2003

  40. CS 2004

  41. ADOPTION CU@4! Perceived ease of use Adoption of mobile services Perceived usefulness New possibilities

  42. THANK YOU!

  43. INFORMATION • Professor Pirkko Walden • Pirkko.Walden@abo.fi • Professor Christer Carlsson • Christer.Carlsson@abo.fi • Joanna Carlsson • jcarlsso@abo.fi • Recent articles • http://www.hicss.org • Mobile Commerce project news • http://iamsr.abo.fi

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