A Consumer Perspective on Mobile Market Evolution

In 2007 (Mazzoni, Castaldi, Addeo) we performed a wide research on consumer behavior in the Italian mobile communication market. Using a multidimensional segmentation approach, we identified three consumer clusters according to lifestyles, mobile phone use motivations and product attributes. One of the most interesting finding was that two clusters out of three were characterized by a minor propensity to an integrated and service-oriented use of mobile communication. In other words, some consumers conceived mobile phone not only as a simple communication devices, but more like a technologically advanced multipurpose tool. In mid-2000s Italian mobile companies and operators tried to push mobile communication market toward an integrated use, mostly relying on videophone communication. Although videophone communication had a very low impact on mobile market, integrated and service oriented use of cellular phones are becoming more and more the pillars of mobile communication market. Considering that the mobile communication market changes quickly under the spur of many technological innovations, new challenges or opportunities stem from the exploitation of innovations in mobile devices. The service economy (Fuchs, 1968; Gustafsson & Johnson, 2003), that implies the shift of manufacturers from goods selling to services delivering, is one of those challenges for mobile industry. Mainly since 2007, with the iPhone introduction, the “servitization” (Vandermerwe & Rada, 1988) has been an extending trend (Neely, 2007) among the mobile phones suppliers as they try to mix in their offerings either good and service, integrating phone devices with increasing software and applications. In a supplier perspective, this shift has an important impact on economical aspects, in term of cash-flows growth, or additional revenues - those streaming from selling more complementary services for products. Nevertheless, servitization also brings implications in the operation management, in the innovation strategy and compels providers to revise their business model also. But what is happening in the consumer perspective? A mass-market product like the mobile phone becomes extremely customizable by the complementary services that can be integrated into it: software updating allows customers to entail the mobile phone functionality on their unique needs. Analyzing the consumer perspective through the adoption of a behavior model above outlined (Mazzoni, 1995) and already applied and tested into the exploration of mobile market (Mazzoni, Castaldi, Addeo, 2007), this chapter aims - through a literature review - to understand how changes in the offerings can affect the three dimensions: lifestyles, use motivations and product attributes. Particularly, if shifts in product attributes are clear and evident, the chapter aims to consider the impact in the way in which customer’s expectations, needs and use of mobile phones are transforming

Research-Based on Telecommunication in Mobile Service Provider's Performance using Enhanced Naive Bayes Classifier

In recent years, mobile service providers have rapidly expanded across all countries. Considering unpredictable development trends, mobile service providers are essential to knowledge-based service businesses. Performance may be improved by creating and disseminating new information through innovation activities based on the usage of business intelligence. This research examined the performance of mobile service providers across all countries utilizing an enhanced Naive Bayes classifier based on telecommunication. In comparison to quantitative variables, the naive Bayes performs quite well. In the beginning, data is collected and the normalization technique is used for data preprocessing. Feature extraction is carried out using “Term Frequency and Inverse Document Frequency (TF-IDF)”. “Decision Tree algorithm” is used for data analysis. Then the feature is selected using a two-stage Markov blanket algorithm. Enhanced Naïve Bayes Classifier is the proposed algorithm for telecommunication analysis and at last, the performance of the system is analyzed. This proposed algorithm is used to compare the mobile service provider's performances with existing algorithms. The proposed method measures the following metrics as Throughput, Packet loss, Packet duplication, and User quality of experience. The proposed algorithm is more effective and produces better results.&nbsp

An empirical study on the factors influencing customers satisfaction among mobile phone users at the University of Benghazi in Libya

The company needs an achievement for business continuously in order to sure the satisfaction of customer every day. This is targeting refer to the group whether individual or organizations. The purpose of this study is to understand the effect between customer relationship management (CRM) information systems, service quality, reliability and tangibles on customer satisfaction in the Libyan mobile telecommunication services and also this sector is highly competitive. In addition, the purpose of this research is to gain the knowledge customer relationship management information systems. This is an empirical study using mainly primary data collected through a well-structured questionnaire. This study carried out by covering 132 of customers who using a mobile phone. The results indicate that all of the four hypotheses tested are supported. There is a positive impact and significant relationship between the customer satisfaction and customer relationship management (CRM) information systems, service quality, reliability and tangibles. In conclusion, the present study has its own limitation since this research is only conducted in master program students at Benghazi University in Libya. Therefore the finding of the study is unable to be generalizing for the whole population of hand phone users in Libya as the sample size is considered small

A Comparative Study of Customer Preferences for Telecommunication Technologies in Pakistan

The telecommunication industry is a huge and ever-growing industry and it is contributing dominantly to the economy in terms of revenue generation and being one of the biggest taxpayers to the government. Telecommunication is now considered to be a basic necessity. In this paper, a study has been conducted to know the customer preferences of telecommunication technologies in Lahore, Pakistan, and also to compare different customer preferences for telecommunication technologies. From the results of our study, we have concluded that there is a great variation among people in terms of their usage of mobile phones and internet services. Furthermore, results regarding the relationship between the socio-demographic characteristics and the preference towards specific telephony and internet service providers have also been analyzed. This work is unique when the scenario of Pakistan is considered. No such study has been conducted in Pakistan to know the customer preferences in Pakistan. Some recommendations for the telecommunication operators have also been discussed which can help to know their customer needs in a better fashion

The effect of technology disruption on organisational health: mediating effect of competence adequacy and moderating effect of innovation capacity and competence building

As a world’s fastest growing telecommunication market, India is undergoing evolutionary changes in telecommunication technologies. Rapidly changing communication technology has been posing innumerable challenges to the telecommunication companies in India for adequate skill availability and at the same time significantly changing competence requirements. The recognition of competence adequacy as a key factor to sustain organizational health in an increasingly competitive telecommunication sector has opened up several possibilities of competence based research. The study examined the inverse effect of technology disruption on competence adequacy and subsequently on the organizational health. Further, the organization’s intervention to competence building and innovation capacity was also put through the moderating tests as balancing factors. Knowledge Evolution Theory underpins this study framework to highlight the competence issues caused by technology disruption. This quantitative study was conducted in India among four leading Telecommunication firms. An online questionnaire was administered to managers from the firms who were selected using stratified random sampling. The eight hypotheses of this study were tested with Structural Equation Modelling using AMOS software. The results of the study found significant positive effects of competence adequacy, innovation capacity and competence building on organisational health. Secondly, technology disruption was found to have significant negative relationship with both competence adequacy and organisational health. In addition, the interaction of competence building and innovation capacity on the path of technology disruption and competence adequacy significantly moderated the relationship and finally, competence adequacy was found to have a significant mediating effect on the relationship between technology disruption and organisational health. The study provides new directions to the practising human resource professionals to improve the competence adequacy in high technology industries especially among telecommunication companies. The results of the study also highlights the widening technology skill gap present in telecommunication industry in India. The findings of this study also have pointed out the importance of innovation capacity as balancing factor in technology firms in the wake of evolutionary changes in telecommunication technology

Disclosing the role of IT Suppliers as Digital Innovation enablers for SMEs: a strategy analysis of the European IT Sales Channel

As Information Technologies (IT) play a growingly strategic role in several industries, Small and Medium Enterprises (SMEs) adopt IT solutions to trigger Digital Innovation supporting their processes and improving their products and services. SMEs' scarce resources and inadequate IT competencies forces them to demand support from IT suppliers in the IT adoption and Digital Innovation journey, however, little attention was paid to the business models and strategies of IT suppliers in the academic and professional literature, and SMEs find it difficult to assess and select IT suppliers that best responds to their needs and aims. This study's goal is to provide a detailed picture of the IT Sales Channel and its players in the European market. A classification framework is proposed and eleven different business models are identified. The study leverages multiple case studies relying on semi-standardized interviews with Chief Executive Officers and Marketing Managers of leading European IT suppliers

Digital marketing actions that achieve a better attraction and loyalty of users: an analytical study

Currently, the digital economy contributes decisively to an increase in competitiveness, especially as a digital transformation involves migrating to new technological models where digital marketing is a key part of growth and user loyalty strategies. Internet and Digital Marketing have become important factors in campaigns, which attract and retain Internet users. This study aims to identify the main ways in which users can be gained and retained by using Digital Marketing. The Delphi method with in-depth interviews was the methodology used in this study. The results of the research show the most important actions for achieving user recruitment and loyalty with Digital Marketing from the opinions of consulted experts. The limitations of this study are those related to the number of experts included in the study, and the number of research papers consulted in the literature review. The literature review and the results of this research are used to propose new solid research with a consolidated critical methodology. This research deals with a new approach that will optimize web technologies for the evolution of user trends, and therefore, will be of academic and professional use for marketing managers and web solution developers. The conclusions of the investigation show the key factors, discarding others that do not affect the optimization of conversions in B2C businesses such as the duration of the session and the rebound percentage. Likewise, the results of the research identify the specific actions that must be carried out to attract and retain users in B2C companies that use the Digital Marketing ecosystem on the Internet. The requirements for companies that wish to implement a model to optimize conversions using the current digital economy are also shown.info:eu-repo/semantics/publishedVersio

The antecedents of e-learning adoption within Italian corporate universities: A comparative case study

The implementation of Information and Communication Technologies (ICT) in business education appears to be influenced by a number of organizational issues, such as culture and technological sophistication. However, extant research has had very little to say about the antecedents that shape the adoption and diffusion of ICT across companies. In order to shed light on the phenomenon under investigation, this paper presents a comparative case study between five Italian companies that have instituted a corporate university. By distinguishing companies in typical cases and deviant cases with regard to the extensive use of e-learning technologies, our findings provide some useful insights about the antecedents that make companies more or less prone to employ the new frontiers of technology in their CUs

Internet Interconnection Techno-economics: A Proposal for Assured Quality Services and Business Models

The Internet is constructed by means of complex business interconnection agreements among multiple networks. However, the most commonly used agreements do not contain explicit Quality of Service reference. In this study a business rationale for Assured Service Quality (ASQ) inter-network services is presented and potential business models for their realization are proposed and analyzed. It is argued that ASQ products and business models could greatly enhance the health of the Internet interconnection ecosystem. A business model design framework that encompasses the key strategic decisions that would enable ASQ provisioning and generic collaboration is also provided. This framework is then elaborated using a number of off-net content delivery scenarios. Conclusions are hence drawn on the role of ASQ and ASQ-driven business models for the sustainable development of the "Future Internet"

A strategic Analysis of the European Companies in the ICT Sales Channel

The strategic role of Information and Communication Technologies (ICT) is growing in various companies. Small and Medium Enterprises (SMEs) adopt ICT solutions to support their processes and to improve their products and services. Because of SMEs’ scarce resources and inadequate ICT competencies, they need support from ICT suppliers in the ICT adoption process. Little attention has been paid to the business models and strategies of ICT suppliers in the academic and professional literature, and SMEs find it difficult to determine the characteristics of available ICT suppliers and to choose the supplier that best responds to their needs and aims. The goal of this paper is to provide a detailed picture of the ICT sales channel and its players in the European market. A classification framework is proposed and eleven different business models are identified. The paper is based on a case study methodology that included 53 semi‐standardized interviews with CEOs (Chief Executive Officers) and marketing and communications managers at leading European ICT suppliers coupled with the literature review