Exploring the logic of mobile search

After more than a decade of development work and hopes, the usage of mobile Internet has finally taken off. Now, we are witnessing the first signs of evidence of what might become the explosion of mobile content and applications that will be shaping the (mobile) Internet of the future. Similar to the wired Internet, search will become very relevant for the usage of mobile Internet. Current research on mobile search has applied a limited set of methodologies and has also generated a narrow outcome of meaningful results. This article covers new ground, exploring the use and visions of mobile search with a users' interview-based qualitative study. Its main conclusion builds upon the hypothesis that mobile search is sensitive to a mobile logic different than today's one. First, (advanced) users ask for accessing with their mobile devices the entire Internet, rather than subsections of it. Second, success is based on new added-value applications that exploit unique mobile functionalities. The authors interpret that such mobile logic involves fundamentally the use of personalised and context-based services

Validating Perception and Use of Mobile Social Network Service: A Cross-Cultural Comparison Study

The rapid developments of Social Network Services (SNS) and mobile technology have offered opportunities to revisitseminal theories of technology use in today’s socio-technical environment. Mobile technology based SNSprovides various service channels that are highly correlated with their respective service contexts, in which culturalinfluences are omnipresent. Investigating use intention in a cross-cultural mobile SNS study implies new theoreticaldiscoveries and managerial practices. This research in progress (RIP) paper suggests that important distinctions existbetween U.S. and Chinese SNS subscribers in terms of SNS use and perceptions. Taking the perspective of SNSusers, we strive to explore the effects of cultural factors (e.g., collectivism vs. individualism) on trust formulation,degree of social awareness, and privacy concern. We examine the antecedents and consequences of legacyconstructs (e.g., technology acceptance and social capital) in SNS. This paper describes the research design to testthe research hypotheses. A triangulation methodology (i.e., qualitative and quantitative methods) is desired andproposed in the design. A discussion of research implications and business practices is also included in this RIPpaper

The Role of SMS in Mobile Data Service Diffusion in China: A Longitudinal Case Study Based on Actor-Network Theory

While Japan’s I-mode failed to be adopted in other countries and WAP also did not succeed in promoting mobile data services, a rather simple technology of SMS made its way to facilitate the growth of mobile data services in China. In this paper, we conduct a case study based on actor- network theory in order to explain 1) how mobile data services are developed and adopted in China, 2) what is the role of SMS in facilitating the development of mobile data services, and 3) what technological and social factors attribute to the adoption process of mobile data services. Drawing upon actor-network theory (ANT), this paper investigates longitudinally the driving forces fueling the development of data services in the China market. By analyzing the network structures formed by the various actors such as mobile data service providers, government departments, technical artifacts, customers, etc., we can better understand the dynamics of the mobile data service development in China and provide valuable references for the rest of the world

The Use of Digital, Social, and Mobile Media in the Retail Industry

B.A. (Bachelor of Arts

The Economic Benefits of Mobile Broadband

Mobile broadband is becoming increasingly important to national economies and the personal lives of users. However, broadband availability and adoption are not diffusing as quickly in rural areas or among certain minority groups. This article updates the rural and minority digital divide. Empirical estimations of mobile broadband provision and fixed broadband usage in the US show that rural areas have fewer providers and minorities have lower usage rates. The potential for mobile broadband to benefit rural areas through economic development and urban areas through enhancing the digital inclusion of minority communities is also examined

Location-based Marketing: the academic framework

Dissertation submitted in partial fulfillment of the requirements for the Degree of Master of Science in Geospatial Technologies.Over the last several years one could observe revolution in location-based technologies and geospatial information. Location awareness of mobile devices resulted in development of Location-Based Services (LBS) that are realization of that revolution in the most personal and contextual way. The ability to reach consumers in the highly targeted manner based on spatio-temporal criteria, attracted marketers from the early beginning of LBS creating field called Location-Based Marketing. Today decreasing prices of smartphones and wireless internet, as well as integration of location-aware mobile solutions and social media is leading to new possibilities and opportunities. The academic and professional interests of the author made him noticed that although the industry has challenged a significant development, there is lack of publications that would put an academic framework on that progress. The research has fulfilled this gap by extensive investigation of the current state of the art of Location-Based Marketing and its foundations - Location Based Services. The dissertation provides academic framework by comprehensive analysis of the Location-Based Marketing from LBS and marketing perspective. Further the thesis is addressing the issue of significant discrepancy between theoretical concepts of measurable Location-Based Social Media data and the actual data than can be legally accessed and used for marketing analysis purposes by investigation a case study of Location-Based Social Network - Foursqaure and Location-Based Analytics platform VenueLabs

Dangers of ‘Facebook Login’ for Mobile Apps: Is There a Price Tag for Social Information?

Social networks offer horizontal integration for any mobile platform providing app users with a convenient single sign-on point. Nonetheless, there are growing privacy concerns regarding its use. These vulnerabilities trigger alarm among app developers who fight for their user base: While they are happy to act on users’ information collected via social networks, they are not always willing to sacrifice their adoption rate for this goal. So far, understanding of this trade-off has remained ambiguous. To fill this gap, we employ a discrete choice experiment to explore the role of Facebook Login and investigate the impact of accompanying requests for different information items / actions in the mobile app adoption process. We quantify users’ concerns regarding these items in monetary terms. Beyond hands-on insights for providers, our study contributes to the theoretical discourse on the value of privacy in the growing world of Social Media and mobile web

LOCATION-BASED MARKETING: CONCEPTS, TECHNOLOGIES AND SERVICES

siirretty Doriast

Strategic analysis of mobile viral marketing through a holistic study in technological evolution of mobile devices

Thesis (S.M.)--Massachusetts Institute of Technology, System Design and Management Program, 2009.Cataloged from PDF version of thesis.Includes bibliographical references (p. 70-71).Rapid advancement in Electronic Communication gives rise to the popularity of Viral Marketing. Mobile Communication, in particular, offers greater potential in the utilization of this Word-of-Mouth phenomenon as a Marketing tool. Researchers have studied Viral Marketing from different perspectives, but little emphasis has been given to the unique characteristic of Mobile Communication as a platform for Viral Marketing. This thesis is therefore intended to explore this unique form of communication. Using the point of view of mobile devices, which are directly related to the users, an analysis on technological evolution in this domain was conducted to study the fit between current Mobile Viral Marketing practices and the technological parameters. To support this study, extensive literature research on Viral Marketing was conducted, along with industry analysis on Mobile Communication and sample cases of known Mobile Viral Marketing practice in the U.S. In general, the analysis found that existing Mobile Viral Marketing strategy mostly mimics the general practice of Word-of-Mouth Marketing and some aspects of this general practice are not suitable for the unique characteristic of Mobile Communication. The study on technological evolution also yielded several patterns on the key parameters of Mobile Device Technology that were used to model the future of this domain. Lastly, using the identified shortcomings of existing strategy and the future depiction of this technology domain, a strategic framework for Mobile Viral Marketing was constructed. This framework is intended to provide businesses with a forward-looking perspective in the utilization of Mobile Communication as a means to spread the words about their products or services.by Yulia Surya.S.M