Using big data for customer centric marketing

This chapter deliberates on “big data” and provides a short overview of business intelligence and emerging analytics. It underlines the importance of data for customer-centricity in marketing. This contribution contends that businesses ought to engage in marketing automation tools and apply them to create relevant, targeted customer experiences. Today’s business increasingly rely on digital media and mobile technologies as on-demand, real-time marketing has become more personalised than ever. Therefore, companies and brands are striving to nurture fruitful and long lasting relationships with customers. In a nutshell, this chapter explains why companies should recognise the value of data analysis and mobile applications as tools that drive consumer insights and engagement. It suggests that a strategic approach to big data could drive consumer preferences and may also help to improve the organisational performance.peer-reviewe

Exploring value co-creation within buyer-seller relationship in mobile applications services : a model development

Mobile phones have become an indispensable part of consumers’ life where they access core and supporting services via mobile applications services (m-applications). The focus of the present study is to explore dyadic buyer-seller roles in m-applications services’ value creation taking mobile banking applications services (MB-applications) as a case study. While prior research on value co-creation in service dominant logic (S-d logic) serves as a foundation for this study, it does not provide adequate guidance on how buyer and seller co-create value in m-applications services.To address this shortcoming, semi-structured interviews were carried out with 12 banks’ officials in banks’ headquarters of Saudi Arabia. Also, six focus groups were conducted; three with MB-application services users and three with non-users which were held in Riyadh College of Technology (RCT). In addition, a content analysis of MB-applications services was conducted to support suppliers’ perspectives regarding value propositions (service offering). A conceptual framework is developed for managing co-creation to illustrate practical application of the framework.The findings pointed to six factors that shape shape service suppliers’ ability to offer and deliver value via MB-applications, namely; brand image building, bank’s business vision, customer culture-orientation, bank’s internal environment, information technology system and positioning strategy. These factors combine to establish a value proposition for banks’ customers in the MB-applications services domain.Customer’s value creation as value in-use during usage emerged in different usage situations. A value framework incorporating value consumptions (Sheth et al., 1991a) is proposed. It identifies the main value-adding elements in m-applications and the primary drivers for adopting m-applications. Findings revealed that bank managers attempted to support customers’ value creation, which was reflected in MB-application content. However, support was constrained by some insufficient assumptions about customers and the m-commerce architecture. Factors that impede MB-applications use include consumers’ banking habits, perceived risk (security and privacy); usability hindrance, marketing and promotion, technical problems, and socio-cultural barriers. Implications are drawn for service delivery value perception and mobile marketing theory, and recommendations are made to service suppliers and commercial banks to achieve sustained returns of investment from MB-applications services

The future of exchanging value: uncovering new ways of spending

The explosion of new technology and virtual currencies is changing where, when and how people and business exchange value. The report also demonstrates that while the future of payments is uncertain, the availability of internet connectivity and the mass adoption of mobile devices will impact the payments industry and incumbent payments providers. The phenomenal uptake and usage of mobile devices – and the easy accessibility of mobile payments technology – means today’s consumers are more mobile in their transactions and have a wealth of options available regarding where, when and how they make purchasing decisions. The future of exchanging value – Uncovering new ways of spending explores how the emergence of a new generation of payment solutions and business models is changing the payments landscape. Organisations that look beyond traditional payments platforms and simplify the purchasing process by having the right payments solutions available at the right place and at the right time can gain a competitive advantage. The report also demonstrates that while the future of payments is uncertain, the availability of internet connectivity and the mass adoption of mobile devices will impact the payments industry and incumbent payments providers

Enterprise App Adoption: An investigation of the key factors that affect the adoption of mobile apps by Commercial Bankers at a financial services organisation

The purpose of this study is to examine the key factors that affect the adoption of mobile enterprise applications by Commercial Bankers. A review of technology acceptance literature relating to mobile apps for employees found that there was a lack of qualitative studies in this area. A phenomenological approach was used for this qualitative research. Ten semi-structured interviews were conducted to deeply explore the participants' point of view, feelings and perspectives about mobile apps. The findings of the interviews confirmed three key advantages to using mobile apps as part of the participant’s employment: time saving, better customer conversations and faster decision-making. The data analysis isolated five key barriers: poor quality data, perceived value, ease of use, reduced customer understanding and mobile devices characteristics. Organisations wishing to speed the adoption of mobile apps by their employees should evaluate the importance and significance of these five identified barriers to adoption, and plan how to overcome them

Towards NFC payments using a lightweight architecture for the Web of Things

The Web (and Internet) of Things has seen the rapid emergence of new protocols and standards, which provide for innovative models of interaction for applications. One such model fostered by the Web of Things (WoT) ecosystem is that of contactless interaction between devices. Near Field Communication (NFC) technology is one such enabler of contactless interactions. Contactless technology for the WoT requires all parties to agree one common definition and implementation and, in this paper, we propose a new lightweight architecture for the WoT, based on RESTful approaches. We show how the proposed architecture supports the concept of a mobile wallet, enabling users to make secure payments employing NFC technology with their mobile devices. In so doing, we argue that the vision of the WoT is brought a step closer to fruition

Drivers and Barriers of Mobile Commerce: The Role of Consumers’ Personal Innovativeness

Mobile commerce (m-commerce) has experienced rapid growth in recent years, gaining importance in both academia and industry. However, extant literature has paid little attention to how m-commerce value is shaped, particularly in emerging economies. This study develops a framework of m-commerce value by studying its determinants. These comprise of the benefit: ubiquity (time convenience and accessibility), and barriers to m-commerce: perceived risk (financial risk /performance risk), and perceived cost. Moreover, this research investigates the moderating role of personal innovativeness on the relationship between the drivers/barriers and value. The findings of the empirical survey-based study in emerging m-commerce economies reveal a positive impact of ubiquity on value, while risk and cost have a negative influence. Furthermore, innovativeness was found to moderate the relationships between the determinants and value, apart from that between cost and value. The results further show that value positively affects actual usage and is enhanced by consumer innovativeness

Understanding and conceptualising the adoption, use and diffusion of mobile banking in older adults: A research agenda and conceptual framework

Mobile banking has become increasingly important to society; however, not all members of society adopt and/or use it as much as others: older adults, the disabled and lower-income families remain behind in their use and adoption of this service. This finding helped us recognise a research gap and led us to form our primary aim: to understand and explain the factors that influence the adoption, use and diffusion of mobile banking among one of those groups in particular, older adults, in the UK. To form a theoretical understanding, this paper presents a comprehensive review of the surrounding literature in the area and proposes a conceptual framework that can be used for future research. The implications of this research for academia and businesses are also provided in this paper

Evidence-informed regulatory practice: an adaptive response, 2005‑15

Overview: In this occasional paper, the ACMA reflects on its regulatory practice over the past 10 years; specifically, the role of research in evidence-informed decision-making and regulation. It looks at how the ACMA has used research in an environment of ongoing change to document and build evidence, inform public debate about regulation, and build capability among our stakeholders to make communications and media work in Australia’s national interest

Challenges and opportunities of implementing a ,mobile bank in Portugal by Altice Group

This research intends to provide a deeper overview of the market challenges and opportunities of establishing a mobile bank in Portugal by Altice Group, through the investigation of the main forces that are disrupting the industry, combining with a market research through an online questionnaire that adds evidence in those findings and provides deeper view of the Portuguese market. With this research the company is able to understand how it can add value to the industry and which future business model is proposed

Customer’s acceptance, usage and M-satisfaction of Mobile Hotel Reservation Apps (MHRA) / Mohd Noor Ismawi Ismail...[et al.]

This conceptual paper aims to explore the relationship between customer acceptance and the usage of Mobile Hotel Reservation Apps (MHRA) on Mobile satisfaction (M-satisfaction). The MHRA booking is the latest booking channel offered by the hoteliers in favor of mobility and service failures exposed by the traditional method of room booking. Nonetheless, the actual usage and the success of this app have not been explored yet. The Unified Theory of Acceptance and Use of Technology (UTAUT2) was adopted as the underpinning theory of this study. The UTAUT2 framework was modified by incorporating Msatisfaction as the dependent variable. Seven propositions were suggested based on the literature review