Exploring the mass adoption of third-generation (3G) mobile phones in Taiwan

Given that no all new mobile telecommunications technology are accepted by the mass market, this study aims to understand the mass adoption of third-generation (3G) mobile phones that is hypothesized to comprise three consumer perceptions: new technology, new service, and new handset. Based on the theoretical framework of a consumer's decision making process, an empirical study of the mass adoption of 3G mobile phones in Taiwan was conducted. This study demonstrated that perceived utility of a new mobile service was a key factor that resulted in mass adoption. Further, it was found that perceived utility of a new handset directly stimulate consumers to purchase 3G mobile phones. Perceived risk and perceived expense are not negatively correlated with intentions as hypothesized. Moreover, perceived no need was another key factor that inhibited adoption and purchase intention.     

Applying “Merger Guidelines” market definition to (de)regulatory policy: Pros and cons

Since initially presented in the 1982 Department of Justice Horizontal Merger Guidelines, market definition has been adopted nearly worldwide as a framework to see if a merger would substantially lessen competition. This framework is useful for addressing the similarly counterfactual question of whether forbearance from regulation would lead to an increase in prices. In this context, however, the usefulness of a merger-based market definition is limited. Because the alternative to forbearance is regulation, and since some regulated rates may be below competitive levels, finding that deregulation would lead to market power as defined for mergers need not justify continued regulation. Forbearance in telecommunications highlights market definition questions regarding gross vs. marginal substitutes, dynamic efficiencies, and service bundling. It also reveals ambiguities in the meaning of “geographic market.” Market definition also has limited applicability if regulation exists not to prevent high prices but the abuse of dominance through predatory pricing.     

Australian Residential Telecommunications Consumption and Substitution Patterns

Better telecommunications pricing decisions are able to be made when more complete information concerning relationships among services is available. This study analyses residential fixed-line and mobile telephony, and Internet access and usage demands in an encompassing framework. The discrete-continuous framework allows for service interaction within and between service portfolios. Model estimation is based on the examination of data collected from a country-wide survey of Australian households. In particular, observed service portfolios (household consumption patterns at prevailing access prices and estimated average service usage prices), income and demographic characteristic data are collected. These data also allow the modelling to potentially identify market segments based on income and other household characteristics.JEL Classifications: D12, L11, L69     

Between a rock and a hard place: Recession and telecoms taxation

Excessive taxation in the telecoms services sector is rarely found in developed economies as it hinders high technology investments, confines innovation and eventually impedes economic growth. Recession eventually complicates this process. In this paper the repercussions of multi-layer service taxation on the Greek mobile sector during the last five years are studied. It is found that public revenues, companies and subscribers would significantly benefit from a direct decrease of the special levy imposed on the use of mobile services today. An econometric model that links the consumption propensity of mobile voice service usage with the disposable income of the users and the price of the product is applied. The results of this research indicate that the adoption of high sector specific service taxes with the objective of increasing government revenues creates an economic distortion that lowers service usage, shrinks sector revenues, and, ultimately, jeopardizes the competitiveness of the mobile telecommunications sector.     

The transformation of the mobile telecommunications industry in Pakistan: A developing country perspective

This paper offers a rare insight into the reality of the mobile telecommunications market transformation in Pakistan. Our analytical framework treats the mobile telecommunications market as a complex socio-technical system. Specifically, we define the telecommunications market as being composed of technology standards and three sets of social actors that include government institutions, network and service providers, and users. In the case of Pakistan, these social actors together determine the adoption of standards and services, and thus shape the trajectory of the market change. Our case study provides evidence that a pro-competition policy is imperative for mobile telecommunications development in developing countries, and an independent regulator is critical in promoting technological innovation.     

Using Product Bundling to Facilitate the Adoption Process of Radical Innovations*

Generally, radical innovations are not easily adopted in the market. Potential adopters experience difficulties to comprehend and evaluate radical innovations due to their newness in terms of technology and benefits offered. Consequently, adoption intentions may remain low. This paper proposes bundling as an instrument to address these problems. More specifically, this paper examines how consumer comprehension, evaluation, and adoption intention of radical innovations may be enhanced by bundling such products with existing products. In addition, it is argued that the proposed effects are contingent upon the level of fit perceived to exist between the radical innovation and the product that accompanies it in the bundle. Furthermore, consumers' prior knowledge may affect the influence of bundling on the innovation adoption process as the interpretation of the meaning of new products may be strongly related to prior knowledge. This study therefore investigates whether consumer prior knowledge has such a moderating effect. Hypotheses are tested by means of an experimental study with three different radical innovations and distinguishing among offering the radical innovation separately, offering the radical innovation in a bundle with moderate perceived fit between the products, and offering the radical innovation in a bundle with high perceived fit between the products. Results show that product bundling enhances the new product's evaluation and adoption intention, although it does not increase comprehension of the radical innovation. Moreover, the results show that comprehension, evaluation and adoption intention of the innovation significantly decrease when consumers perceive a moderate fit between the products in a bundle. Taken together, these findings contribute to the bundling literature by showing not only that product bundling may indeed be an effective instrument to introduce a radical innovation but also that product bundling may be counterproductive when ignoring the critical role of perceived product fit as core characteristic of a product bundle. In addition, the notion that product bundling helps to enhance the evaluation and purchase intention of new and relatively complex products suggests a suitable strategy for new product managers to enhance benefits and reduce learning costs for radical innovations. Moreover, the effects of bundling on consumer appraisals of radical innovations are also shown to depend on the level of knowledge respondents possess regarding the product category of the radical innovation. More specifically, if bundled with a familiar product, novices tend to evaluate the innovative product more positively, but for experts no such effect can be detected. As such, these results provide additional specific implications for managers when introducing radical innovations in the market. Offering a radical innovation in a product bundle could be a fruitful strategy for companies that target customers with little or no prior knowledge in the product domain.     

Managing and modeling the price reduction effect in mobile telecommunications traffic

As needs for telecommunications services diversify, an increasingly wide range of services is becoming available in the market. Service price reduction is one strategy used by service providers to retain existing subscribers. A price reduction for one service, however, can affect the individual-level usage for other services. Price reductions can also be imposed on a service provider by regulation. For these reasons, understanding how price reductions affect service usage is of growing importance to the telecommunications industry for purposes of pricing and tariff development. In this paper, an individual-level usage model for telecommunications services is developed and the effects on usage of a price reduction are analyzed. The model is applied to age-stratified aggregate traffic data for a Korean mobile telecommunication service provider. Finally, a 0-1 integer programming model is proposed for choosing which market segment should be targeted with a price reduction to minimize revenue loss. These models can be applied to market segmentation and price reduction strategy.     

Mobile targeting in industrial marketing: Connecting with the right businesses

Although the existing literature has acknowledged the importance of mobile marketing, few scholars have examined the efficacy of mobile targeting. This paper contributes to the burgeoning literature on mobile targeting by investigating the effects of customer mobile habits and social capital on firm sales. Leveraging unique customer mobile browsing data from a major telecom service provider in China, we use a Bayesian SEM (structural equation modeling) approach to show that customer mobile habits and social capital exert significant influences on customers' purchase intentions. Specifically, customers who engage in more hedonic mobile behaviors, such as social networking, video browsing, and gaming are associated with a higher probability of purchasing, controlling for the usage of communications apps including messaging and emailing apps, and the usage of functional apps, such as maps, living services, and app market apps. Additionally, our research results reveal a significant positive effect of social capital on firms' sales performance. These findings offer important insights that are often missing from organizational targeting campaign designs in terms of targeting both the right customers and the right business alliance partners and enable a better understanding of managerial and decision-making implications in the context of the B2B market in general.     

To app or not to app: A business-to-business seller's decision

Although business-to-business (B2B) selling firms increasingly realize the benefits of adoption and usage of B2B mobile applications (apps), few studies examine this topic. Building on the technology organization environment and the technology acceptance model adoption frameworks, this research provides an integrative framework to identify and investigate the key determinants of B2B mobile apps for sellers that have not implemented B2B mobile apps for their buyers to use in their decision making. The results from 360 marketing executives at B2B selling firms indicate that perceived usefulness, top management support, and competitive pressure positively influence the decision to adopt B2B mobile apps in the near future. In addition, relative advantage and perceived ease of use indirectly affect adoption of B2B mobile apps through perceived usefulness. The research findings provide several theoretical and managerial implications related to B2B mobile apps adoption.     

Are OTT messaging and mobile telecommunication an interrelated market? An empirical analysis

OTT messengers such as Facebook and WhatsApp have gained wide popularity among mobile users while the traffic of text messaging is in strong decline. As such, there is a debate over whether both services are interrelated and constitute a joint product market, which has important implications for the current wave of mergers in the mobile industry and regulation policy. To the best of our knowledge, this work is the first to provide an empirical analysis of how the consumption of OTT messengers affects demand for text messaging and mobile voice services. We make use of an innovative dataset which includes very detailed information on smartphone usage in Norway and consider a novel approach to address this question which is embedded in the complexity of two-sided markets. Interestingly, our findings suggest that OTT messengers complement demand for traditional mobile telecommunication services for this context. Consequently, both markets are interrelated but do not constitute a joint market from the perspective of competition policy in Norway. Moreover, we find an explanation for why reductions of text messaging usage have been so drastic in some countries and an analogous development for mobile voice is rather unlikely. Finally, our empirical results provide a new perspective on the modelling of consumer utility in communication networks in the theoretical literature.     

手机大变局

"一夜之间,全球最成功的公司突然都成为了我们的竞争对手,这的确让我们有点儿难以置信。"说这话的是全球手机市场份额超过1/3的诺基亚公司的CEO康培凯,这家称霸手机     

Net neutrality and market power: The case of South Africa

Net neutrality rules have been implemented in many developed countries, often in response to concerns over network operator market power and potential blocking or throttling of content. However, developing countries typically have significantly lower levels of internet penetration and usage. Market power in respect of internet access looks quite different given that mobile is the predominant means of connection and there are often three or more mobile operators. In South Africa, there is a quasi-monopoly in the paid satellite broadcasting market and broadband providers zero-rating content from third parties (such as Netflix) may bring about more competition. We test the main theories of harm arising in the net neutrality debate, including network operator market power and exclusion among content providers using data on the number of announced prefixes and peers and IP addresses and considering examples of bundling and zero-rating conduct by operators. We find that net neutrality rules are less likely to be required in South Africa and other developing countries and that strict enforcement of such rules could in fact hinder competition in markets for content, telecommunications networks and other related markets.     

Investigation of factors affecting the diffusion of mobile telephone services: An empirical analysis for Vietnam

This paper analyzes the diffusion of mobile telecommunications services in Vietnam and examines how telecommunications regulation and potential substitute/complement services affect the growth of the number of mobile telephone subscribers. Using a logistic diffusion model, it is found that fixed telephone services are a complement while data services have a negative relation to mobile telephone services in Vietnam. As for regulation, the policy of introducing competition has been found to be the most effective in influencing the adoption of mobile services. Another important result is that the estimated potential market is roughly 76% of the total population. The findings suggest that suitable regulation that guarantees competition in the mobile telecommunications market in a developing country such as Vietnam is one of the most important factors for a positive diffusion process.     

The spectrum policy reform paving the way to cognitive radio enabled spectrum sharing

The increasing amount of data and video traffic carried by mobile networks has recently risen the demand for enhanced network capacity, more efficient use and more effective management of spectrum. Cognitive radio technologies candidate to respond to these urgent needs by allowing a near simultaneous band sharing. The regulation plays a crucial role in promoting the adoption of these technologies, in order to overcome the traditional paradigms of authorizations for exclusive spectrum usage. The article outlines spectrum management regimes where the implementation of frequency sharing technologies, including cognitive technologies, is foreseeable and brings them back to a comprehensive taxonomy of dynamic spectrum access and sharing models, in the effort to reconcile partially diverging approaches and nomenclatures suggested in literature. Theoretic analysis is supported by a number of illustrations and practical experiments with shared spectrum usage. Based on suggested taxonomy, the research aims at showing the evolutionary path toward the introduction and spreading of cognitive and other spectrum sharing technologies, pointing out relevant trends and instruments made available by the reform of EU Telecom Package, as well as at outlining the status of regulation, policy and standardization in Europe.     

Reducing the level of switching costs in mobile communications: The case of Mobile Number Portability

Switching costs are one of the most important economic forces that affect market competition in mobile communications. Both theoretical and empirical studies have shown that switching costs reduce market competition leading to higher prices, lower product and service quality, and lower customer welfare. Given their negative consequences, national regulatory authorities have designed policies aimed at reducing switching costs and fostering competition. One of the most important of these, in the mobile communications industry, is mobile number portability (MNP). The aim of this paper is to investigate the effect of MNP on switching costs in mobile phone services. First, a hierarchical Bayes model is proposed to measure switching costs at the customer level and to investigate the impact of MNP on them. Second, this study examines the drivers of MNP adoption by customers using a binary logit specification. The results reveal that this regulatory policy has significantly reduced the cost of switching and that MNP adoption partially depends on customer-related variables.     

Accounting for ARPU: New evidence from international panel data

Average revenue per user (ARPU) is commonly used by regulators and industry observers to compare the performance of mobile telephony markets. Under the new EU electronic communications regulatory framework, some national regulatory authorities (NRAs) have linked higher ARPU with ‘significant market power’. This paper empirically examines the determinants of ARPU in a systematic way, taking account of service quality, market environment, regulation and quantity of service. The robust results suggest that concentration may not be a reliable indicator of competition in mobile markets; there are economies of density in mobile markets; and higher GDP per capita increases ARPU.     

联想手机难逃魔咒

国产手机厂商纷纷倒下,正在不断地验证着一个魔咒:冒进者难逃厄运!和主业PC差异甚远的手机业务终于告别了联想集团。通过一系列运作,联想集团在今年1月底以1亿美元的价格将其手机业务出售给了4家私募基金Jade     

Diffusion of mobile handset features: Analysis of turning points and stages

Mobile handsets have evolved into advanced devices with a rich variety of hardware and software features enabling the use of variety of applications, networks, and services. Consequently, mobile handset features constitute an important part of the global communications infrastructure. Modelling the diffusion of mobile handsets as a product category is becoming less relevant as the market is approaching saturation especially in the developed countries. Simultaneously, the diffusion of mobile handset features is increasingly important and of interest to many stakeholders. This article analyzes and compares the diffusion patterns of mobile handset features, using a longitudinal annual dataset of the penetrations of 15 different features in Finland between 2005 and 2010. Two major turning points – the takeoff and the inflection point – as well as the durations of the diffusion stages between these points are determined. The results show large variations between different features, highlighting the significance of the introduction stage in the diffusion process. The results are useful for regulators and companies in understanding the pace of change taking place in the communications infrastructure.