An Empirical Segmentation of Users of Mobile Banking Apps

Digital technologies have squeezed the entire world into a small frame. Trade and transactions never stop, and they go where the customer is. Marketers must reinvent their strategies and toolkits to win in this hyper-connected world. Companies are creating new and improved ways for engaging and involving their consumers, and one significant tool now used by companies for these purposes is the app. Mobile phones have registered the highest growth among all technological evolutions, and mobile apps are proliferating. Apps are being used across a diverse range of industry verticals, including banking, e-commerce, travel, and tourism. This article studies a set of twenty different banking apps and segments consumers based on their adoption and usage of the apps. This article emphasizes the role of mobile technologies to change established channels and banking services, and also analyzes how the Indian banking sector has benefited from the adoption of mobile apps.     

Investigating the Drivers of Consumer Acceptance and Response of SMS Advertising

This study tests five potential drivers underlying the acceptance of SMS advertising. After developing a scale to measure behavioral responses to SMS advertising, the relationships between the acceptance of SMS advertising, intention to receive SMS advertising and behavioral responses to SMS advertising are tested. A convenience sampling method was employed. Survey questionnaires were distributed across Western Australia. The return yielded 203 usable questionnaires from the respondents. Several factors emerge as significant drivers of acceptance of SMS advertising including utility of SMS advertisements, context of SMS advertisements and attitudes to advertising in general. Contrary to expectation, control over SMS advertisements did not emerge as a significant driver for acceptance of SMS advertising. Trust in advertisers and laws did not emerge as a significant driver of the acceptance of SMS advertising among Australian respondents. Advertisers who pursue consumer acceptance should strive to build utility and context considerations into their SMS campaigns. Future research opportunities include testing the drivers of SMS advertising to further investigate the impact of control and trust on acceptance of SMS advertising in other countries where the SMS advertising has not been explored yet.     

移动学习与高校实验课程整合研究

通过对当前高校教育形式和实验课程学习特点的分析，提出将移动设备引入到高校实验课程的教学过程中。移动学习方式的引入，可以更好地适应当前高等教育形式和改革需求。文中重点论述了移动学习与实验课程整合过程中的学习资源平台建设原则和移动学习活动设计的对话框架。在实践教学过程中，该方法的应用可以更好地提高课堂教学效率，有效地延展学...     

The effects of distributive,procedural, and interactional justice on customer retention: An empirical investigation in the mobile telecom industry in Tunisia

The framework offered in this study provides empirical evidence concerning the interaction between distributive, procedural and interactional perceived justice and loyalty program satisfaction on relational satisfaction in the mobile telecommunication context. Firms that rely on justice perception for strategy implementation are able to attain customer retention. This study suggests a theoretical model of customer retention that aims at investigating the role of satisfaction with loyalty program on relationship marketing. The structural equation modeling was used to test the hypothetical relationships. A self-administrated questionnaire was distributed to a total of a convenience sample of 520 customers of multiple mobile phone companies. The target population includes customers who have subscribed to a loyalty program. Results show that distributive justice moderates the relationship between satisfaction with the loyalty program and relational satisfaction. The results highlight the need to focus on distributive justice in order to nurture satisfaction and loyalty. Satisfaction with the loyalty program is a key predictor of a satisfactory relationship with the operator and customer retention.     

IOS移动平台互动绘本的设计

绘本随着计算机软硬件的发展和无线网络技术的进步，正由纸质图书形式向数字化屏式过渡，其自身可以根据故事的画面与技术手段相结合，从而产生新的绘本形态---互动绘本。在这种应用背景的推动下，指出纸质绘本的优缺点，调查分析IOS移动平台互动绘本发展的前景与优势，从研究互动绘本的设计特征着手，探讨互动绘本设计在数字技术支撑下的设计要素与设计方法，可对互动绘本的设计与发展有所借鉴，并实现其艺术价值与市场应用价值。     

关于优化流量经营管理的思考

本文将以中国移动为研究对象,针对流量经营管理作出分析思考。     

Mapping the antecedents of telework diffusion: firm‐level evidence from Italy

Previous literature has studied telework practices predominantly from the employees' perspective rather than exploring its use at the firm level. With the objective of contributing to reducing this research gap, the relationship between firms' adoption of telework and the firms' technological, organisational and environmental contexts is explored. Data were obtained from a survey conducted between 2005 and 2009 on a sample of 1,134 Italian firms in the Piedmont region. The results show an overall increase in the diffusion of telework primarily attributable to a rise in the adoption of ‘mobile’ work rather than home‐based forms of telework. The results also show that firms that had previously adopted information systems supporting core business processes and knowledge management were more inclined to adopt telework. Telework arrangements were more widely diffused among firms facing a growing and geographically dispersed market demand, and also in the contexts of higher levels of human capital and lower capital intensity.     

How to deal with dissent among experts. Risk evaluation of EMF in a scientific dialogue

This article describes the results of a scientific discourse which aimed at exploring the reasons for differences in expert health risk assessment of radio frequency electromagnetic fields of mobile telephony.

It starts with describing the structure of the discourse. Then, the reasons for the conflicting risk assessments are discussed. Differences are due to the selection and evaluation of relevant scientific studies by applying different scientific quality standards, to the methods used for generating a research synthesis and an overall risk evaluation. Consensus could be achieved regarding the selection of and the quality requirements for the scientific studies used for risk assessment as well as their significance for risk evaluation. However, dissent remained about the synthesis of scientific evidence into an overall risk evaluation and about the relevance of the precautionary principle for risk evaluation and its implications for the risk assessment framework.

Based on the analysis of these problems, a transparent, consistent and rational procedure for risk assessment is suggested to facilitate a risk characterization which better meets the demands of policy making and the public for an appropriate risk evaluation.     

Profiling mobile TV adopters in college student populations of Korea

By profiling demographic characteristics, perceived general adoption attributes, perceived value-based adoption attributes, motivational needs, mass media use, and content interest, this exploratory study examines the nature of four categories of mobile TV adopters — current, potential, continuous non-, and discontinuous user groups. Despite the limited sample size (N = 214), there are some meaningful findings. First of all, the non-adoption rate of mobile TV of the continuous non-, and discontinuous user groups is higher than the adoption rate of the current and potential user groups. Less than half of the respondents (N = 34) who had used TV on a mobile device were unwilling to use it again in the next twelve months, and almost half of those (N = 102) did not have the intention of using it within the coming year. The results suggest that the discontinuous group seems to have been dissatisfied with the actual mobile TV use when compared with their expectations and evaluations, while the potential user group is more likely to have high expectations and positive evaluations before the adoption and use of mobile TV. All user groups were unwilling to pay the fee, despite the current and potential user groups perceiving the exceptional values. No differences were found in the personality trait of innovativeness and mass media use behaviors among the four groups.     

Strategies of Korean firms in china's high‐tech market: Striving for a new and sustainable business model

China has become a strategically important market for Korean companies. While cooperating with China is obviously important for their success and survival, a more difficult question lies in finding a new and sustainable business model applicable to China. This paper studies the current challenges and strategies of Korean Small and Medium‐sized Enterprises (SMEs) in the high‐tech market such as the mobile handset and online game industries that are trying to extend their business to China. It focuses on the issue that Korean firms face in order to find a way to survive and integrate with a rising China. By conducting an in‐depth firm level analysis, it examines their successes and failures in terms of what parts of the value chain they specialize in and how they establish a division of labor with China.