1. Strategic planning for mobile services adoption and diffusion Constantiou, Damsgaard, Knutsen

2. Motivation for study To see what attributes are important for the users in adopting new mobile services Greatest benefits come only after widespread adoption The underlying assumption is that technological advances will not automatically lead to widespread use

3. Survey outline Consumer Behaviour Research Online questionaire  Denmark  722 answers  February-March 2004

4. User categorisation Mobile User have used:  MMS  email  (GPRS) Mobile Shopper have used:  banking/financial  shopping  entertainment  info/news  travel booking  ticket reservation

5. Attributes in the survey Attributes  Ease of use Interface  Security  Customer services  Price  Personalisation  Comfort of device Respond on scale 1-5

6. Hypotheses H0  Danish mobile users and mobile shoppers attach the same importance to the identified set of attributes H1  Danish mobile users and mobile shoppers attach significantly different importance to the identified set of attributes

7. Results Classification of attributes  Price is most important  Comfort of device second  Personalisation and Customer service  Security  Ease of use Interface  taken for granted on newer devices Can reject H0 only for the attribute Ease of use Interface The other attributes are pretty much equal