Philip,
Your suggestion that the "trigger here is self-expression" corresponds
well with some of our research. Last year we studied the adoption of
regular SMS messaging, chat/flirt services, mobile payment, mobile
gaming (J2ME-based) and mobile parking services in Norway. The studies
were all based upon adding a self-expression and an enjoyment component
to the "theory of planned behavior". The most consistent influence
explaining the adoption of all these services was the self-expression
component. Even for the instrumental mobile parking services,
self-expression was found to be at least as influential as perceived
usefulness.
Reports from this research may be downloaded at
http://ikt.hia.no/perep/publications.htm
Regards,
Per E. Pedersen
Professor
Department of Information and Communication Technology
Agder University College
Ph: +47 37253219, Cell: +47 90655321
-----Original Message-----
From: keitai-l-bounce@appelsiini.net
[mailto:keitai-l-bounce@appelsiini.net] On Behalf Of Philip Sidel
Sent: 31. mai 2003 03:52
To: keitai-l@appelsiini.net
Subject: (keitai-l) Re: Usage triggers
Johan,
Not sure if you're interested in this side of the equation or not, but
we're finding in our research, that the psychogical state of the actual
user is a critical driver in MobileNet usage. For example, folks that
classify themselves as "Lonely" will have different usage patterns and
behaviors than those that classify themselves as "relaxed".
I'd recommend you look at sites like Xavel, and their Girlswalker
magazine
(http://girlswalker.com/). Although I've already posted this
information
to this list, I'm extremely impressed by their business model. They
send
out a regular mail magazine (one of Jeff's triggers, I believe), but
then
add the ability for individual users to make comments and resend out to
the
subscribing population. Ads are then attached to those self-created
messages, and the author is compensated by the number of people who
actually view thier posts and the attached ads. So the trigger here is
self-expression....maybe a lot like this list...except in the mobile
space. But the most popular (not necessarily the most prolific)
authors actually get compensated for their popularity... Maybe we could
add this capability to this list....
Or, one of my other favorites is the game Botfighters
(http://www.botfighters.com/welcome/) that Howard Rheingold talked about
in
his book Smart Mobs. They use GPS to make mobile-based games more "real
life". Very impressive, and to your point, it literally "pulls" players
in.
Anyway, I firmly believe that it's the mental state of the individual
user
that will create or respond to these triggers. So paying closer
attention
to these may be the way to really push ARPU.
--Philip
At 02:59 PM 5/30/2003 +0200, you wrote:
>Actually, I'm running the same kind of scam over here only the other
way
>around and with the help of SMS. ;) Kidding.
>
>What I'm looking for is the stimulation that occurs prior to usage of a
>mobile internet service. And I mean seconds prior to the actual
>interaction. Communication in the physical space, data being pushed to
>the handset, interaction between people (sales clerk and customer for
>example), software residing on the handset that stimulate usage of
>mobile service depending on time or something the user did (called a
>special contact in the contact book for example), et cetera.
>
>The operators in Europe won't be seeing the data ARPUs that they state
>in their prognoses unless they introduce more usage triggers, usage
>stimulation or whatever you'd like to call it. Users need to be pulled
>in to service usage.
>
>/Johan
>
> > -----Original Message-----
> > From: keitai-l-bounce@appelsiini.net
> > [mailto:keitai-l-bounce@appelsiini.net] On Behalf Of Gerhard Fasol
> > Sent: den 30 maj 2003 14:34
> > To: keitai-l@appelsiini.net
> > Subject: (keitai-l) Re: Usage triggers
> >
> >
> >
> > Johan Bengtsson wrote:
> > > Are there other triggers in the Japanese market that we in
> > Europe can
> > > learn from?
> >
> > I am not sure you want to hear this: "deai-clubs"...
> > don't know how to say in English, something like:
> > "find-a-partner-for-a-variety-of-activities-sites"
> >
> > Actually, these deai sites are not what they seem to be.
> > The other day I talked with a lady in a Starbuck, when I
> > asked her what her job was, she said "uso no shigoto", which
> > means something like "work of lies": she worked as an
> > employee of a "deai site", and her job was to be a fictional
> > girl-friend to about 30 or 40 guys, i.e. she pretended to
> > fall in love on-line with about 30-40 guys, trying to keep
> > them interested in her for as long as possible. I asked her
> > why she did that job: she saves money for a several months
> > vacation trip to the US. She had 3 or 4 girl friends along
> > doing the same job: 4 x 40 = 160 guys waiting for a BIG
> > disappointment somewhere down the line....
> >
> > So: Johan, do you like to introduce this business model in Europe?
> >
> > Gerhard
> >
---------------------------------------------------------------------
> > Gerhard Fasol, PhD Eurotechnology Japan K.
K.
> > fasol@eurotechnology.com
http://www.eurotechnology.com/
> >
---------------------------------------------------------------------
> > Find us in "IBM developerWorks" and in "Chemical &
> > Engineering News":
> > http://www->
>106.ibm.com/developerworks/wireless/library/wi-elite8.html
> > http://pubs.acs.org/cen/topstory/8049/8049bus1.html
> >
---------------------------------------------------------------------
> >
> >
> > This mail was sent to address johan@doberman.se
> > Need archives? How to unsubscribe?
> > http://www.appelsiini.net/keitai-l/
> >
> >
>
>
>This mail was sent to address psidel@iuj.ac.jp
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Philip Sidel
Assistant Professor of Marketing
The International University of Japan
Graduate School of International Management
Phone: 81-(0)25-779-1400
Fax: 81-(0)25-779-4443
Email: psidel@iuj.ac.jp
This mail was sent to address per.pedersen@nhh.no
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Received on Sat May 31 11:17:32 2003