A Measurement Framework of Mobile Service Adoption

Abstract

This paper discusses conceptual definitions of mobile service users. These concepts reflect the domains of end-users having an intention to use the service or using the service in practice. This study also defines metrics that measure the adoption of mobile services. In addition, the paper investigates the estimation of costs due to mobile service adoption gaps. The paper demonstrates the use of the invented metrics with a data set collected from a sample of Finnish early-adopter smartphone users in 2007. Based on this data set, a ranking of mobile services is presented based on adoption-related success factors. In addition, the potential loss of perceived end-user value, that is due to adoption gaps, is estimated. The notable conclusion is that though most new mobile services experience significant adoption gaps, the value loss is only 10% in the long-term and 3% in the short-term, relative to the use of existing services.