1 / 10

Christine von Seelen Schou Industrial PhD Telenor and University of Copenhagen, MCC

Christine von Seelen Schou Industrial PhD Telenor and University of Copenhagen, MCC Smartphones – relevance and diffusion 2011-2014. network operator. end user. handset manufacturer. operating system. OTT services. A RARE MOMENT IN TIME

carina
Download Presentation

Christine von Seelen Schou Industrial PhD Telenor and University of Copenhagen, MCC

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Christine von Seelen Schou Industrial PhD Telenor and University of Copenhagen, MCC Smartphones – relevance and diffusion 2011-2014

  2. network operator end user handset manufacturer operating system OTT services • A RARE MOMENT IN TIME • All stakeholders are interdependent – for better and for worse • No positions are exclusive or sacred and no standards • New and unprecedented alliances are established BUT established collaboration are also broken/altered • Wifi services – who and where? A possible 5th stakeholder?

  3. methodology user behavior explore and evaluate possible sources and methods uncover and understand user behavior and motives for smartphone users possible commercialization of findings development of future research design for media studies (incl. mobile industry) • TWO MAIN OBJECTIVES • The project has a two-sided objective since both fields are inadequately explored

  4. Brutto sampling of 4 selected TN segments (out of 8). Cluster analysis of customer data 1 Qualitative observation and interview Sample: 12-16 4 (segment 1) 2 Analysis + selection criteria for qualitative informants 3 (segment 2) (segment 3) Application reporting smart phone behaviour Email invitation Netto sample: 500 18y+ (segment 4) • FIELDWORK PROCESS • Sample NOT representative – neither regarding market nor demographics

  5. “..correlation supersedes causation, and science can advance even without coherent models, unified theories, or really any mechanistic explanation at all.” (Anderson, 2008)

  6. Cleaning data where to begin? What is the possible sources for flaws? (handset, OS, service, network etc) cf KBJ: Lost, found and made You don’t know what you don’t find!

  7. Only way forward is a semistructured iterative process of exploration and hypothesis testing

  8. What does the patterns and behaviour uncovered from the behavioural data actually represent? People do this, therefore this is what they want?! To what extent is it a picture of failed interaction and negative user experience rather than a reflection of the user’s ideal use of a smartphone? What is the relation between high and low frequency usage and user experience and value? What are the criteria for being valuable (relevant) – are there other criteria than positive user experience – for example reciprocal interdependence? And is it even possible to be innovative and ahead of NEW customer needs without asking why? • ASKING WHY – AND THE RISK OF NOT ASKING

  9. Medium theory Potential services Diffusion process of (new) services (Diffusion Theory) No awareness, no diffusion 1. Awareness No relevance, no diffusion 2. Relevance assesment (Relevance Theory) Error, no diffusion 3. Trial and error 4. Evaluation Experience not relevant, no diffusion service is continously evaluated always at risk of being rejected • THE VALUE OF AN ANALYTICAL FRAMEWORK • Describing and understanding the diffusion process and underlying motives over time • Diffusion of innovations (Rogers) and Relevance Theory (Sperber & Wilson) 5. Accept & DIFFUSION!

  10. Methodological cross paradigm and theoretical understanding of human behaviour and reasoning has always been preferable in the process of trying to understand ‘why’ – and it still is!

More Related