STRATEGIC PLANNING FOR MOBILE SERVICES ADOPTION AND DIFFUSION: Empirical evidence from the Danish market

摘要

This paper investigates mobile services adoption, diffusion and usage patterns in the Danish market. A similar empirical research was conducted during 2001 in Finland, Germany and Greece when mobile services were first introduced. This paper explores the impact of a set of attributes identified on that research in a more mature market context. Our objective is to confirm or reject and possibly expand the attributes that affect consumer behaviour in the long run, highlight the differences due to market evolution and observe the specific socio-economic characteristics of Danish market. We use an online survey that is based on the earlier research, but has been elaborated to address specific Danish market characteristics (e.g. the recent introduction of 3G services). The preliminary results offer indications on the evolution path of mobile services' market and highlight the accelerating adoption of mobile services.