Competitive factors of mobile operators' TV services in Brazil: the mass customisation option analysed

摘要

Mobile TV is growing in importance worldwide and is of special interest to mobile operators, which have been trying to gain advantage through value-added services in the current competitive environment. This research utilised the Technology Acceptance Model (TAM) from Davis et al. (1989) for a comprehension of the elements needed for users' adoption of new services of this nature. It is proposed to add a new construct for the classic TAM: mass customisation, taken from the Dynamic Stability Model of Boynton et al. (1993). Based on the technical background, field research was accomplished with 32 professionals of the four main Brazilian mobile operators to evaluate the proposed elements in terms of importance and the level of quality at which they are found in the market.