Exploring mobile service adoption: A conjoint model

Value Added Services (VAS) has become a significant differentiator across the operators and has a huge impact on consumers’ usage patterns. On the other hand, mobile technologies are gaining more popularity and diffusing into every aspect of our life. These changes led to new opportunities in innovation of differentiating services. Better services will be best developed by understanding the requirements and needs of the users. In this study, our intention is to shed some light on the process of mobile service adoption and preference by investigating value added services especially for informative services. The study started with background research to identify factors determining the adoption of mobile services; then continued with qualitative studies. After these studies, an experimental study was conducted. During the experimental study, a conjoint analysis had been conducted. During conjoint analysis, product preference factors were explored. Service cost and service speed were seen as the most critical factors. During introduction part, the study and its relevance are presented with industry and literature facts. Literature Survey part provides a conceptual background including a brief review of the literature about mobile technologies, value added services, the acceptance models, diffusion of innovations, adoption research models and conjoint analysis.