Multi-screen services adoption and use-diffusion: The BEST model perspective

The second screen or the multi screen service is a hot issue in media and telecom industry, but using it is a new use behavior to the audience so that those incumbent TV companies still don't know how to hold this tech/service. The second screen or multi screen is also called over the top (OTT) service threatening the present TV ecosystem. Following last-year academia-industry cooperation to deepen research methodology- the BEST model, the research has been trying to dig how users adopt the multi-screen service through persona, TAM3 and Use-Diffusion this year. It's the first time that qualitative and quantitative methods are putted into the BEST model, and we expect these findings will help téleos and other companies related the multi-screen service know what the keys of adoption are and how to grow up the market.