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Harnessing the potential of mBusiness has proved significantly more difficult that initially expected. Despite high rates of diffusion and acceptance of mobile devices, there has only been modest uptake of mobile content services. Many of the early visions of mBusiness focused on the capabilities of technology whereas commercial success depends on the value derived from the application of technology by customers or users. This paper outlines an alternative approach to setting visions that is grounded in understanding of users' appropriation of technology. The approach is illustrated through analysis of the drivers of mobile content services. Some of the implications of applying this approach are outlined and future areas for research are indicated.