Factors Influencing the Design of Mobile Services

Abstract

Abstract:Due to emerging technologies and a high speed of innovation the planning and development process of mobile services is highly dynamic. Numerous failures of mobile services emphasise the need for a comprehensive analysis of all relevant influencing factors. A widely accepted understanding of the number and type of factors to be analysed during the development of mobile services does not exist. Key words:This paper provides a theory based framework that helps to identify a balanced set of relevant influencing factors. For this purpose the contribution of different scientific approaches is examined. By combining these approaches a framework for the classification is derived within a two step process. First experiences confirmed its suitability for the systematic classification of factors influencing the design of mobile services.Classification of Influencing Factors; Theory Based Classification Framework; Design of Mobile Services MOTIVATIONMobile services for end-users (e.g. messaging, navigation, yellow pages, chats) are more and more influencing our private life. The Gartner Group estimates the annual turnover for mobile services in 2005 to be more than 32 billion US$ with a rapidly growing trend in the future\ In contrast to the development of regular end-user products the development of mobile 200Michael Amberg, Jens Wehrmann and Ralf Zimmer services is characterised by a permanent and frequent appearance of new technologies. This makes the planning and development process of mobile services highly dynamic^.Potential end-users often do not recognize the added value or are not willing to pay the price for a specific mobile service. Even extensive marketing campaigns do not lead to a satisfying dissemination and revenue of a broad spectrum of mobile services. As a consequence mobile services are often not developed any further, marketing campaigns are stopped or the services are displaced.Böcker and Kotzbauer empirically verify the positive coherence between systematic planning of an innovation and its success^. Influencing factors that are not adequately considered may lead to an incomplete or incorrect specification of mobile services. As any misinterpretation affects all following phases of development, the analysis and planning process is particularly important for the design of a mobile service"^'^.To support these processes scientific approaches help to manage the existing complexity. Models that especially focus on mobile services and regard the identification of influencing factors are not established. According to this lack of suitable approaches this paper discusses different approaches for an identification of influencing factors in a two step process. Chapter 2 presents four basic dimensions for a classification of influencing factors. Chapter 3-6 discusses a sub-division for each of these dimensions. Chapter 7 summarises the results, chapter 8 gives an outlook. CLASSIFICATION OF INFLUENCING FACTORSFor a systematic planning process there is a need for a comprehensive, complete and disjunctiv...

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