Exploring perceptions and use of mobile services: user differences in an advancing market
International Journal of Mobile Communications
The effectiveness of targeted mobile advertising in selling mobile services: an empirical study
International Journal of Mobile Communications
Enterprise mobility: concept and examples
International Journal of Mobile Communications
Mobile customer segmentation based on smartphone measurement
Telematics and Informatics
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Mobile data services integrate handheld and Internet technologies to create new value propositions (Keen and Mackenzie 2001), in a social context, over time (Rogers 1995). Yet, this value can only be realised through new behaviours, including acquiring the enablingtechnology, learning to use it, applying it to solve problems or add value in everyday life, andcommunicating what one has learned about it to other prospective users. This article explores the recent emergence of the mobile data services phenomenon in Malaysia and Singapore, and analyses survey data from over four hundred cell phone subscribers to identify a marketing model that targets the needs of early adopters, identifies the information channels that reach various types of innovators, then examines the linkages among early adopters and other segments over time and across markets.