Configuring the Mobile User: Sociological and Industry Views
Personal and Ubiquitous Computing
HICSS '02 Proceedings of the 35th Annual Hawaii International Conference on System Sciences (HICSS'02)-Volume 3 - Volume 3
Understanding the Foundation of Mobile Content Quality A Presentation of a New Research Field
HICSS '03 Proceedings of the 36th Annual Hawaii International Conference on System Sciences (HICSS'03) - Track 3 - Volume 3
Mobile Entertainment: Review and Redefine
ICMB '05 Proceedings of the International Conference on Mobile Business
Factors Influencing the Adoption of Mobile Entertainment: Empirical Evidence from a Malaysian Survey
ICMB '05 Proceedings of the International Conference on Mobile Business
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It is only recently that industry has begun to broaden its views of the mobile consumers to include deeper understanding of users' behaviour. Predictions of increasing revenue from mobile entertainment services in the future depend ultimately on the successful development and the satisfaction of an end-user market rather than technical development. The youth are the most fertile groups for absorbing and incorporating the changes in mobile communications development. Malaysians are ready for more new mobile entertainment services. This was revealed by a survey conducted by the authors, involving 384 youth (18 to 25 years old) across urban areas of Peninsula Malaysia. The prior research examined the factors influencing the diffusion of mobile entertainment in Malaysia. The key finding revealed that the diffusion of mobile entertainment in Malaysia relies heavily on consumers' perceived benefit of such services. This study aims to extend the prior research by understanding the correlations between these factors, namely perceived benefit; issues pertaining to pricing, product and technological standardization, peers and community as well as privacy and security. The relationship between these factors was investigated using Pearson correlation analysis. Results of the survey show that there are strong positive correlations between all the variables, with pricing issue - perceived benefit showing the strongest relationship. This paper aims to provide an extensive study on the relationships between the drivers and barriers that could be used to derive architecture for entertainment service provision to serve as a guide for telcos to outline suitable approaches in order to encourage mass market adoption of mobile entertainment services in Malaysia.