BY

IOANNA D. CONSTANTIOU, JAN DAMSGAARD,

AND LARS KNUTSEN

The Four Incremental Steps

Toward ADVANCED MOBILE

SERVICE ADOPTION
Exploring mobile device user adoption patterns and
market segmentation.

The mobile phone is a multipurpose device. In addition to transmitting voice communication it can provide a number of other functions
and services. A good example of the differentiation from voice services
is the Short text Messages Service (SMS). Other examples of more
advanced use include mobile banking, taking and sharing pictures and
videos, and using the Internet. This transformation process is similar
to the evolution of computers: what originally was a number-crunching machine is now a multimedia information and communication
device.
During the last decade we have experienced the proclaimed failure of Wireless
Application Protocol (WAP), consecutive
revisions of third-generation (3G) mobile
technologys diffusion forecasts, and a
slow actual 3G uptake in Western markets. Consequently, both academics and
practitioners emphasize that technological
advances and service availability do not
automatically lead to widespread adop-

tion and use [1, 3, 4]. Besides, in the

roadmaps of future research on mobile
market there are repeated calls for investigating factors that predict or explain
adoption, acceptance, and use of mobile
services [2, 7, 9]. Interestingly, the geographic areas in which these calls have
mainly originated are Europe and the
U.S., suggesting these foci are of particular significance in markets that have not

COMMUNICATIONS OF THE ACM June 2007/Vol. 50, No. 6

51

kept pace with mobile service revolutions occurring in other national settings such as Japan and
South Korea.
Vis--vis traditional diffusion-curve research,
which operates under the stringent assumptions of
an invariant unit of innovation and a definable
population of potential adopters [8, 10], the
mobile services market presents different scenarios
[5]. Multiple mobile services with different scaling
properties can be diffused as a result of the deployment of several devices and other services, thus
vivid reinvention can be present.
Diffusion of innovation theory seeks to explain
and predict the rate of adoption in a user population. Factors that have been found to influence
adoption rate include: adopter characteristics,
social networks, communication process, promoters strategies, and innovation attributes such as triability, relative advantage, compatibility,
observability, and complexity [8]. Additionally,
this theory is based on the assumption that an
innovation is superior to old products/services and
thus it will eventually replace them (similar to the
transition from the use of horses to tractors in
farming). Mobile services are different. Adoption
of a new mobile service does not automatically lead
to abandonment of the previous ones. Instead, new
mobile services are adopted in addition to existing
ones due to complementarities. Furthermore,
many mobile services are not valuable if used in
isolation due to network effects [6] (for example,
SMS is a service that only has value if others use it
too, but it represents little value to the first
adopters). However, for most innovations,
adopters can be classified into distinct categories
that relate to demographics. This enables technology providers to focus development and marketing
efforts on particular segments.
In this article, we utilize a reverse approach, and
use espoused behavior to identify groups that are
distinct, yet in the same dimension. We suggest it
is critical not only to identify core characteristics
among different adopter types in terms of their
degree of innovativeness, but also to determine
user categories based on their behavior and how
differences in technology and service use yield variations in their requirements and attitudes. We take
a learning perspective based on the assumptions
that: technology and service use is not completely
random but evolves over time as people learn and
technology matures; technology and service adoption requires and instantiates behavioral change in
incremental steps; technology and service requirements provide indications on behavioral change
52

June 2007/Vol. 50, No. 6 COMMUNICATIONS OF THE ACM

paths; and a multiplicity of behaviors may coexist

in relation to a mobile product-service offering.
This article presents results from a survey conducted in the Danish mobile communications
market.1 Demark is among the most advanced
European countries in mobile communications
(Denmark maintains the top ranking of e-readiness, a measure developed by the Economist Intelligence Unit2) and represents a very competitive
market (for example, nine mobile operators resulting in extensive price wars on contracts for SMS
and voice services). Thus, we believe this is a useful example of a country in which we can investigate emerging trends in mobile services and usage
patterns that may be prominent and repeated in
other Western markets.
We conducted statistical analysis to identify:
mobile user categories; key characteristics in technology and service use that differentiate the categories; and differences among the categories in
terms of end-user requirements. We propose a categorization of mobile users exploring congruencies
and differences in demographics, technology and
service use, and technology-service requirements.
This is expected to reduce the problems of the
individual-blame bias [8] as it opens for categorizing users based on behavioral-requirements differences and not only on their predispositions
whether to adopt.
Our study contributes to academic and practical
research on mobile services adoption and use on
two separate accounts. The survey data can be utilized beyond categorization of user segments based
on demographic variables and assessing degrees of
innovativeness: by exploring current use among a
sample of mobile users in Denmark, we can also
identify migration paths within the overall diffusion of mobile communications. In addition, we
demonstrate a connection between the user as a
user of technology and as a user of mobile services
and that this connection can be of significant
importance for understanding the adoption of
mobile services.
CATEGORIES OF MOBILE USERS
In most European countries, a mobile user must
subscribe to GPRS network services in order to uti1

The survey instrument included 43 questions organized in different categories including mobile services adoption diffusion and use, technology use, and demographics. The
sample consisted of 1,103 respondents that completed the survey. The survey instrument is available at the Mobiconomy Web site under Activities:
www.mobiconomy.dk.
2
Economist Intelligence Unit (EIU), The 2006 Rankings. A white paper from the
Economist Intelligence Unit (2006); http://graphics.eiu.com/files/ad_pdfs/
2006Ereadiness_Ranking_WP.pdf.

lize Multimedia Message Service (MMS) or new minutes. Writers and surfers send less than 20 SMS,
mobile services (such as those offered through while photographers send more than 20 SMS
mobile portals). Thus, mobile users can be broadly weekly. In addition, photographers use MMS occadivided into GPRS and non-GPRS subscribers. sionally, while the majority of surfers use it less than
These two groups can be
five times weekly. It
further distinguished in
seems that SMS remains
Talkers-adopters of voice services only
terms of mobile coma prominent communica4%
Writers-adopters of SMS in addition
6%
to voice
33%
munications
services
tion means and MMS has
use. The non-GPRS
not taken over yet. MorePhotographers-adopters of MMS
and camera-related services in addition
subscribers can be subdiover, proposed categoto voice and SMS
56%
vided into those using
rization is supported by
Surfers-adopters of GPRS data services
in addition to SMS, MMS and voice
only voice services and
the significant differences
those using SMS in
among groups on selfFigure 1. Categories of assessment of innovativeness, perceived usefulness,
addition to voice sermobile users according to the
vices. For the GPRSsurvey data. and intention to use mobile services (see Figure 2).
enabled subscribers, a
The most important perceived benefit from
similar distinction is made between one
group that fig
mobile
communications for all groups is improveConstantiou
1 (6/07)
uses only MMS but no other data-based services ment of personal relationships with peers. If we
and another group using such services in addition to combine this observation with findings on relatively
MMS. Both of the latter groups also use voice and low voice service and rather high SMS uses,
SMS. Accordingly, four
it appears the mobile
categories are delineated
device is perceived as a
Talkers Writers Photographers Surfers
(see Figure 1).
contact-enabling tool
Gender
male
82%
58%
59%
92%
female
18%
42%
41%
8%
Under the categorizathat allows connectivity
>50
42%
14%
9%
10%
tion scheme shown in Age
and communications
50-41
34%
16%
12%
7%
Figure 1, talkers have
anywhere and anytime.
40-31
18%
24%
27%
37%
30-20
5%
45%
49%
37%
taken one primary learnThis is also supported by
<20
0%
1%
3%
10%
ing step related to Education Primary &
the second most impor42%
34%
39%
27%
mobile communications
tant benefit, which is
Secondary
Tertiary
37%
36%
33%
27%
use, writers, photogservices make me accesQuaternary
21%
30%
29%
46%
raphers and surfers Occupation Private sector 53% 28%
sible anywhere and any33%
42%
Students
7%
43%
44%
34%
have experienced one,
time. Furthermore, the
Semi public or
40%
29%
23%
24%
two, and three addimonthly payment for
public sectors
tional transformations Monthly <3.500 ?
talkers and writers is less
19%
41%
38%
29%
30%
34%
in their behavior respec- Household 3.500 ?-8.000 ? 38% 31%
than 10 euros whereas
Income
> 8.000 ?
25%
15%
16%
25%
tively. Mobile users
for photographers and
No response
18%
13%
16%
12%
advance one step at a
surfers the range is
Table 1. Demographics of between 15 and 30 euros, while the main reason for
time and migration
mobile users.
evolves in stages.
choosing a mobile operator is low price.

table
1 (6/07)
MOBILE USERS PROFILE AND SERVICEConstantiou
USE
MOBILE
USERS DEVICE REQUIREMENTS
The demographics of the four categories are pre- Experience with mobile devices may affect adoption
sented in Table 1. Talkers are mainly middle-aged and use of specific services. There is significant difmen with at least a high school education, working ference in years of experience with mobile devices
in the private sector; writers and photographers are since talkers and surfers have more than six years,
mainly students; and surfers are mainly men in their whereas writers and photographers have less than six
early thirties working in the private sector.
years of experience. This result may relate to the
The proposed categorization is based on the use observation that the latter two groups mainly
of mobile communications services and we investi- include younger people (such as students). With
gate the groups behavior according to the survey respect to the current device used for both talkers
data. There is a significant difference in daily use of and writers is more than one but less than two years
voice services between the groups: for talkers and old, whereas for the other two groups less than one
writers it is less than five minutes, whereas for pho- year.
tographers and surfers it ranges between five and 10
Technology-service features of mobile devices
COMMUNICATIONS OF THE ACM June 2007/Vol. 50, No. 6

53

kept pace with mobile service revolutions occurring in other national settings such as Japan and
South Korea.
Vis--vis traditional diffusion-curve research,
which operates under the stringent assumptions of
an invariant unit of innovation and a definable
population of potential adopters [8, 10], the
mobile services market presents different scenarios
[5]. Multiple mobile services with different scaling
properties can be diffused as a result of the deployment of several devices and other services, thus
vivid reinvention can be present.
Diffusion of innovation theory seeks to explain
and predict the rate of adoption in a user population. Factors that have been found to influence
adoption rate include: adopter characteristics,
social networks, communication process, promoters strategies, and innovation attributes such as triability, relative advantage, compatibility,
observability, and complexity [8]. Additionally,
this theory is based on the assumption that an
innovation is superior to old products/services and
thus it will eventually replace them (similar to the
transition from the use of horses to tractors in
farming). Mobile services are different. Adoption
of a new mobile service does not automatically lead
to abandonment of the previous ones. Instead, new
mobile services are adopted in addition to existing
ones due to complementarities. Furthermore,
many mobile services are not valuable if used in
isolation due to network effects [6] (for example,
SMS is a service that only has value if others use it
too, but it represents little value to the first
adopters). However, for most innovations,
adopters can be classified into distinct categories
that relate to demographics. This enables technology providers to focus development and marketing
efforts on particular segments.
In this article, we utilize a reverse approach, and
use espoused behavior to identify groups that are
distinct, yet in the same dimension. We suggest it
is critical not only to identify core characteristics
among different adopter types in terms of their
degree of innovativeness, but also to determine
user categories based on their behavior and how
differences in technology and service use yield variations in their requirements and attitudes. We take
a learning perspective based on the assumptions
that: technology and service use is not completely
random but evolves over time as people learn and
technology matures; technology and service adoption requires and instantiates behavioral change in
incremental steps; technology and service requirements provide indications on behavioral change
52

June 2007/Vol. 50, No. 6 COMMUNICATIONS OF THE ACM

paths; and a multiplicity of behaviors may coexist

in relation to a mobile product-service offering.
This article presents results from a survey conducted in the Danish mobile communications
market.1 Demark is among the most advanced
European countries in mobile communications
(Denmark maintains the top ranking of e-readiness, a measure developed by the Economist Intelligence Unit2) and represents a very competitive
market (for example, nine mobile operators resulting in extensive price wars on contracts for SMS
and voice services). Thus, we believe this is a useful example of a country in which we can investigate emerging trends in mobile services and usage
patterns that may be prominent and repeated in
other Western markets.
We conducted statistical analysis to identify:
mobile user categories; key characteristics in technology and service use that differentiate the categories; and differences among the categories in
terms of end-user requirements. We propose a categorization of mobile users exploring congruencies
and differences in demographics, technology and
service use, and technology-service requirements.
This is expected to reduce the problems of the
individual-blame bias [8] as it opens for categorizing users based on behavioral-requirements differences and not only on their predispositions
whether to adopt.
Our study contributes to academic and practical
research on mobile services adoption and use on
two separate accounts. The survey data can be utilized beyond categorization of user segments based
on demographic variables and assessing degrees of
innovativeness: by exploring current use among a
sample of mobile users in Denmark, we can also
identify migration paths within the overall diffusion of mobile communications. In addition, we
demonstrate a connection between the user as a
user of technology and as a user of mobile services
and that this connection can be of significant
importance for understanding the adoption of
mobile services.
CATEGORIES OF MOBILE USERS
In most European countries, a mobile user must
subscribe to GPRS network services in order to uti1

The survey instrument included 43 questions organized in different categories including mobile services adoption diffusion and use, technology use, and demographics. The
sample consisted of 1,103 respondents that completed the survey. The survey instrument is available at the Mobiconomy Web site under Activities:
www.mobiconomy.dk.
2
Economist Intelligence Unit (EIU), The 2006 Rankings. A white paper from the
Economist Intelligence Unit (2006); http://graphics.eiu.com/files/ad_pdfs/
2006Ereadiness_Ranking_WP.pdf.

lize Multimedia Message Service (MMS) or new minutes. Writers and surfers send less than 20 SMS,
mobile services (such as those offered through while photographers send more than 20 SMS
mobile portals). Thus, mobile users can be broadly weekly. In addition, photographers use MMS occadivided into GPRS and non-GPRS subscribers. sionally, while the majority of surfers use it less than
These two groups can be
five times weekly. It
further distinguished in
seems that SMS remains
Talkers-adopters of voice services only
terms of mobile coma prominent communica4%
Writers-adopters of SMS in addition
6%
to voice
33%
munications
services
tion means and MMS has
use. The non-GPRS
not taken over yet. MorePhotographers-adopters of MMS
and camera-related services in addition
subscribers can be subdiover, proposed categoto voice and SMS
56%
vided into those using
rization is supported by
Surfers-adopters of GPRS data services
in addition to SMS, MMS and voice
only voice services and
the significant differences
those using SMS in
among groups on selfFigure 1. Categories of assessment of innovativeness, perceived usefulness,
addition to voice sermobile users according to the
vices. For the GPRSsurvey data. and intention to use mobile services (see Figure 2).
enabled subscribers, a
The most important perceived benefit from
similar distinction is made between one
group that fig
mobile
communications for all groups is improveConstantiou
1 (6/07)
uses only MMS but no other data-based services ment of personal relationships with peers. If we
and another group using such services in addition to combine this observation with findings on relatively
MMS. Both of the latter groups also use voice and low voice service and rather high SMS uses,
SMS. Accordingly, four
it appears the mobile
categories are delineated
device is perceived as a
Talkers Writers Photographers Surfers
(see Figure 1).
contact-enabling tool
Gender
male
82%
58%
59%
92%
female
18%
42%
41%
8%
Under the categorizathat allows connectivity
>50
42%
14%
9%
10%
tion scheme shown in Age
and communications
50-41
34%
16%
12%
7%
Figure 1, talkers have
anywhere and anytime.
40-31
18%
24%
27%
37%
30-20
5%
45%
49%
37%
taken one primary learnThis is also supported by
<20
0%
1%
3%
10%
ing step related to Education Primary &
the second most impor42%
34%
39%
27%
mobile communications
tant benefit, which is
Secondary
Tertiary
37%
36%
33%
27%
use, writers, photogservices make me accesQuaternary
21%
30%
29%
46%
raphers and surfers Occupation Private sector 53% 28%
sible anywhere and any33%
42%
Students
7%
43%
44%
34%
have experienced one,
time. Furthermore, the
Semi public or
40%
29%
23%
24%
two, and three addimonthly payment for
public sectors
tional transformations Monthly <3.500 ?
talkers and writers is less
19%
41%
38%
29%
30%
34%
in their behavior respec- Household 3.500 ?-8.000 ? 38% 31%
than 10 euros whereas
Income
> 8.000 ?
25%
15%
16%
25%
tively. Mobile users
for photographers and
No response
18%
13%
16%
12%
advance one step at a
surfers the range is
Table 1. Demographics of between 15 and 30 euros, while the main reason for
time and migration
mobile users.
evolves in stages.
choosing a mobile operator is low price.

table
1 (6/07)
MOBILE USERS PROFILE AND SERVICEConstantiou
USE
MOBILE
USERS DEVICE REQUIREMENTS
The demographics of the four categories are pre- Experience with mobile devices may affect adoption
sented in Table 1. Talkers are mainly middle-aged and use of specific services. There is significant difmen with at least a high school education, working ference in years of experience with mobile devices
in the private sector; writers and photographers are since talkers and surfers have more than six years,
mainly students; and surfers are mainly men in their whereas writers and photographers have less than six
early thirties working in the private sector.
years of experience. This result may relate to the
The proposed categorization is based on the use observation that the latter two groups mainly
of mobile communications services and we investi- include younger people (such as students). With
gate the groups behavior according to the survey respect to the current device used for both talkers
data. There is a significant difference in daily use of and writers is more than one but less than two years
voice services between the groups: for talkers and old, whereas for the other two groups less than one
writers it is less than five minutes, whereas for pho- year.
tographers and surfers it ranges between five and 10
Technology-service features of mobile devices
COMMUNICATIONS OF THE ACM June 2007/Vol. 50, No. 6

53

may enable or impede service

2,78
2,78
I seek information about new mobile phones on
use. For example, in the case of
2,78
a regular basis
2,78
photographs the color display
1,9
2,1
can vividly affect service use
Among my peers, I am usually the first to try out
2,71
new mobile technologies and services
3,67
[3]. The users requirements
2,9
can be broadly distinguished in
3,12
I like to experiment with new technologies
3,55
terms of device features such as
4,31
3,06
color display, camera, and propIt is easy for me to make my mobile phone do
3,76
what I want it to do
3,86
erties such as messenger, broad4,12
band Internet, mobile email,
2,83
Besides voice calls and SMS-messaging,
3,36
3,85
mobile phones have other useful functions
and other attributes. The most
4,21
important requirements for all
2,72
In the future, I will increasingly use mobile
3,4
groups are color display and
3,64
services in my personal and working life
4,31
email and the least important
ones are messenger and games
(see Table 2). Email has a rather Figure 2. Mobile users CONCLUSION
self-assessments of
Categorization of mobile users based on technolhigh rating among all groups
innovativeness (means
ogy and service use offers insights beyond those
indicating a generally required
of items rated on a
scale:
1 = completely table
provided
by aggregate diffusion models and criteria
service.
Constantiou
2 (6/07)
disagree to 5 = compurely
based
on fig
innovativeness.
As adoption of
Moreover, PC synchronizaConstantiou
2 (6/07)
pletely agree).
mobile devices does
tion is also ranked high
not imply homogenous
among all groups. Better
Requirements
Talkers Writers Photographers Surfers
use, we have identified
integration between the
Color Display
2.48
3.15
3.98
specific areas in which
Internet, email, and PCs
4.55
congruencies can be
may be an important
Camera
1.99
2.47
3.08
3.48
found or where signifipath
toward
more
cant differences exist
advanced mobile service
Video
1.44
1.84
2.32
2.79
(see Table 3).
use. Photographers and
Radio
/Music
1.62
2.54
3.14
Due to extensive
surfers do not signifi3.00
subsidies on mobile
cantly differ in most of
Polyphonic Ring tones
1.63
2.04
2.80
devices in the Danish
their
requirements.
2.88
market, most of the
However, there are sigBroadband Internet
3.16
4.26
2.60
respondents have relanificant differences in
2.66
tively new devices. In
enabling services such as
E-mail
3.41
4.45
3.01
3.03
particular, talkers, the
broadband
Internet
PC Synchronization
3.63
4.19
3.10
least advanced group,
access,
email,
and
3.15
have mobile devices
map/positioning. This
Messenger
1.30
1.79
2.16
that are typically less
result supports the argu2.52
than two years old.
ment that surfers have
Map /Positioning
2.81
3.09
3.71
Thus, a talker may
taken an extra behav2.64
potentially possess the
ioral change step and
Games
1.26
2.21
1.60
2.45
same advanced services
that once taken, it is
as a surfer, but has
reflected in their future
Table 2. Mobile users
never used them. Besides, talkers have no specific
requirements. The dison device (means
technology or service requirements and seem to be
tinction between GPRS requirements
of items rated on a scale:
and non-GPRS sub- 1 = completely unimportant to stagnated in their perception of a mobile phone
5 = very important; merged
simply as a communication tool used anywhere
scribers is further indicells indicate no significant
and anytime. Hence, we suggest that middle-aged
cated by the significant
difference).
managers, to whom mobile operators marketing
differences
between
efforts on advanced mobile services are mainly
writers and photographers on all requirements. Besides, talkers and focused, may not be the optimal target group.
Moreover, the two large categories of writers and
writers do not have significantly different
requirements in terms of color display, camera, photographers significantly differ in technology
and service use as well as their requirements. Writvideo, and messenger.
54

June 2007/Vol. 50, No. 6 COMMUNICATIONS OF THE ACM

ers seem quite satisfied

differences, but also
Talkers
Writers
Photographers Surfers
with the features of their Voice service
opening avenues to dis5-10 min. daily
<5 min. daily <5 min. daily 5-10 min. daily
current mobile devices. use
cover areas where con<20 weekly >20 weekly
<20 weekly
These indications high- SMS use
gruencies exist. These
light the difference MMS use
can form the basis for
Now and then
<5 weekly
between the two groups Experience with >6 years <6 years <6 years
catalyzing usage paths
>6 years
that also relates to their mobile device
and enabling migration
decision whether to acti- Current device <2 years <2 years <1 year
of users within a cate<1 year
vate
their
GPRS Technologygory to one of more
None
Color display
Color display
None
PC
Email,
accounts. This may service
advanced use. In turn,
requirements
synchronization Broadband
explain the difficulties
this migration implies a
Internet
encountered by 3G Unimportant Games
departure from comGames
Games
Messenger
service
operators trying to conmodity services such as
vert talkers and writers
voice and SMS to more
Table 3. Trends on technology specialized services that may generate higher revto surfers since the gap is
and service use among
difficult to be bridged
categories. enues to the key players. The proposed categorizawith one step alone.
tion offers insights to key players that can be used
Thus, we propose the
while launching new services or segmenting their
key players in the mobile market should develop market. In order for mobile operators or service
Constantiou
3 (6/07)
different marketing strategies focusing
on photog-table
providers
to facilitate the trajectory movement it is
raphers needs that are one step behind adoption of useful to address the specific areas where there are
advanced mobile services and at the same time pro- congruencies in terms of technology, service use,
moting a slower migration path for writers that and service requirements. c
seem satisfied with the use of commodity services
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are significant differences among all categories of 10. Wolfe,
R.A. Organizational innovation: Review, critique and sugusers concerning their use of mobile services in the
gested research directions. Journal of Management Studies 31, 3 (Mar.
1994), 405432.
future, as shown in Figure 1. This also underscores
our initial observation that a mobile phone is not a
static technology. Its usage is learning-intensive and Ioanna D. Constantiou (ic.inf@cbs.dk) is an assistant professor
the Department of Informatics at Copenhagen Business School,
services must be embraced by users. There appears in
Denmark.
to be many untapped functionalities in mobile Jan Damsgaard (jd.inf@cbs.dk) is a professor in the Department
devices that only mobile operators have the power of Informatics at Copenhagen Business School, Denmark.
Lars Knutsen (lk.inf@cbs.dk) is a Ph.D. student in the
to release to the users.
We argue that the thrust of utilizing the pro- Department of Informatics at Copenhagen Business School, Denmark.
posed categorization lies not only in identifying 2007 ACM 0001-0782/07/0600 $5.00
COMMUNICATIONS OF THE ACM June 2007/Vol. 50, No. 6

55

may enable or impede service

2,78
2,78
I seek information about new mobile phones on
use. For example, in the case of
2,78
a regular basis
2,78
photographs the color display
1,9
2,1
can vividly affect service use
Among my peers, I am usually the first to try out
2,71
new mobile technologies and services
3,67
[3]. The users requirements
2,9
can be broadly distinguished in
3,12
I like to experiment with new technologies
3,55
terms of device features such as
4,31
3,06
color display, camera, and propIt is easy for me to make my mobile phone do
3,76
what I want it to do
3,86
erties such as messenger, broad4,12
band Internet, mobile email,
2,83
Besides voice calls and SMS-messaging,
3,36
3,85
mobile phones have other useful functions
and other attributes. The most
4,21
important requirements for all
2,72
In the future, I will increasingly use mobile
3,4
groups are color display and
3,64
services in my personal and working life
4,31
email and the least important
ones are messenger and games
(see Table 2). Email has a rather Figure 2. Mobile users CONCLUSION
self-assessments of
Categorization of mobile users based on technolhigh rating among all groups
innovativeness (means
ogy and service use offers insights beyond those
indicating a generally required
of items rated on a
scale:
1 = completely table
provided
by aggregate diffusion models and criteria
service.
Constantiou
2 (6/07)
disagree to 5 = compurely
based
on fig
innovativeness.
As adoption of
Moreover, PC synchronizaConstantiou
2 (6/07)
pletely agree).
mobile devices does
tion is also ranked high
not imply homogenous
among all groups. Better
Requirements
Talkers Writers Photographers Surfers
use, we have identified
integration between the
Color Display
2.48
3.15
3.98
specific areas in which
Internet, email, and PCs
4.55
congruencies can be
may be an important
Camera
1.99
2.47
3.08
3.48
found or where signifipath
toward
more
cant differences exist
advanced mobile service
Video
1.44
1.84
2.32
2.79
(see Table 3).
use. Photographers and
Radio
/Music
1.62
2.54
3.14
Due to extensive
surfers do not signifi3.00
subsidies on mobile
cantly differ in most of
Polyphonic Ring tones
1.63
2.04
2.80
devices in the Danish
their
requirements.
2.88
market, most of the
However, there are sigBroadband Internet
3.16
4.26
2.60
respondents have relanificant differences in
2.66
tively new devices. In
enabling services such as
E-mail
3.41
4.45
3.01
3.03
particular, talkers, the
broadband
Internet
PC Synchronization
3.63
4.19
3.10
least advanced group,
access,
email,
and
3.15
have mobile devices
map/positioning. This
Messenger
1.30
1.79
2.16
that are typically less
result supports the argu2.52
than two years old.
ment that surfers have
Map /Positioning
2.81
3.09
3.71
Thus, a talker may
taken an extra behav2.64
potentially possess the
ioral change step and
Games
1.26
2.21
1.60
2.45
same advanced services
that once taken, it is
as a surfer, but has
reflected in their future
Table 2. Mobile users
never used them. Besides, talkers have no specific
requirements. The dison device (means
technology or service requirements and seem to be
tinction between GPRS requirements
of items rated on a scale:
and non-GPRS sub- 1 = completely unimportant to stagnated in their perception of a mobile phone
5 = very important; merged
simply as a communication tool used anywhere
scribers is further indicells indicate no significant
and anytime. Hence, we suggest that middle-aged
cated by the significant
difference).
managers, to whom mobile operators marketing
differences
between
efforts on advanced mobile services are mainly
writers and photographers on all requirements. Besides, talkers and focused, may not be the optimal target group.
Moreover, the two large categories of writers and
writers do not have significantly different
requirements in terms of color display, camera, photographers significantly differ in technology
and service use as well as their requirements. Writvideo, and messenger.
54

June 2007/Vol. 50, No. 6 COMMUNICATIONS OF THE ACM

ers seem quite satisfied

differences, but also
Talkers
Writers
Photographers Surfers
with the features of their Voice service
opening avenues to dis5-10 min. daily
<5 min. daily <5 min. daily 5-10 min. daily
current mobile devices. use
cover areas where con<20 weekly >20 weekly
<20 weekly
These indications high- SMS use
gruencies exist. These
light the difference MMS use
can form the basis for
Now and then
<5 weekly
between the two groups Experience with >6 years <6 years <6 years
catalyzing usage paths
>6 years
that also relates to their mobile device
and enabling migration
decision whether to acti- Current device <2 years <2 years <1 year
of users within a cate<1 year
vate
their
GPRS Technologygory to one of more
None
Color display
Color display
None
PC
Email,
accounts. This may service
advanced use. In turn,
requirements
synchronization Broadband
explain the difficulties
this migration implies a
Internet
encountered by 3G Unimportant Games
departure from comGames
Games
Messenger
service
operators trying to conmodity services such as
vert talkers and writers
voice and SMS to more
Table 3. Trends on technology specialized services that may generate higher revto surfers since the gap is
and service use among
difficult to be bridged
categories. enues to the key players. The proposed categorizawith one step alone.
tion offers insights to key players that can be used
Thus, we propose the
while launching new services or segmenting their
key players in the mobile market should develop market. In order for mobile operators or service
Constantiou
3 (6/07)
different marketing strategies focusing
on photog-table
providers
to facilitate the trajectory movement it is
raphers needs that are one step behind adoption of useful to address the specific areas where there are
advanced mobile services and at the same time pro- congruencies in terms of technology, service use,
moting a slower migration path for writers that and service requirements. c
seem satisfied with the use of commodity services
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1994), 405432.
future, as shown in Figure 1. This also underscores
our initial observation that a mobile phone is not a
static technology. Its usage is learning-intensive and Ioanna D. Constantiou (ic.inf@cbs.dk) is an assistant professor
the Department of Informatics at Copenhagen Business School,
services must be embraced by users. There appears in
Denmark.
to be many untapped functionalities in mobile Jan Damsgaard (jd.inf@cbs.dk) is a professor in the Department
devices that only mobile operators have the power of Informatics at Copenhagen Business School, Denmark.
Lars Knutsen (lk.inf@cbs.dk) is a Ph.D. student in the
to release to the users.
We argue that the thrust of utilizing the pro- Department of Informatics at Copenhagen Business School, Denmark.
posed categorization lies not only in identifying 2007 ACM 0001-0782/07/0600 $5.00
COMMUNICATIONS OF THE ACM June 2007/Vol. 50, No. 6

55