The social contagion of mobile television
conference paper
This paper explores an emerging approach to understand the adoption and diffusion of mobile devices and services, namely social contagion. Due to the publicly visible nature of mobile devices, we propose that the influence of those around us has a large effect on the decision to adopt a new service. We describe this approach and its application to a new mobile service, Mobile Television, based on the Digital Video Broadcasting - Handheld format. Results show how the market segments with the highest potential for social contagion can be identified for this service and how marketing communication can be focused on specific issues which stimulate social contagion in each segment. © 2008 ACM.
Topics
DVB-HImitationNew product adoptionAdoption and diffusionsDigital video broadcasting-handheldDVB-HImitationMarket segmentsMarketing communicationsMobile servicesMobile televisionsNew product adoptionNew servicesBroadcastingComputer graphicsComputersKnowledge managementMobile computingMobile devicesMultimedia systemsPortable equipmentHuman computer interaction
TNO Identifier
241250
ISBN
9781595939524
Source title
10th International Conference on Human-Computer Interaction with Mobile Devices and Services, MobileHCI 2008, 2 September 2008 through 5 September 2008, Amsterdam, Conference code: 75021
Pages
419-422
Files
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