Abstract
Today mobile Internet is a rapidly rising area. How to deal with the disruptive transition? This paper is intended to study the success factors of mobile Internet with grounded theory and it is the result that 17 success factors are identified. Then the following top 10 key success factors are found out through the questionnaire: the user traffic and scale, product and service innovation, keen market environmental sense, the user experience and business model innovation, core technology, the development of mobile terminals, e-commerce and online payment services, customized services and applications of cloud computing and big data. Finally, interpretative structural modeling (ISM) is applied to analyze the relationship among the key success factors and the root key success factors of mobile Internet were figured out, as they are product and service innovation, keen grasp of market environment, the user experience and core technology. The results will be enlightened for the enterprises of mobile Internet, mobile phone manufacturers and operators.
Highlights
As an emerging market, there is no stable development model of mobile Internet
How to deal with the disruptive transition? This paper is intended to study the success factors of mobile Internet with grounded theory and it is the result that 17 success factors are identified
There is no stable development model of mobile Internet. It is necessary for the mobile Internet to find out its key success factors to continue the healthy development, which relates to its success or failure
Summary
There is no stable development model of mobile Internet. It is necessary for the mobile Internet to find out its key success factors to continue the healthy development, which relates to its success or failure. The characteristics of the mobile Internet include: quickly technological change, short product life-cycle, fast improvement of product performance and technology etc., which make the analysis and evaluation of the mobile Internet difficult to be quantified. In order to solve this problem, interpretative structural modeling (ISM) is used in this paper. After identifying the influence factors of mobile Internet with Grounded Theory, the hierarchical structural relationship among the key success factors (KSF) is analyzed with ISM, to find out the root success factors and their influence relation
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