Mobile Internet Market Research Articles

Using quasi-experimental designs for causal effects

Purpose: This paper discusses the concept of identifying the causal effects using quasi-experimental methods and applies this method to investigate the impact of high license fees on the quality of mobile Internet in Poland. Design/methodology/approach: Quasi-experiment design, especially the difference-in-differences method and the interrupted time series design were used to examine the causal effects of spectrum fees in Poland. Data on the quality of mobile Internet in Poland and around the world published by Akamai and data provided by Ookla® under the agreement were used for analysis. Findings: The study did not confirm the impact of high spectrum fees on the quality of the Internet in Poland. Practical implications: The results obtained can help policymakers in Poland and other countries in making decisions on spectrum management. Originality/value: This is the first paper using the quasi-experimental method to examine the effects of the 4G auction in Poland. Keywords: quasi-experiment, difference in difference (DiD), interrupted time series design (ITS), spectrum auction, mobile Internet market. Category of the paper: Research paper.

모바일 데이터 요금제 가입 선택의 결정요인 분석

The unlimited data plan has been pointed out as one of the main reasons for the increase in household communication costs while accelerating the spread and evolution of mobile services. This study empirically analyzed what factors affect consumers' unlimited data plan choices in the mobile Internet market and how switching between data plans affect consumer benefits, and data from the period 2019 to 2022 of the Korea Media Panel Survey were employed. The results of Probit model suggest that the lower the age and higher the income, the higher the probability of changing the data plan, and the customers who subscribed to the bundling service are more likely to change from a usage-based plan to a data unlimited plan. The results from Mixed Conditional Logit model suggest that the consumers’ benefit decreases when changing from a usage-based plan to a data unlimited plan, while the benefit increases when changing in the opposite direction. Despite the predictability and convenience of the unlimited plan, it can be interpreted that disutility occurs when a customer chooses a plan with a high rate exceeding the customer's optimal usage in a situation where there are few subdivided data plans, which has implications for operators’ pricing strategies and government policies.

Designing mobile operator’s tariff package pricing scheme based on user’s internet behavior

Given the rapid growth of the mobile internet market, high-priced telecom packages are limiting the growth of mobile internet use. Telecom operators and internet companies are working together to offer free-flow packages. This paper proposes a complete content selection and package pricing scheme (CSPPS) based on data provided by a telecom provider. This paper first conducts a feasibility analysis on the free traffic package scheme. By analyzing users’ usage detailed records (UDRs), this paper identified a model for user internet behavior. A scheme for content selection was developed based on this model. To discover users’ online timing characteristics, we developed a tensor decomposition factor model. To complete the package pricing process, a two-sided market model and SoftMax algorithm were combined. Performance evaluations were conducted using real data from China Unicom. According to our experimental results, our package selection scheme is effective for different scenarios.

Déterminants de l'adoption de l'Internet mobile par les consommateurs Maliens

Le présent article vise à déterminer les facteurs pouvant expliquer l'adoption de l'Internet mobile au Mali. Pour cela, nous avons utilisé le modèle binaire Logit. Ce modèle a été estimé par la méthode du maximum de vraisemblance. Les données utilisées sont issues de l'enquête menée en 2020 par le Groupe de Recherche en Économie Solidaire et Industrielle (GRESI). Les résultats issus de l'estimation économétrique montrent que l'adoption de l'Internet mobile au Mali est expliquée par l'âge, le genre, le statut matrimo- nial, le statut professionnel, le revenu, le tarif et le niveau de formation en informatique.

Prioritization vs zero-rating: Discrimination on the internet

This paper analyzes two business practices on the mobile internet market, paid prioritization and zero-rating. These practices allow the internet service provider to discriminate different content types. With prioritization, the ISP delivers content at different speeds; with zero-rating, the ISP charges different prices. In recent years these practices have attracted considerable media attention and regulatory interest. When the asymmetry between content providers is limited, in particular with regard to their ability to attract traffic or to monetize it, we first show that the ISP can extract more surplus from consumers by privileging the relatively weaker content and restoring symmetry between content providers. Next, we show that the ISP chooses prioritization when traffic is highly valuable for content providers and congestion is severe, and zero-rating in all other cases. Finally, we find that a policy banning prioritization can lead to zero-rating and a reduction in consumer surplus.

Intervening analysis of internet marketing between the relationship of brand awareness and online purchase decision of mobile products among the students of Heis in Pakistan

Objectives: This study has investigated the role of internet marketing to build brand awareness which definitely leads a quick purchase decision. The main objective of the study was to investigate the components of brand awareness which directly cannot be cause of purchase decision for the mobile products but the use of internet marketing specifically social media advertising will be helpful in improving the brand awareness which increases the chances of purchase decision. Methodology: The study is quantitative and based on the philosophy of positivism because of the large population and its quantitative nature. Population includes all android mobile users of district Khairpur who uses the social media. Population was unknown so the Roscoe (1975) sampling techniques have used to select sample for the study and according to that, sample become three hundred and fifty. By using convenient sampling method, respondents are selected from the 3 universities of district Khairpur and primary mode of data collection has used to obtain responses on the five point\'s Likert-scale randomly. Analysis: Data was analyzed and interpreted through a robust technique SEM, performed in AMOS 22 version in which CFA and path analysis has done. Conclusion: According to study\'s interpretation results it is concluded that brand awareness has positive and significant impact on the online purchase decision of mobile products and internet marketing partially mediates the relation between Awareness and online purchase decision of mobile product. Keywords: Brand image; Social media advertising; Purchase decision

The Impact of Mobile Internet on the Marketing of Chongqing Hot Pot Restaurant Industry

The influence of mobile Internet on catering industry lies in eliminating geographical limitations, reducing marketing costs and changing the original one-way information dissemination of marketing into two-way communication, which has improved the level of enterprise information management and promoted the development of the catering O2O business. This paper takes Chongqing hot pot catering as the research object, analyses the characteristics of traditional operation, and puts forward the strategy of mobile Internet marketing

Welfare effects of network neutrality in mobile Internet market

ABSTRACTThe network neutrality can enhance the profitability of content providers but reduce carrier platforms’ profits and consumer surplus. What is more, network neutrality can improve the total social welfare level when the external utility of mobile phone users to content providers is greater than that of content providers to those users. In addition, it is also found that both profitability of content providers and pricing power of carrier platforms for mobile phone users are directly proportional to the basic utility that carriers themselves can provide.

Growth and Opportunities in Mobile Internet Market in Bulgaria

Nowadays, Internet and mobile technology have changed our way of both doing business and dealing with our daily routine activities. Mobile Broadband Internet represents the fastest growing segment of the European broadband market. Currently, mobile Internet services represent the most promising revenue stream for mobile operators. The present article discusses Bulgaria’s performance against each dimension of the Mobile Connectivity Index (MCI), highlighting the country’s challenges and achievement. The results show that Bulgaria is seriously lagging behind both the leading countries and European Union (EU) Member States.

Prioritization vs. Zero-Rating: Discrimination on the Internet

This paper analyzes two business practices on the mobile internet market, paid prioritization and zero-rating. Both violate the principle of net neutrality by allowing the internet service provider to discriminate different content types. In recent years these practices have attracted considerable media attention and regulatory interest. The EU, and until recently the US have banned paid prioritization but tolerated zero-rating under conditions. With prioritization, the ISP delivers content at different speeds and it is equivalent to a discrimination in terms of quality. With zero-rating, the ISP charges different prices for content and it is equivalent to a discrimination in terms of prices. We first show that neither of these practices lead to the exclusion of a content provider, a serious concern of net neutrality advocates. The ISP chooses prioritization when traffic is highly valuable for content providers and congestion is severe, and zero-rating in all other cases. Furthermore, investment in network capacity is suboptimal in the case of prioritization and socially optimal under zero-rating.

Study on Marketing Strategy System of SMEs under Internet Background

Generally speaking, small and medium-sized enterprises (SMEs) have common problems in marketing strategy formulation and strategy implementation, such as lagging marketing concept and single marketing mode and so on [1]. The incompleteness of marketing strategy system seriously restricts the leapfrog development and sustainable development of SMEs. Problems in the implementation of SME marketing strategy mainly reflect the lack of professional Internet marketing personnel reserved, the lack of mature concept of mobile Internet marketing and good use of mobile Internet marketing [2]. According to the problems existing in the marketing of SMEs in our country, the marketing strategy optimization of SMEs should be promoted in the aspects of cultivating and introducing mobile Internet marketing professionals, updating the concept of mobile Internet marketing, using the Internet to put into operation accurately and using Internet tools to build core competitiveness [3]. First this article introduces the definition of SMEs and the importance of SMEs for the national economy, and then collates and summarizes the problems faced by SMEs in China in the context of the Internet and provides solutions to these problems, which are also the main contribution of this article.

Consumer-brand relationships’ development in the mobile internet market: evidence from an extended relationship commitment paradigm

Purpose Given its importance in the brand management of service firms, the present research initiative primarily concerns the investigation of the formation process of consumer-brand relationships in the service industry. By considering a chain of effects’ model, this paper aims to integrate two brand commitment paradigm’s perspectives with service evaluation theory, representing the attitudinal and behavioral aspects of the relationship building process, to better explain the way consumers relate to a service brand. The proposed conceptual model is tested in the context of mobile broadband internet services. Design/methodology/approach A survey of 573 customers of mobile internet services was conducted using a structured questionnaire with established scales. Data were analyzed with partial least squares structural equation modeling. Findings The results indicated that brand loyalty is determined by relationship commitment, which, in turn, is influenced by the consumer-brand relationship components – trust, satisfaction, investment size and quality of alternatives – as well as by the service brand’s perceived value. Finally, the relationship quality components of the brand, trust and satisfaction to a large extent, and investment size to a lesser extent, mediate the relationships between service brand evaluation and brand commitment. Research limitations/implications The sample is industry-specific, and this may affect generalizability of findings. Also, the cross-sectional design adopted does not reflect temporal changes. Practical implications From a practical point of view, the findings suggest that providers can improve their loyalty figures through the establishment of strong consumer-brand relationships as a result of the development and delivery of high quality, valuable services and other relationship-building tactics that support the consumer-brand binding. Originality/value Although there are previous studies that extend either the relationship investment model or the commitment-trust theory with the service evaluation theory, the proposed model is the first to combine the previous three research streams into one causal chain model, to explain the development and flow of events in the consumer-brand relationship process toward brand loyalty.

The Effects of Consumer Characteristics on Information Searching Behavior in Wireless Mobile SNS: Using SEM Analysis

With a rapid development of the wireless broadband technology, consumers can have more freedom in searching and exchanging of information without the limitation of time and space. This article constructs a research framework of consumer characteristics on mobile social network and its influence on information searching behavior. This article aims to figure out the law of the consumers' information searching behavior on wireless mobile social internet, and applies some suggestions for enterprises to explore the mobile social internet marketing. With the collected data from 392 valid random samples that have been analyzed by structural equation model, the results of the empirical analysis shows that: consumer characteristics (including the sense of belonging, perceived risk, price sensitivity) have positive influence on information searching behavior of consumers, and the sense of belonging has positive influence on information searching behavior through customer participation.

The research of mobile internet user's behavior: From the perspective of individual's regulatory focus

ABSTRACTAlthough many reports showed that the mobile Internet market has great potential to appeal to a broader range of users, there are few studies on mobile Internet behavior. In this paper, we mainly researched the effects of mobile Internet user's motivation orientation on behavior, drawing on regulatory focus theory and combining with individual innovation, perceived risk, perceived value and connection quality. Then we used the Structural Equation Model to verify the hypothesis. The results showed that mobile Internet user's motivation orientation directly influences individual innovation and usage intention. Compared with the prevention focus users, promotion focus users’ innovation is higher and their intention to use mobile Internet is more intense. These results could provide further guidance for mobile Internet providers’ operation strategies.

Game among Mobile Operators, Bank and the Third-party Payment Services Provider in Mobile Payment Market

With the rapid development of mobile Internet and mobile payment market, mobile payment business has become the key of mobile value-added business. In order to maximize profits, the major players in the mobile payment market have been carrying on an intensive competition to grab market share. This paper analyzes from mobile operators, banks, and third-party payment services providers’ perspective, combining with practical situation to build mobile payment market Cournot model with the complete information and the mobile payment market Cournot model with incomplete information, By solving and analyzing models, we propose a operational model for mobile payment market based on China’s current situation which combines the joint collaboration by mobile operators and banks, as well as the support from the third-party payment services providers.

On the Identifying of Influencing Factors of E-Commerce Based on the Quantile Regression

In this paper, the semi-annual data such as the number of mobile users, the total amount of social logistics, the total amount of the private placement and financing from 2000 to 2012 in China. The following conclusions are drawn. The mobile internet market, the financial capital market and the logistics service market are main factors influencing the development of e-commerce in China. From a dynamic perspective, these influencing factors would become differentiated. Along with the gradually becoming booming and mature of the e-commerce market, the mobile communication market and the financial capital market play a greater and greater role in promoting the development of e-commerce, while the logistics service market plays a smaller and smaller role in influencing e-commerce.

Broadcasting and television digitization strategy in China

China’s broadcasting and TV industry has entered the new era of all-round digitization. The country’s digitization work is not only making progress in the traditional broadcasting and TV area, but is also carried on in the mobile phone and Internet market, and is now creating an all-inclusive broadcasting and TV service system. In this process ‘Integration of Three Networks’, public service and content supervision are the three main features of broadcasting and TV’s digitization strategy in China.

Characteristics and mobile Internet use intensity of consumers with different types of advanced handsets: An exploratory empirical study of iPhone, Android and other web-enabled mobile users in Germany

This work explores personal characteristics and mobile Internet (MI) use behaviors of consumers equipped with four distinct types of advanced handsets for accessing the Internet via cellular radio infrastructures of mobile network operators (MNO). Furthermore, it investigates the extent to which personal and mobile appliance characteristics explain variance in actual MI use intensity. Data on two demographic variables, three MNO relationship characteristics and actual MI use intensity (average monthly volume of mobile IP traffic generated by a subscriber in May and June 2011) of 9321 adult consumers with a flat MI pricing scheme are extracted from customer files of the German subsidiary of a large international MNO. 959, 2213, 2410 and 3739 of the sample members use an Apple iPhone 3, an Apple iPhone 4, a model running with Google’s Android operating system (OS) and other MI-enabled mobile OS/phone types, respectively. Compared to the adult population in Germany, persons at least 50 years of age are clearly underrepresented among MI adopters with the four studied device types. Differences between the four phone type groups with regard to gender, age, time from enrollment and MI use experience emerge as statistically significant, but they achieve only minor substantial relevance. MI use intensity is highly positively skewed: In each of the four appliance groups, a small number of users disproportionately add to the total MI traffic generated by the subjects. Consumers’ advanced OS/handset type strongly contributes towards explaining MI use intensity variance. iPhone subscribers generate more traffic than Android customers who in turn show a higher MI activity level than individuals running other web-enabled mobile models. Age is the only studied personal characteristic consistently showing a (negative) association with MI usage, which both is statistically and materially significant. Conclusions are drawn for MNO on MI marketing issues. Implications of study limitations for research on MI adoption and use behaviors on the MI are also outlined.

Roaming and investments in the mobile internet market

This model discusses mobile network operators' (MNOs) incentives to invest in their network facilities such as new 4G networks under various regimes of data roaming charge regulation. Given an induced externality of investments (spillovers) due to the roaming agreements it will be shown that MNOs, competing on investments, widely set higher investments for below cost regulation of roaming charges. Otherwise, if MNOs are free to collaborate on investments, they set higher investment levels for above cost roaming charges. Both below and above cost charges may be preferred from a welfare perspective. Furthermore, the paper discusses effects of the roaming charge regulation on roaming quality and MNOs' coverage.

온라인 방송콘텐츠 유통 중개업자의 핵심 역량과 유통구조 개선효과에 관한 사례 (방송콘텐츠 다운로드 시장을 중심으로)

디지털 기술과 정보통신망의 발달로 인하여 다매체-다채널이 등장함에 따라 방송콘텐츠시장의 유통경로가 더욱 다원화 되고 있다. 본 연구에서는 온라인 방송콘텐츠 다운로드 시장을 중심으로 온라인 방송콘텐츠 시장의 문제점을 해결하는데 중요한 역할을 담당하고 있는 콘텐츠 유통 중개업자(Master Contents Provider, MCP)의 핵심 역량차원과 유통구조개선 효과간의 관계를 사례연구를 통해 규명하고자 하였다. MCP의 핵심 역량은 자원기반이론(Resource_based theory)을 조사하여 물적, 재무, 인적, 기술, 무형 및 조직자원으로 도출하였으며, 6개 자원중심으로 MCP의 핵심 역량에 대한 사례조사를 수행하였다. 사례연구 결과, 온라인 방송콘텐츠 다운로드 시장의 문제점은 불법거래 및 저작권 침해, 지상파 방송사업자와 웹하드 서비스업체 간의 직접거래로 인한 거래비용증가, 방송콘텐츠 서비스 품질 하락, 온라인 방송콘텐츠 다운로드 시장의 파편화 등으로 규명되었다. MCP의 물적, 재무, 기술, 인적, 무형 및 조직자원이 결합된 MCP의 핵심 역량이 온라인 방송콘텐츠 다운로드 시장의 문제점을 해결하여 유통시장의 효율성 및 투명성을 제고하고, 유통구조를 통합하며, 나아가 지상파 방송사업자와 웹하드 서비스업체의 매출 증대에 크게 기여하고 있는 것으로 나타났다. Wired and mobile Internet has led to increase in online broadcasting content market size. In particular, the fast-growing smart devices like smart phone and tablet PC in mobile Internet market has accelerated the growth of online broadcasting content service market. Meanwhile, the illegal distribution of online broadcasting content has been widespread in this market. There are also significant transaction costs, search costs, contracting and coordination costs in online broadcasting content market. MCP(Master content provider) which is a content distributor has been playing a critical role in preventing illegal content distribution, reducing costs and removing inefficiencies of online broadcasting content market. Thus, the purpose of this study is to investigate the competency of MCP to streamline the online broadcasting contents market from the resource- based view. And this study conducted a case study to explain the status of online broadcasting content market and define what kinds of problems and issues are there in the market in a systematic way. The case study also showed how MCP competency plays an important role in reducing administrative and transaction costs and in solving illegal content distribution and other inefficiencies of the online broadcasting contents market.