Inventing Use for a Novel Mobile Service

Inventing Use for a Novel Mobile Service

Petteri Repo (National Consumer Research Centre, Finland), Kaarina Hyvonen (National Consumer Research Centre, Finland), Mika Pantzar (National Consumer Research Centre, Finland) and Päivi Timonen (National Consumer Research Centre, Finland)
Copyright: © 2006 |Pages: 16
DOI: 10.4018/jthi.2006040103
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Abstract

Multimedia rich mobile broadband services are expected to be used widely in the near future. To become commercially successful, meaningful uses for them need to be invented. We approached the takeup of such novel mobile services from the perspective of user innovations. Mobile phones with video capability were handed out to test users in order to discover what kinds of meaningful contexts they might find for watching streaming mobile video. There were two different contexts in which users considered it natural to view mobile video. First, they were able to alleviate boring situations by entertaining themselves. Second, mobile video made it possible to share experiences with other people. Although streaming video service provides little room for user innovations, users came up with two distinctly different contexts of use. This implies that early user feedback in the innovation and commercialization processes likely will promote the development of successful next-generation mobile services.

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