Customer Perceptions Toward Mobile Games Delivered via the Wireless Application Protocol
Clarry Shchiglik (Victoria University of Wellington, New Zealand), Stuart J. Barnes (University of East Aglia, UK) and Eusebio Scornavacca (Victoria University of Wellington, New Zealand)
Copyright: © 2008
The rapid uptake and increased complexity of mobile phones has provided an unprecedented platform for the penetration of mobile services. Among these, mobile entertainment is composed of a variety of services such as ringing tones, games, gambling, and so on. Games are predicted to replace ringing tones as the main driver of mobile entertainment. This chapter contributes to the development of the mobile game industry by understanding corresponding consumer perceptions towards wireless application protocol (WAP) games. A series of focus groups were conducted to gain in-depth qualitative insight of perceptions towards WAP game services. The results indicate a number of clear areas for the delivery of successful WAP game services. WAP games were perceived as lacking complexity, but at the same time, were also seen as possessing several beneficial qualities. The chapter concludes with some recommendations and predictions regarding the future of WAP games.