Mobile Services as Resources for Consumer Integration of Value in a Multi-Channel Environment

Mobile Services as Resources for Consumer Integration of Value in a Multi-Channel Environment

Veronica Liljander (Hanken School of Economics, Finland), Johanna Gummerus (Hanken School of Economics, Finland), Minna Pihlström (Hanken School of Economics, Finland) and Hanna Kiehelä (Hanken School of Economics, Finland)
DOI: 10.4018/978-1-4666-1939-5.ch015
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Consumers use their mobiles phones more intensely than ever before to access core and supporting services, such as product information, games, payments, purchases, and social media. M-services have the capacity to offer new value-creating opportunities for consumers by supporting their channel multiplicity behaviors. So far, little research has been conducted on channel multiplicity behaviors and perceptions, because of a focus on channel choice and channel specific value. In this chapter the authors discuss the importance of moving beyond single channel research and understanding how contemporary consumers use and combine channels to create value for themselves. Drawing upon Service Dominant Logic, the chapter suggests that the mobile phone is one resource that consumers use to create value. Firms need to understand consumers’ use of this resource, in combination with other resources, in order to create attractive offerings. Throughout the chapter, the authors offer numerous examples of how mobile services are used to enhance consumer experienced value.
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Background: Smartphone Adoption And Service Value

Different sources unanimously declare that smartphone ownership is rising fast. According to Nielsen statistics (Nielsen, 27.4.2011), more than thirty-six percent of mobile phone owners in the US now have a smartphone, compared with twenty-five percent the year before. Likewise, within the European Union smartphones increased by forty-one percent from the year 2009 to 2010 (ComScore, 2010), thirty one percent of mobile phone owners having adopted a smartphone by December 2010 (ComScore, 2011). This increase can be seen in the demand for mobile services, as demonstrated by a forty percent increase in watching mobile video in the US (Nielsen, 2011c).

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