Julia - Laurea-ammattikorkeakoulu

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4 Kehittäjä Hung-Yeh (Frank) Sun Planning Engineer FIND Research Center Innovative Digitech-Enabled Applications & Services Institute (IDEAS) Institute for Information Industry Taiwan hysun@iii.org.tw http://www.find.org.tw/en WMDSS project began as WMIS with three member countries of Korea, Japan and Hong Kong in Tokyo in 2002. The picture is from the entrance of Meiji Jingu Shrine, Tokyo, Japan. Photo: Minna Mattila. WMDSS – Providing interesting findings for stakeholders Text: Elizabeth Fife, Aihua Zhang, Hung-Yeh Sun, Wei Fan, Minna Mattila The Worldwide Mobile Data Services Study (WMDSS) is a loosely organised consortium of universities and research institutions located around the world. The study offers an interesting cross-section of the mobile phone user preferences, habits, and use patterns in close to 20 international markets for mobile data services. The WMDSS conducts an annual standardised survey, which specifically examines mobile phone use of data services rather than data accessed through a laptop, or PC. The only Finnish delegate in WMDSS consortium is Laurea University of Applied Sciences. The 2008 survey represents the 7th time this survey has been administered. Current consortium participants for this yearly survey of mobile phone users in Asia, Northern America, and Europe include Australia, Canada, China, Denmark, Finland, Greece, Hong Kong, Japan, Korea, Sweden, Taiwan, the U.S., Germany, Spain, Singapore, Sri Lanka, New Zealand and Hungary. The Laurea students majoring in Business Studies have successfully collected the Finnish data for WMDSS purposes already two times. The first WMDSS implementation in Laurea was supervised by Senior Lecturer, Ms Tuula Perätalo from Laurea Kerava. In autumn 2008, the WMDSS data was collected by Laurea Peer to Peer first year students under the guidance of Senior Lecturer, Mr Kari Halme. Prime Mover has the privilege of bringing to the attention of Laurea’s stakeholders the most novel and comparative WMDSS findings from Finland, China, Taiwan, and the U.S. In autumn 2008, Taiwan collected 1 143 survey responses through an online survey platform, which is a recruited panel of over sixty thousands members. China finished its WMDSS survey data collection in 2008 with 2 506 respondents by using a multi-
stage sampling method. Finnish team consisting of Laurea Peer to Peer students and faculty members collected 726 structured interview responses applying a so-called snowball effect to the data collection also in autumn 2008. Data for 2008 is still in process of being collected and analysed for the U.S. According to the Taiwanese survey results, 90.7 per cent of Taiwanese respondents have used mobile data services, of which 96.3 per cent have used the data services for communication purposes. The proportion of the Taiwanese respondents who have used the communicating data services is relatively higher than the proportion of those who have used purchasing (24.3%), information (58.8%), or entertainment (63.3%) services. If we compare this research result to the Finnish findings, we notice that the Finnish people seem to be less eager to use mobile data services as only 71.1 per cent of the Finnish WMDSS 2008 respondents report of having ever used mobile data services. Purchasing, information and entertainment services were found to be equally unattractive to Finnish respondents whilst 95.7 per cent had used mobile data services for communication purposes at least some time. According to the Chinese findings, two of the use characteristics that stand out from this year’s survey, are the emphasis on communications (firstly voice and secondly texting), and the price sensitivity of the respondents. Among the Chinese WMDSS respondents, communication services are the most often used service (often or very often 44%) while mobile commerce appears to be the least used type of mobile data service. In Chinese markets, information-related data services are used more often than entertainment related services. If we go through all kinds of communicatingservices such as email, SMS, MMS, mo- Finnish WMDSS 2008 Using SMS per week Number of sent SMS bile chat and video calling, SMS seems to be the most popular data services in Taiwan. Almost 90 per cent of the respondents, who have used mobile data services, have also used SMS and almost half of them use SMS weekly or even daily. In fact, SMS appears to be the only popular mobile data service in Taiwan. The average time of using mobile data services in Taiwanese markets is close to 31 minutes per week. Furthermore, an average Taiwanese SMS user sends close to 14 SMS per week. % of respondents 0 0.8 1-10 28.7 11-50 42.9 51-100 17.9 101-200 6.9 more than 200 2.9 WMDSS Consortium Goals • To provide more reliable statistics about mobile phone users than are currently available • To measure cross-cultural differences in mobile data service usage Similar findings were recorded in China and Finland, of which Finland is clearly leading the SMS use statistics. One fifth of the Finnish respondents use SMS daily and an additional 38.8 per cent use SMS several times a day. One third uses MMS occasionally and less than 10 per cent on a weekly basis. There is a minority of mobile email heavy users amongst the Finnish respondents with 7 per cent using mobile email several times a day whereas close to 60 per cent have never tried using mobile email. This finding may be related to the demographic profile of Finnish respondents, who were mostly students (42.8%) in an age category of 18- 24 years of age (46.4%). The most popular data service among the Chinese respondents is SMS for 42 per cent, the second • To demonstrate business implications for new services development based upon unbiased data most used service is MMS with a 17 per cent, and the third is news services with 12 per cent. As for SMS, most Chinese respondents send more than 10 text messages per week. Only 5 per cent of the Chinese respondents do not send text messages while 19 per cent send 1-10 text messages a week. Compared to data services, voice still remains the most common use of the mobile phone; 67 per cent of the Chinese respondents talk more than 250 minutes a month on the mobile phone. In China, nearly 80 per cent of the respondents are willing to pay a monthly fee of 1-7 RMB (7 RMB equals 0.65 Euros) for mobile data services. The pricing of mobile data services might very well be the most important factor affecting the use and interest towards adopting mobile data services. The Chinese WMDSS survey shows that 24 per cent of their respondents are most likely to change to another carrier in search for lower prices for voice whereas 21 per cent of respondents thought it was very likely that they would change to another carrier due to lower prices for data services. The pricing of voice services was found to be the most likely reason for switching carriers in Chinese markets. The price related switching behaviour figures reported among Finnish respondents were much higher than those of the Chinese. Better price for voice services was found as a likely or very likely reason to change carrier among 73.3 per cent of Finnish respondents, and in the case of lower priced mobile data services, 69.5 per cent indicated a willingness to change carrier. One might conclude that Finnish respondents appear to be even more price sensitive than the Chinese. The network coverage related reasons to carrier was a very likely reason for 27.6 per cent and a likely reason for 25.9 per cent of the Finnish respondents. Promotions as such, though, were not found significantly tempting among Finnish respondents to start using mobile data services. The network quality, coverage, and access to easi- Kehittäjä 5
Page 1 and 2: Laurea tutkii ja kehittää 2/2008
Page 3: Pääkirjoitus / Leader Laurea tarj
Page 7 and 8: Meet Laurea Peer to Peer - The new
Page 9 and 10: Selected readings from Laurea Peer
Page 11 and 12: Multiculturalism at work place Text
Page 13 and 14: experience. I did my pedagogical st
Page 15 and 16: Service Innovation Design The risin
Page 17 and 18: “InnoHub targets the generation o
Page 19 and 20: farms remains a luxury for most pro
Page 21 and 22: ic research space such as seminar r
Page 23 and 24: Kirjoittaja on Laurea-ammattikorkea
Page 25 and 26: Henkilöstövalintoja Laureassa Jou
Page 27 and 28: Laurealähtöisiä kansainvälisiä
Page 29 and 30: Minna Mattila. Kuva: Marjo Koivumä
Page 31 and 32: Uusi liiketalouden koulutusmalli La
Page 33 and 34: Call for Competitive Papers and Spe
Page 35 and 36: Forthcoming events at Laurea You, M

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