Mobile Data Services and their Adoption Rates in Ireland.

Kane, Ronnie (2007) Mobile Data Services and their Adoption Rates in Ireland. Diploma thesis, Dublin, National College of Ireland.

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Mobile Phone Data Services have become an increasing feature of the telecom carrier's product portfolio in a targeted attempt to increase waning ARPU (Average revenue per User). In this study we want to investigate the uptake of these services in Ireland and contrast this with the global market. Differences between age groups and carriers are shown to exist in uptake rates and specific services are identified as the most likely to succeed. Issues and barriers to uptake are also identified and prioritised. Conducting extensive secondary research on global marketplaces and a specific survey of Irish Subscribers, a comprehensive view of the issue in uncovered. The Irish survey was conducted by polling 100 subscribers through online and paper-based questionnaires. The specific trends identified in the Irish marketplace mirror global trends such as the concern over cost and security relative to these services. Results also indicate that Ireland is more progressive in certain areas than other markets. The results of the survey and their comparison re global reports help to predict the potential future of these types of services and the measures that are succeeding for carriers in driving adoption. Carriers that have a focused targeted offering around these types of services are reporting to be more successful in recruiting their subscribers to these offerings. Differences in uptake between age groups is significant which could drive the marketing and product positioning efforts of service providers.

Item Type: Thesis (Diploma)
Subjects: T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications
H Social Sciences > HF Commerce > Marketing
H Social Sciences > HF Commerce > Telecommunications in Business > Mobile Telephone Networks
Divisions: School of Computing > Higher Diploma in Business in eBusiness
Depositing User: SINEAD CORCORAN
Date Deposited: 24 Aug 2010 16:27
Last Modified: 02 Dec 2014 19:57

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