Title: Competitive factors of mobile operators' TV services in Brazil: the mass customisation option analysed

Authors: Marcelo Seabra Pinto, Ruben Huamanchumo Gutierrez, Heitor Luiz Murat de Meirelles Quintella

Addresses: Department of Industrial Engineering, Universidade Federal Fluminense (UFF), Rua Passos da Patria, 156, sala 309, Niteroi – RJ – CEP: 24210-240, Brazil. ' Department of Industrial Engineering, Universidade Federal Fluminense (UFF), Rua Passos da Patria, 156, sala 309, Niteroi – RJ – CEP: 24210-240, Brazil. ' Department of Industrial Engineering, Universidade do Estado do Rio de Janeiro (UERJ), Rua Sao Francisco Xavier, 524 Rio de Janeiro – RJ – CEP: 20550-900, Brazil

Abstract: Mobile TV is growing in importance worldwide and is of special interest to mobile operators, which have been trying to gain advantage through value-added services in the current competitive environment. This research utilised the Technology Acceptance Model (TAM) from Davis et al. (1989) for a comprehension of the elements needed for users| adoption of new services of this nature. It is proposed to add a new construct for the classic TAM: mass customisation, taken from the Dynamic Stability Model of Boynton et al. (1993). Based on the technical background, field research was accomplished with 32 professionals of the four main Brazilian mobile operators to evaluate the proposed elements in terms of importance and the level of quality at which they are found in the market.

Keywords: mobile TV; mobile television; mass customisation; technology acceptance model; TAM; mobile operators; competition; Brazil; TV services; television services.

DOI: 10.1504/IJMASSC.2010.036799

International Journal of Mass Customisation, 2010 Vol.3 No.3, pp.273 - 287

Available online: 09 Nov 2010 *

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