Authors: Robert G. Picard
Addresses: Jonkoping International Business School, Jonkoping University, P.O. Box 1026, SE-551 11 Jonkoping, Sweden
Abstract: This paper explores the potential for audio and video services streamed to mobile handset from the perspective of consumer behaviour. The author argues that consumer choice rather than technology or supply side activities will determine the success of the services and that demand for mobile broadcasting services will come primarily from consumers who are currently using mobile audio and video services with other technologies. The author argues that increased attention needs to be placed on pressing issues as mobile communications capabilities increase and that a wide range of factors will influence consumer demand for mobile services.
Keywords: mobile services; B2C; mobile broadcasting; streaming; business models; consumers; audio services; video services; mobile handsets; mobile communications; consumer behaviour; mobile telephony.
International Journal of Mobile Communications, 2005 Vol.3 No.1, pp.19 - 28
Published online: 23 Dec 2004 *Full-text access for editors Access for subscribers Purchase this article Comment on this article