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GMR 20087th Global Mobility Roundtable

Innovative Services Through Mobile Technologies

In association with Conference Sponsors:

Brought to you by the Centre of Digital Enterprise (CODE)

BUSINESS SCHOOL

Department of Information Systemsand Operations Management

7th Global Mobility Roundtable Conference4

Welcome message from the Conference Co-chairs

Welcome message from the Programme Co-chairs

We welcome you all to the Seventh Global Mobility Roundtable (GMR

2008). The planning for this event started about eighteen months ago

and involved the key people who have been at the core of the Roundtable

since its inception. At the Auckland event, we have tried to continue the

spirit of GMR by combining academic research and industry

presentations. We hope that this dialogue between industry and

academia will foster mutual efforts to advance the state of knowledge in

mobility and allied fi elds of enquiry. The Centre of Digital Enterprise

(CODE) has organised several events over the years to foster interaction

between the academic and business communities. The programme

committee has worked diligently to construct an interesting programme

to showcase the benefi ts of such interaction. We hope that you will enjoy

the two day event; and to the delegates from overseas, we hope you take

the opportunity to explore the City of Sails and beyond during your visit

to New Zealand.

Ananth Srinivasan and Margo Buchanan-Oliver, Co-Directors, Centre of Digital

Enterprise, The University of Auckland Business School

It has been a great pleasure to develop the programme for this year’s

Global Mobility Roundtable. Our theme was Innovative Services Through

Mobile Technologies. This theme aimed to provide a platform for

exploring new ideas, from academic and industry perspectives, on the

convergence of mobility and service innovation management.

The theme was well received and submissions to the conference dealt

with a range of topics such as service innovation, business models, value

creation, mobile services for consumers and end-user utility. In addition,

we were particularly pleased to see a signifi cant number of submissions

on mobile technologies in developing countries and social inclusion

through mobile technologies. We also received submissions that

analysed the current literature in mobile business and provided an

outlook for future research and the development of this fi eld. Finally, we

were delighted to see that the conference theme also attracted the

attention of the industry participants and we are excited to host a

number of industry panels.

We hope that you share our excitement about the programme, especially

its consumer services aspects. Mobility is in the front-row of offering

utility and value to consumers through different information services and

applications. The future remains very interesting for researchers in the

mobile domain.

With warm welcome,

Eusebio Scornavacca and Tuure Tuunanen, Programme Co-Chairs

7th Global Mobility Roundtable Conference 5

Conference Committees:

Conference Co-ChairsMargo Buchanan-Oliver

Email:

[email protected]

Phone: +64 9 373 7599 ext 86898

Ananth Srinivasan

Email:

[email protected]

Phone: +64 9 373 7599 ext 85328

Programme Co - Chairs:

Tuure Tuunanen

Email:

[email protected]

Phone: +64 9 373 7599 ext 84622

Eusebio Scornavacca

Email:

[email protected]

Phone: +64 4 463 6697

Organisational Chair: Sponsorship Inquiries and Local

Arrangements Co-ordinator:

Lech Janczewski

Email:

[email protected]

Phone: +64 9 373 7599 ext 87538

Helen Lacey

Email:

[email protected]

Phone: 09 375 7599 ext 84518


Programme Committees:

Name Organisation

Andersson, Per Stockholm School of Economics

Barnes, Stuart University of East Anglia

Basole, Rahul Georgia Institute of Technology

Bauer, Johannes University of Michigan

El Sawy, Omar Marshall School of Business

Fife, Elizabeth Marshall School of Business

Fomin, Vladislav Copenhagen Business School

Giaglis, George Athens University of Economics and Business

Jarvenpaa, Sirkka University of Texas, Austin

Kamel, Sherif The American University in Cairo, Egypt

Lang, Karl City University of New York

Lawrence, Elaine University of Technology Sydney, Australia

Lehmann, Hans Victoria University of Wellington

Lyytinen, Kalle Case Western Reserve University

Maitland, Carleen Pennsylvania State University

Matti, Rossi Helsinki School of Economics

Penttinen, Esko Helsinki School of Economics

Pihlstrom, Minna Swedish School of Economics and Business Administration

Rossi, Matti Helsinki School of Economics

Sharma, Ravi Nanyang Technological University

Singh, JP Georgetown University

Sorensen, Carsten The London School of Economics

Tan, Clarence Bond Wireless

Thong, James Hong Kong University of Science and Technology

Thorngren, Bertil Stockholm School of Economics

Tilson, David University of Rochester, USA

Tuunainen, Virpi Helsinki School of Economics

Viehland, Dennis Massey University

Walden, Pirkko Abo Akademi University

Whalley, Jason University of Strathclyde

Yan, Xu Hong Kong University of Science and Technology


Overview of GMR 2008 Events

Day 1 Sunday 23 November Day 2 Monday 24 November Day 3 Tuesday 25 November

07:45

08:00

Tea/Coffee

OGGB, 088

Tea/Coffee OGGB, 088

08:15

08:30

08:45

09:00

Welcome and Plenary Keynote: Paul Maglio

OGGB, Level 0 Lecture Theatre: OGGB3

Plenary Keynote: Kalle Lyytinen OGGB, Level 0 Lecture Theatre: OGGB3

09:15

09:30

09:45

10:00

10:15 Morning Tea – OGGB, 088 Morning Tea – OGGB, 088

10:30

Breakout 1: Session 1

OGGB, Level 2

Room 223


OGGB, Level 0

OGGB3

Breakout 4: Session 77OGGB, Level 2

Room 223

Breakout 4: Session 8 OGGB, Level 0 OGGB3

10:45

11:00

11:15

11:30

11:45

12:00

GMR2008 Registration Opens

OGGB, Level 0 Foyer Area 088

12:15

12:30

Lunch OGGB, Level 0, Foyer 088

Lunch OGGB,Level 0, Foyer 088

12:45

1:00

1:15

1:30


OGGB, Level 2

Room 223


OGGB, Level 0

OGGB3

Breakout 5: Session 9 OGGB, Level 2

Room 223

Breakout 5: Session 10 OGGB, Level 0

OGGB3

1:45

2:00

2:15

2:30

2:45

3:00

3:15

3:30 Afternoon Tea – OGGB, 088 Afternoon Tea – OGGB, 088

3:45 Breakout 3: Session 5

OGGB, Level 2

Room 223


OGGB, Level 0

OGGB3

Closing Address CFP for GMR2009

Level 0, OGGB34:00

4:15

4:30

4:45 Closing Drinks OGGB, Fisher & Paykel Lobby


Overview of GMR 2008 Events

Day 1 Sunday 23 November Day 2 Monday 24 November Day 3 Tuesday 25 November

5:00

Welcome Drinks and Mäori Pöwhiri

OGGB, Fisher & Paykel Lobby

Meet at the OGGB Atrium,

Level 1 @ 5pm


OGGB, Level 2

Room 223


OGGB, Level 0

OGGB3Closing Drinks OGGB, Fisher & Paykel Lobby

5:15

5:30

5:45

Delegate Free Time

6:00

6:15

6:30

6:45

7:00

Conference Dinner The University of Auckland, Fale Pasifi ka

Building, 20 Wynyard St, Auckland

Meet at the OGGB Atrium,

Level 1 @ 7pm

7:15

7:30

7:45

8:00

8:15

8:30

8:45

9:00

9:15

9:30

9:45

10:00

10:15

10:30


Conference Programme

Day One: Sunday 23 November 2008

12:00pm – 5:00pm GMR 2008 Conference Registration Begins

The University of Auckland Business School, Owen G Glenn Building, Level 0, Foyer Area 088

5:00pm – 7:30pm GMR 2008 Welcome Drinks and Mäori Pöwhiri

The University of Auckland Business School, Owen G Glenn Building, Fisher & Paykel Lobby Meet in the Atrium, Level 1 at

5:00pm

Day Two: Monday 24 November 2008

7:30am – 9:00am GMR 2008 VIP Breakfast (Keynote Speakers and CODE Advisory Board)

Owen G Glenn Building, Level 3, Decima Glenn Room

8:00am – 9:00am Welcome Tea/Coffee

Owen G Glenn Building, Level 0, Lecture Theatre OGGB3

9:00am – 10:15am Welcome and Plenary Keynote Speaker: Paul Maglio, IBM


10:15am – 10:30am Morning Tea

Owen G Glenn Building, Level 0, Foyer Area 088

10:30am – 12:30am Breakout 1

Session 1 &2

Session 1: Mobile Business Models 1, OGGB, Level 2, Room 223

16. The Business Models for Mobile Tele-Health in the U.S.: applying the VISOR Framework, Elizabeth Fife and Francis •

Pereira

7. M-commerce Exploitation: A SME Business Model Perspective, John Parma Ulhøi and Frances Jørgensen•

10. Mobile Service Adoption - The Swedish Case between 2006 and 2008, Maria Åkesson and Carina Ihlström •

Eriksson

12. Mobility and Value – Where are the Business Models, Ulf Essler and Per Andersson•

Session 2, P1. Industry Panel: “Mobile Technologies and the Consumer”, OGGB, Level 0, OGGB, Lecture Theatre 3

12:30pm – 1:30pm Lunch


1:30pm – 3:30pm Breakout 2

Session 3 & 4

Session 3, Mobile Consumer Services, OGGB, Level 2, Room 223

15. Reliving the History of Bomarsund with a Mobile Value Service, Christer Carlsson and Pirkko Walden•

9. Mobile Games: Analysing the Needs and Values of the Consumers, Samu Sylvander, Esko Penttinen, Matti Rossi •

and Tuunainen Virpi

4. Exploring the location-based service requirements of tourists visiting Auckland, NZ, Farai Mbira and Judith •

Symonds

8. Mobile Consumers and Multi-Channel Interactions, Harold Cassab and Tuure Tuunanen•

Session 4, P2. Industry Panel: “Innovation in Mobile Business and Technology”, OGGB3, Level 0, Lecture Theatre B3



3:30pm – 3:45pm Afternoon Tea

G Glenn Owenn Building, Level 0, Foyer Area 088


Session 5 & 6

Session 5, Mobile Business Models 2, OGGB, 2, Room 223

18. The Impact of Consumer-Service Provider Interaction on the Adoption of Mobile Commerce Services by •

Individuals: A Research Model, Yousuf Salim Alhinai, Sherah Kurnia and Stephen Smith

1. A Business Network Model for Delivering Online Content and Services on Mobile Platforms, •

Ravi Sharma, Miguel Morales-Arroyo, Margaret Tan and Sunanda Sangwan

13. Negotiating with mobility: The Price to Pay for Actors in Event Ticketing, Patrik Karrberg•

Session 6, P3. Industry Panel: “Innovation in Unlikely Places: Mobile Service Usage in Emerging Regions”, OGGB, Level 0,

Lecture Theatre B3

5:45 – 7:00pm Delegate Free Time

7:00pm – 10:30pm Conference Dinner

The University of Auckland, Fale Pasifi ka Building, 20 Wynyard Street, Auckland. Meet in the Atrium,

Level 1 at 7:00pm

Day Three: Tuesday 25 November 2008

8:00am – 9:00am Welcome Tea/Coffee


9:00am – 10:15am Welcome and Plenary Keynote Speaker: Kalle Lyytinen


10:15am – 10:30am Morning Tea


10:30am – 12:30pm Breakout 4

Session 7 & 8

Session 7, Service Innovation, OGGB, Level 2, Room 223

6. Is the Cellular Technology Bridging the Global Digital Divide? Evidence from Country-Level Data, Nir Kshetri and •

Nikhilesh Dholakia

14. Promoting Mobile Phone Usage in Africa: the promise and challenge of Top-down/Bottom-up Innovation, •

Elizabeth Fife and Laura Hosman

11. Mobile, but Not Necessarily Global (and Vice Versa): Connectivity and Distributed Services, Darl Kolb and •

Christoph Breidbach

17. The eduPhone: Interactive E-learning for Developing Countries, Åke Grönlund and Yousuf Islam•

Session 8, Industry Presentation, Case Studies: OGGB, Level 0, Lecture Theatre B3

P5: Astrata Ltd, John Brew, Managing Director, Astrata•

P6. Openwave, Mobile Analytics: Using Subscriber Intelligence to create Personalised Services”, Martijn Blanken, VP •

and GM of Asia Pacifi c and Japan, Openwave

P7: StayinFront, Tony Bullen, Managing Director Asia Pacifi c Region•

P8: GS1, Gary Hartley, General Manager, Sector Development, GS1 NZ, Erik Sundermann, Snr Professional Services •

Consultant, GS1 NZ and Shaun Bosson, Professional Services General Manager, GS1 NZ



12:30pm – 1:30pm Lunch



Session 9 & 10

Session 9, State of Mobile Research and Looking Beyond, OGGB, Level 2, Room 223

5. Exploring The State-of-The-Art of Mobile Banking Literature, Hartmut Hoehle and Hans Lehmann•

2. Critical Success Factors That Will Determine the Future of WiMAX, Sheenu Chawla and Dennis Viehland•

3. Exploring the Literature on User Acceptance of Mobile Technologies, Eusebio Scornavacca and Sid Huff•

Session 10, P4: Industry Panel, Mobile Technology Innovations for National Growth, OGGB, Level 0, Lecture Theatre B3

3:30pm – 3:45pm Afternoon Tea


3:45pm – 4:30pm Closing Address


4:30pm – 5:45pm Closing Drinks

OGGB, Fisher & Paykel Lobby

CFP for GMR2009: American University of Cairo, Egypt


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Paper and Panel Abstracts:

1. A business network model for delivering online content and services on mobile platformsRavi Sharma, Institute for Media Innovationj, Nanyang Technological University,

Singapore, [email protected]

Miguel Morales-Arroyo, Institute for Media Innovation, Nanyang Technological

University, Singapore, [email protected]

Margaret Tan, Institute for Media Innovation, Nanyang Technological University,

Singapore, [email protected]

Sunanda Sangwan, Institute for Media Innovation, Nanyang Technological

University, Singapore, [email protected]

This paper presents a framework for the analysing revenue distribution

in the delivery of mobile content such as music, movies, games and

news. In such content delivery networks, there are various roles played

by producers, consumers, syndicators, aggregators and distributors in

the marketplace. We develop a framework that suggests that the

revenue distribution within a business model is determined by the range

between producers’ cost of production and consumers’ willingness to

pay. The allocation of these revenues among the players is in turn

determined by their “value adding” capacity which is a function of the

interface for content, service platform, organising model and revenue

streams. The game-theoretic notions of fairness and effi ciency are

introduced as a strategy for stability in the business model and then

used in our analysis of a mobile service.

2. Critical success factors that will determine the future of WiMAXSheenu Chawla, Department of Information Systems and Operations

Management, The University of Auckland, Auckland, New Zealand

Dennis Viehland, Centre for Mobile Computing, Massey University, Auckland,

New Zealand

WiMAX is being promoted as a potential solution to a number of

problems that have plagued the wired and wireless broadband industry

since it originated. Can WiMAX fulfi l this promise in a crowded and

competitive market? If so, what is critical to its success? The Delphi

Method is used to identify the critical success factors that will give

WiMAX an edge over other existing wireless technologies The top three

critical success factors for WiMAX are availability of handset devices

and consumer premise equipment, bandwidth speed and

interoperability and standardisation.

3. Exploring the literature on user acceptance of mobile technologiesEusebio Scornavacca, School of Information Management, Victoria University of

Wellington, New Zealand, [email protected]

Sid Huff, School of Information Management, Victoria University of Wellington,

New Zealand, [email protected]

The purpose of this paper is to provide a current assessment of the state

of mobile business research, with particular emphasis on the issue of

user acceptance. Through a thorough examination of major publications

outlets, we characterise the development of this research stream, where

it is today, the key themes that have emerged so far, and, most

importantly, where effort should be focused in the future in order to

build a strong research tradition.

4. Exploring the location-based service requirements of tourists visiting Waiheke Island, New ZealandFarai Mbira, AUT University, Auckland, New Zealand,

[email protected]

Judith Symonds, AUT University, Auckland, New Zealand,

[email protected]

On arriving at a tour location, tourists have problems fi nding what to do,

when to do it, how to do it, where things are and how to share their

experience with others (Brown & Chalmers, 2003). The nomadic nature

of tourists’ requirements provides a challenge that requires an

understanding of the nature of these requirements. While tourists’

service providers attempt to solve these problems, there is a need to

involve the tourist to help understand their location-based service

requirements. In this paper we report on a survey of tourists to Waiheke

Island in Auckland, New Zealand to try to understand the location-based

service requirements of tourists. We are able to corroborate with

fi ndings of other studies, however we fi nd that tourists do not regard

challenges as problems until there is a lack alternative solutions to

address the challenge. This has implications for location-based service

delivery providers and researchers interested in understanding the

individual location-based service requirements of tourists.

5. Exploring the state-of-the art of mobile banking literatureHartmut Hoehle, School of Information Management, Victoria University of


Hans Lehmann, School of Information Management, Victoria University of


The convergence of mobile communications and the Internet has

provided the foundation for the development of a new electronic

banking channel – mobile banking. As a result, in the past decade, a

substantial body of academic research on mobile banking applications

has emerged. This paper explores the state-of-the-art in mobile banking

research, utilising a classifi cation scheme to identify future research

directions. The 58 mobile banking articles identifi ed were classifi ed into

one of the following four categories: general, consumer, industry, and

technology. By providing a comprehensive reference list, we anticipate

that this research will provide an insightful overview of the existing

literature on mobile banking as a source for anyone who is interested in

mobile banking. This paper also provides a discussion on future research

directions for mobile banking.

6. Is the cellular technology bridging the global digital divide? Evidence from country-level dataNir Kshetri, Bryan School of Business and Economics, University of North

Carolina—Greensboro, [email protected]

Nikhilesh Dholakia, College of Business Administration, University of Rhode

Island, [email protected]

Capabilities of accessing, delivering, and exchanging information in

digital forms vary greatly across the rich and the poor countries. In the

low-income countries, high costs of information and communication

technology (ICT), supply constraints, lack of relevant skills, unavailability

of required content on the Internet, unfavorable geography, and other

similar factors deter access to digital information. Mobile

communication technologies and mobile commerce (M-commerce) offer

the prospects of bridging the global digital divide if proper policies are

put in place at various levels in the public and private sectors. This


paper provides conceptual and empirical understanding of cellular

technologies’ potential of bridging the global digital divide.

7. M-commerce exploitation: a SME business model perspectiveJohn Ulhøi, Aarhus School of Business, Aarhus University, Aarhus, Denmark,

[email protected]

Frances Jørgensen, [email protected], Aarhus School of Business, Aarhus University,

Aarhus, Denmark

SMEs venturing into business ventures utilising mobile devices via

wireless communication for commercial purposes, or Mobile commerce

(M-commerce), need to be adept at both exploiting cutting edge

technology and managing intense collaboration between a host of

network participants. Successful entry into this emerging market may

well depend on development of new business models that emphasise the

socio-technical intricacies of these networks. The objective of this paper

is to examine the development of these networks as a central part of

new M-commerce business models in SME’s and report on initial fi ndings

from the preliminary phase of the project that is aimed at exploring,

describing, and facilitating the development of new business models for

M-commerce in SME’s in Denmark. Data has been collected through

in-depth interviews. The paper contributes to theory relative to

M-commerce business models, and in particular, models characterised

by intense collaborative network relationships.

8. Mobile consumers and multi-channel interactions Harold Cassab, Department of Marketing, The University of Auckland,

New Zealand, [email protected]

Tuure Tuunanen, Department of ISOM, The University of Auckland, New Zealand,

[email protected]

The need for a fresh perspective of the user as a consumer is reinforced

by the reality we observe in contemporary IT service development. Our

study is a cross-disciplinary view of consumer satisfaction with multi-

channel interactions with mobile service providers. We examine the

service context from the perspective of a consumer. The main question of

interest for this study is the extent to which the multi-channel interaction

experience results in consumer satisfaction and any tradeoffs that

consumers make in the evaluation of the context of service. From this we

aim to gain further insights into the participatory requirements discovery

practice. The study involves an online survey with US mobile consumers

selected randomly and empirical data is analysed using regression

methods. Our fi ndings indicate that the variables included in the model

have a direct impact on consumer satisfaction when considered

individually. There are, however, tradeoffs between variables (e.g.,

problem-handling and record accuracy; scalability and usability of

service) when considered simultaneously. The article opens the

discussion of end-users as consumers of IT enabled services. IT

practitioners designing services need to consider not only the

technological artifact, but also the entire service offering, which may

include traditional face-to-face and IT enabled components.

9. Mobile games: analysing the needs and values of the consumersSamu Sylvander, Helsinki School of Economics, Finland, [email protected]

Esko Penttinen, Helsinki School of Economics, Finland, [email protected]

Matti Rossi, Helsinki School of Economics, Finland, [email protected]

Virpi Kristiina Tuunainen, Helsinki School of Economics, Finland,

[email protected]

In this paper, we examine the consumers’ values, needs, and objectives

related to mobile games. We use the value-focused model by Keeney

(1999) and draw on a survey among 714 Finnish mobile game

consumers. Using principal component analysis, we fi nd that – in the

case of mobile games – the fundamental objective constructs can be

categorised into (1) satisfaction of quality expectations, (2) gaming

experience, (3) ease/quickness of setup, and (4) social aspects. The

means objectives are categorised into (1) audiovisual effects, (2)

customer support, (3) product information, (4) product comparison, (5)

trust, and (6) independence of time and place in purchasing process.

Using cluster analysis, we were able to categorise the consumers into

four groups: value seekers, heavy players, casual gamers, and non-

players. These results can be used to guide the development and

evaluation of new mobile game offerings.

10. Mobile service adoption - the Swedish case between 2006 and 2008Åkesson, M. , School of Information Science, Computer and Electrical Engineering,

Halmstad University, Sweden

Ihlström Eriksson, C., School of Information Science, Computer and Electrical

Engineering, Halmstad University, Sweden

This paper describes the development of mobile service adoption

between 2006 and 2008 using the Global Acceptance of Technology

model (GAT) for categorisation. Two online surveys were conducted, one

in 2006 and one in 2008. The online questionnaires were presented at

the web sites at two Swedish newspapers with comparable circulation.

The sample from 2006 includes 131 respondents and the 2008 sample

include 152 respondents. The samples have comparable distribution of

gender, age and mobile phone penetration. The fi ndings show a positive

development in mobile service adoption in Sweden from 2006 to 2008,

e.g. a large portion of the users have upgraded their mobile phones to

3G. The cost is no longer an important barrier for adoption and users

seem to be more acquainted with using mobile services and therefore

do not regard mobile services to be as complicated. However, the value

of mobile services was generally rated lower in 2008 than in 2006,

suggesting a new challenge for the mobile service producers.

11. Mobile, but not necessarily global (and vice versa): connectivity and distributed servicesDarl G. Kolb, The University of Auckland Business School, New Zealand,

[email protected]

Christoph Breidbach, The University of Auckland Business School, New Zealand,

[email protected]

This paper discusses the concepts of ‘mobile’ and ‘global’ through the

lens of connectivity and suggests that being connected is generally

more valuable than being mobile with an ICT (Information and

Communication Technology) device. But, there are also instances where

being ‘hyper-connected’ can also lose at least part, if not all, of its value.

This research in progress portrays services, and to some extent other

forms of work, as an intersection of global and mobile attributes and

discusses the implications of this approach on our thinking about global

service delivery, as well as distributed work environments.

Paper and Panel Abstracts


Paper and Panel Abstracts

12. Mobility and value – where are the business models?Ulf Essler, Centre for Information and Communication Research, Stockholm School

of Economics, [email protected]

Per Andersson, Centre for Information and Communication Research, Stockholm

School of Economics, Per [email protected]

The wireless landscape sketched in this paper appears both exciting and

uncertain. The concept of mobility is clearly more than just a fancy word

for cell phones. It is rather an umbrella concept embracing the

complexities of a new wireless world. This paper compiles empirical data

and analytical work conducted from a set of research projects

performed from 2003 to date. Broadly, the collection of research

projects can be grouped under three themes: Mobile consumers and

changes in user behavior, Mobile enterprises: Developing values from

new mobile offerings and Mobile networks: Changing technologies,

market structures and business models. Some twenty enterprise

industries and settings have been analysed, and the resulting issues

elaborated here are drawn from this analysis. A qualitative approach

has been taken in most of the cases. The results indicate that

surprisingly little has happened in terms of business models, i.e., we are

still in an experimental development phase. The lifespan of services and

business models is short or very short. Consumers’ are wary of seller

control and ”look-ins” attempts through brands, technology, devices and

geography. Little or no value is created.

13. Negotiating with mobility: the price to pay for actors in event ticketingPatrik Kärrberg, London School of Economics and Political Science, UK,

[email protected]

This work in progress paper discusses how the time factor of mobile

commerce drives a change in delivery mechanisms and bargaining

power among fi rms involved in event ticketing. By archival research and

twelve semi-structured interviews a conceptual framework, a case study

and analysis are provided. By combining concepts of mobility,

bargaining, and value chain innovation, a novel approach is provided for

M-commerce analysis. The event ticketing industry is a fi rst mover in

M-commerce involving what we call “meso-payments” (€5-€100). This

fi rm-level and technology coordination could be assumed to take place

through a so-called “structured dialogue”. However, negotiating with

mobility for ticketing doesn’t come without a price: increasing demands

from users for convenient purchasing and delivery are combined with

higher expectations of interactivity. This challenges the position of

traditional distributors and opens up for new competition from mobile

carriers and on-line data base owners. M-commerce offered by these

new actors could also lead to dynamic prices supporting a shift in

ticketing purchase behaviour. Key elements of our model are supported

by the event ticket case study. It is likely that our conclusions regarding

M-commerce and its effect on negotiations in the event ticketing

industry could be generalised into other industries.

14. Promoting mobile phone usage in Africa: the promise and challenge of top-down/bottom up innovationLaura Hosman, Department of Environmental Science, Policy & Management,

University of California, [email protected]

Elizabeth Fife, Institute for Communication Technology Management (CTM),

Marshall School of Business, University of Southern California,

fi [email protected]

The mobile phone revolution currently sweeping Africa has

demonstrated social, economic and political value in resource-starved

conditions. Starting at a low base, the continent boasts the highest

mobile telephony growth rates in the world. Although Africa is on its

way to experiencing a communications revolution, the growth of mobile

phone adoption often has occurred in spite of serious obstacles. Pent up

demand along with limited resources has led to innovation and services

that provide intrinsic economic and social value. Much remains to be

done by governments to support further growth of mobile adoption,

technology, and market structure, while the private sector, non-profi ts,

and academics all have an important role to play in the development

process as well. The phenomena of top-down-meeting-bottom up

innovation offers the potential for providing needs analysis to

stakeholders in regard to their role in promoting mobile technology and

what is needed to promote development. Additionally, regional and

international service providers, software, and device companies can

foster innovation from the bottom to guide product and service

development and identify opportunities. Bringing together those at the

top with those at the bottom appears to offer mutual benefi t for growing

markets for services that can also promote development.

15. Reliving the history of bomarsund with a mobile value serviceChrister Carlsson, Institute for Advanced Management Systems Research, Abo

Akademi University, Finland, [email protected]

Pirkko Walden, Institute for Advanced Management Systems Research,

Abo Akademi University, Finland, [email protected]

The future competitive advantages for a successful travel industry will

most probably be built around effective mobile value services. Mobile

value services create customer value with the support of mobile

technology, a support which we now have come to understand that

should be context-adapted and user-adaptive; this in turn is designed to

expand the limits of the possible in the structure of everyday life

routines. In this paper we describe the development of a mobile guide

service which is aimed at supporting tourists at the fortress of

Bomarsund - one of the most important attractions on the Aland islands

–which cannot be seen as it was completely destroyed during the

Crimean War in 1854. We developed and implemented a tourist guide

for mobile phones which tells the story of the fortress from different

angles as the tourists walk through and visit different parts of the once

imposing fortress. We will show that the mobile tourist guide is a mobile

value service and that it provides some useful lessons which will have

general signifi cance for building mobile value services, which will

contribute to a successful mobile service industry.

16. The business models for mobile tele-health in the U.S.: Applying the visor frameworkElizabeth Fife, Institute for Communication Technology Management (CTM),


fi [email protected]

Francis Pereira, Institute for Communication Technology Management (CTM),


[email protected]

The growth in Internet browsing for health-related information together

with demographic changes in the industrialised countries strongly

suggest a latent demand for mobile telemedicine as well as personal

monitoring and applications that can lower costs and improve the

quality of healthcare delivery. The mobile device provides a convenient


and usable option for delivering information between the consumer

and healthcare professional. Wireless applications for transferring,

accessing and updating patient records could provide a potential

solution to the escalading cost of health care, particularly as the

population ages. Despite its potential, mobile-telehealth has not

progressed as rapidly as anticipated, and there are very few

deployments to date.

Much discussion has focused on the technology challenges associated

with mobile healthcare, whereas we focus on the social, regulatory, and

market forces that will affect adoption of mobile-telehealth. Using the

VISOR business model framework, we analyse the value proposition of

mobile-telehealth and adoption factors. We fi nd that while the value

proposition for mobile healthcare is substantial, signifi cant obstacles in

the organisational structures and service platforms exist which must be

addressed to accelerate adoption in the US.

17. The eduphone: interactive elearning for developing countriesÅke Grönlund, Örebro University, [email protected]

Yousuf M. Islam, Daffodil International University, [email protected]

This paper reports an effort to make distance education in developing

countries inclusive by introducing interactivity in an easily accessible

manner. A Learning Management System used with communication

enabled by mobiles has been developed. This is used in combination

with video and innovative pedagogy to create a large-scale accessible

interactive learning environment for students. The issues addressed by

the work are (1) how to arrange accessible low-cost distance tuition

requiring only minimal ICT infrastructure and (2) how to make education

interactive. Goal 1 is achieved by building a learning management

system using existing sms infrastructure and testing it in Bangladesh.

Goal 2, much more complicated and a long-term effort, is addressed by

the pedagogy developed and implemented in TV/video lessons to

accompany, and guide, the electronic communication. This paper briefl y

describes the project which involves technology design, development

and testing, curriculum development, teacher education for interactive

learning, and a new business model for educators.

18. The impact of consumer-service provider interaction on the adoption of advanced mobile services by individuals: a research modelYousuf Salim AlHinai, Department of Information Systems, The University of

Melbourne, Australia, [email protected]

Sherah Kurnia , Department of Information Systems, The University of Melbourne,

Australia, [email protected]

Stephen Smith, Clayton School of IT and Department of Accounting and Finance,

Monash University, Australia, [email protected]

Mobile services adoption by consumers has not been as successful as

predicted. Understanding the factors that affect consumer adoption

requires an understanding of the entities that interact at the mobile

service provision level. In this study, the consumer, the service, the

service provider, and the social system are identifi ed as the main

entities. It is argued that the individual characteristics as well as the

interactions among these entities can be the origin of many important

factors. Based on a review of relevant studies, we observe that the

existing literature has primarily focused on the factors that relate to the

consumer, the service, and the social system both in terms of their

individual attributes and their interactions. However, the consumer-

service provider interaction has been left with scarce investigation. This

research examines this aspect by investigating the impact of two

relevant factors: Perceived Relationship Quality (PRQ) and Perceived

Value of the Incentive (PVI). The impact of these two factors on consumer

attitudes and intentions toward adopting mobile services is discussed.

Based on this a research model is proposed along with relevant

hypotheses for further empirical investigation. Several implications of

this study on theory and practice are discussed.

Paper Abstracts


Industry Panels and Presentations

P1: Industry Panel: “Mobile Technologies

and the Consumer”

A discussion concerning the pervasive and global use of mobile

technologies. What are the benefi ts and concerns around mobile

technology for the consumer? What do these technologies offer for the

co-creation of experience between consumers and companies.

Panelists Include:

(Chair) Martijn Blanken, VP and GM of Asia Pacifi c and Japan, •

Openwave

Martin Butler, NZ General Manager Business Products, Telecom •

Kursten Shalfoon, GM Commercial Products and Services, •

Vodafone

Steven Simms, Director of Wireless and Broadband Forum•

Scott Bartlett, CEO, Orcon •

P2: Industry Panel: “Innovation in Mobile

Business and Technology”

A discussion of the varying ways in which mobile technologies are

enabling the lives of consumers and creating effi ciencies in business

processes across multiple sectors. The implications of mobile technology

adoption on HR and organisational culture will also be discussed.

Panelists Include:

(Chair) IBM, company confi rmed, attendees tbc by Nicholas •

Davies, Strategist, IBM

Hazel Jennings, ICT Manager, Royal New Zealand Foundation •

of the Blind

Craig Jones, Health Sector Manager, Vodafone•

Kevin Drinkwater, Global IT Manager, Mainfreight•

Don Sheridan, Associate Dean Teaching and Learning and Head •

of Department ISOM, University of Auckland Business School

Gary Ertel, Managing Director, Data Over Radio•

Gareth Berry, Consulting Principal - Communications, Media and •

Entertainment, HP

P3: Industry Panel: “Innovation in

Unlikely Places: Mobile Service Usage in

Emerging Regions”

This discussion will focus on the following questions:

Do current business models promote sustainability? Do they •

promote social development?

Are open societies (democracies) easier or more diffi cult to do •

business with?

Do ICTs/mobiles really promote democracy, or do they increase •

the power of those already with/in power?

Why do we expect mobiles to have such a strong effect on •

economic growth when the majority of people use phones for

personal use?

After the entire world has the phones they want (in 5 years, given •

mobiles’ growth rates) what will be the new business plan? In the

US, we’re locked into our 2-year subscriptions, and the mobile

companies have devised new strategies for profi tability, but will

these strategies work for customers (the poor) in the developing

world (particularly if their incomes do not rise)?

What about e-waste? (Once 6 billion people have mobile phones?) •

Panelists Include:

(Chair) Laura Hosman, University of California, Berkeley•

Antonio Diaz Andrade, Management and International Business, •

The University of Auckland Business School

Matti Rossi, Helsinki School of Economics•

Clarence Tan, Bond Wireless•

Ernie Newman, TUANZ•

P4: Industry Panel: “Mobile Technology

Innovations for National Growth”

This is a discussion of the impact of mobile technologies on national

growth. It will consider the regulatory and structural issues around

wide-spread deployment in the national market. This cross-sectoral

discussion will also consider mobile technology’s impact on consumer

and business privacy, and the potential for investment and innovation in

mobile technology at the national level.

Panelists Include:(Chair) Garth Biggs, Executive Director, HiGrowth•

Prashant Belwalker, ICT Sector Manager, NZTE•

Michael Tyler, Director, Telecom (tbc)•

Mike Ogle, VP Global Market Development, Imarda Inc•

Charlie Clementson, Head of Vodafone Live, Vodafone•

Doug Stuart, NZ IT Manager, IBM•

Industry Presentations•

P5: Industry Presentation: Case Study – Astrata Ltd

John Brew, Managing Director, Astrata

P6: Industry Presentation: Case Study – Openwave

“Mobile Analytics: Using Subscriber Intelligence to create

Personalised Services”

Martijn Blanken, VP and GM of Asia Pacifi c and Japan, Openwave

P7: Industry Presentation: Case Study - StayinFront

Tony Bullen, Managing Director Asia Pacifi c Region

P8: Industry Presentation: Case Study – GS1

Gary Hartley, General Manager, Sector Development, GS1 NZ

Erik Sundermann, Snr Professional Services Consultant, GS1 NZ

Shaun Bosson, Professional Services General Manager, GS1 NZ


Author’s Index Industry Panelists

Åkesson, M. 10

AlHinai, Yusuf Salim 18

Andersson, Per 12

Arroyo, Miguel 1

Breidbach, Christoph 11

Carlsson, Christer 15

Cassab, Harold 8

Chawla, Sheenu 2

Dholakia, Nikhilesh 6

Eriksson, C. Ihlström 10

Essler, Ulf 12

Fife, Elizabeth 14, 16

Grönlund, Åke 17

Hoehle, Hartmut 5

Hosman, Laura 14

Huff, Sid 3

Islam, Yousuf M. 17

Jørgensen, Frances 7

Kärrberg, Patrik 13

Kolb, Darl G. 11

Kshetri, Nir 6

Kurnia, Sherah 18

Lehmann, Hans 5

Mbira, Farai 4

Penttinen, Esko 9

Pereira, Francis 16

Rossi, Matti 9

Sangwan, Sunanda 1

Scornavacca, Eusebio 3

Sharma, Ravi 1

Smith, Stephen 18

Sylvander, Samu 9

Symonds, Judith 4

Tan, Margaret 1

Tuunainen, Virpi Kristiina 9

Tuunanen, Tuure 8

Ulhøi, John 7

Viehland, Dennis 2

Walden, Pirkko 15

Andrade, Antonio Diaz P3

Bartlett, Scott P1

Belwalker, Prashant P4

Berry, Gareth P2

Biggs, Garth P4

Blanken, Martijn P1, P6

Bosson, Shaun P8

Brew, John P5

Bullen, Tony P7

Butler, Martin P1

Clementson, Charlie P4

Davies, Nicholas P2

Drinkwater, Kevin P2

Ertel, Gary P2

Hartley, Gary P8

Hosman, Laura P3

Jennings, Hazel P2

Jones, Craig P2

Newman, Ernie P3

Ogle, Mike P4

Rossi, Matti P3

Shalfoon, Kursten P1

Sheridan, Don P2

Simms, Steven P1

Stuart, Doug P4

Sundermann, Erik P8

Tan, Clarence P3

Tyler, Michael P4

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