Skip to main content
SpringerLink
Log in

Beyond usability: the OoBE dynamics of mobile data services markets

  • Original Article
  • Published:
Personal and Ubiquitous Computing Aims and scope Submit manuscript

Abstract

With processors imbedded in appliances, cars, books, and other retail products, modern society has entered the world of pervasive computing. Yet few consumers are able to set up new digital devices and integrate them into everyday life. From this perspective, the data-enabled mobile phone leads the way. In many markets, mobile phones have a product life cycle of 12 months or less. Some subscribers are able to put their new phones to immediate and full use. For others, the learning curve is so steep that they move on to a replacement without having learned to exploit the functionality available in the first one. This work applies earlier findings by IMARC researchers in segmenting mobile data services (MDS) markets, interprets recent survey data, and synthesizes a model to guide design of the Out-of-the-Box Experience (OoBE) for mobile data subscribers. This integrative model can be applied across cultures to help service developers, facilitators and operators design, distribute and communicate new MDS to fulfill the demand side requirements of potential adopters, and to guide packaging design to improve user experiences during the early stages of use.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Fig. 1
Fig. 2
Fig. 3
Fig. 4

Similar content being viewed by others

References

  1. Quint B (2001) Out-of-the-Box experiences and taxonomies. Inform Today 18:8–12

    Google Scholar 

  2. Chapanis A (1996) Human factors in systems engineering. Wiley, New York

    Google Scholar 

  3. Chen S, Myers R, Pasetto R (1997) The out of box experience: lessons learned creating compelling VRML 2.0 content. In: Proceedings of the second symposium on virtual reality modeling language, San Jose

  4. Griffin C (2002) OoBE re-spins web sporting goods business. San Francisco 35 No:13

    Google Scholar 

  5. Khermouch G (1995) Acer tries to get out of the box. Brand week, accessed online at http://www.brandweek.com/brandweek/_id=548953

  6. Fouts JW (2000) On site: an “Out-of-Box” experience. Commun ACM 43:28–29

    Google Scholar 

  7. Prekop P, Burnett M (2003) Activities, context, and ubiquitous computing. Comput Commun 26 :1168–1176

    Google Scholar 

  8. Palen L, Salzman M (2002) Beyond the handset: designing for wireless communications useability. ACM Trans Computer-Human Int 9:125–151

    Google Scholar 

  9. Gilbert AL, Han MIH (2004) Modeling the dynamics of emerging mobile data services markets. In: NS Shi (eds) Mobile commerce applications. Idea group, Hershey, pp 233–255

    Google Scholar 

  10. Ives B, Learmonth G (1984) The information system as a competitive weapon. Commun ACM 27:1193–1201

    Google Scholar 

  11. Rogers E (1995) Diffusion of innovations. Free Press, New York

    Google Scholar 

  12. Chase R (1978) Where does the customer fit in a service operation? HBR 56:137–142

    Google Scholar 

  13. EBW (1995) Of Bicycles, bakelites, and bulbs: toward a theory of sociotechnical change. The MIT Press, Cambridge

    Google Scholar 

  14. DLJ (2004) Determining demand, supply, and pricing for emerging markets based on disruptive process technologies. Technol Forecast Soc 71:105–120

    Google Scholar 

  15. Moore G, McKenna R (1999) Crossing the chasm: marketing and selling high-tech products to mainstream customers. Harper Business, New York

    Google Scholar 

  16. IDC (2001) Trends today, insights for tomorrow. IDC’s 2001 videogame survey. IDC, accessed online at http://cyberatlas.internet.com/big_picture/applications/article/0,1323,1301_871111,00.html

  17. Moreau CP, Lehmann DR, Markman AB (2001) Entrenched knowledge structures and consumer response to new products. J Mol Recognit 38:14–29

    Google Scholar 

  18. Miller RN (1993) Target marketing. In (eds) Multinational marketing, Free Press, New York

  19. Weinstein A (1994) Market segmentation. Probus, Chicago

    Google Scholar 

  20. Kotler P, Armstrong G (1999) Principles of marketing. Prentice Hall, New Jersey

    Google Scholar 

  21. Keen and Mackenzie (2001)

  22. Wickens C, Gordon-Becker S, Liu YD (2003) An introduction to human factors engineering. Addison-Wesley, Reading

    Google Scholar 

  23. Urban G, Hauser J (1980) Design and marketing of new products. Prentice Hall, NJ

    Google Scholar 

  24. Urban G, Weinberg B, Hauser J (1996) Pre-market forecasting of really new products. J Marketing 60:47–60

    Google Scholar 

  25. Group OC (2001) Wireless gaming—playing to win. Accessed online at http://www.ovum.com/go/content/GAM.htm

  26. Bateman T, Crant JM (2001) Revisiting intrinsic and extrinsic motivation. Working paper

  27. Katz E, Blumer JG (1974) The uses of mass communications: current perspectives on gratifications research. Sage, Beverly Hills

    Google Scholar 

  28. Olson MJ (1965) The logic of collective action. Harvard University Press, Cambridge

    Google Scholar 

  29. Davis FD (1986) A technology acceptance model for empirically testing new end-user information systems: theory and results. Doctoral dissertation, Sloan School of Management. Massachusetts Institute of Technology, Cambridge

  30. Parasuraman A (2000) Technology readiness index (TRI): a multiple-item scale to measure readiness to embrace new technologies. J Serv Res 2:307–320

    Google Scholar 

  31. Anonymous (2003) M1 to launch 3G services next year. Business Times, Singapore. 28 Nov 2003 Accessed online at http://it.asia1.com.sg/newsdaily/news005_20031128.html

  32. Lee WPLCC (2003) Customising WAP-based information services on mobile networks. PUC 7:321–330

    Google Scholar 

  33. Woods D (1988) Coping with complexity: the psychology of human behaviour in complex systems. In: Goodstein L, Andersen, Olsen (eds) Tasks, errors, and mental models. Taylor and Francis, London, pp 128–148

  34. Rosen D, Purinton E, Lloyd SF (2004) Web site design: building a cognitive framework. J Electr Commer Organizations 2:15–28

    Google Scholar 

  35. Kaplan R (1973) Predictors of environmental preference: designers and clients. In: Prieser W (eds) Environmental design research, vol 1. Hutchinson and Ross, Stroudsberg, pp 265–274

  36. Alexander C (1977) A pattern language. Oxford University Press, London

    Google Scholar 

  37. Gamma E, Helm R, Johnson R, Vlissides J (1993) Design patterns: abstraction and reuse of object-oriented designs. In: Proceedings of the ECOOP ‘93, Springer, Berlin Heidelberg New York

  38. Roth J (2002) Patterns of mobile interaction. PUC 6:282–289

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Information Management Research Centre, Nanyang Business School, Nanyang Technological University, 639798, Singapore

    A Lee Gilbert, Sunanda Sangwan & Hilda Han Mei Ian

Authors
  1. A Lee Gilbert
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Sunanda Sangwan
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Hilda Han Mei Ian
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to A Lee Gilbert.

Rights and permissions

Reprints and permissions

About this article

Cite this article

Gilbert, A.L., Sangwan, S. & Ian, H.H.M. Beyond usability: the OoBE dynamics of mobile data services markets. Pers Ubiquit Comput 9, 198–208 (2005). https://doi.org/10.1007/s00779-004-0321-8

Download citation

  • Received:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s00779-004-0321-8

Keywords

Search

Navigation