Exploring technology acceptance

Exploring technology acceptance for mobile services, Telecommunication industries especially in mobile phones are moving into era where data and video usages will be as important as voice usages. In other words, it is slightly moving from mere communication-oriented services such as voice calls to more complex content-oriented services (Vesa, 2005). Nowadays, Mobile Phones are not used for voice services only, but also for data services such as: texts messaging, gaming, download music, payment services, etc. Therefore, the future of the mobile telecommunications is expected to count on mobile services(Carlsson et al., 2006). Mobile services are expected to be a remediation for the declining of average revenue per user (ARPU) in telecommunication market (Knutsenet al., 2005). Another study also emphasizes that the future of telecommunications sector will be depending on mobile internet services development in addition to voice services(Bouman et al., 2006). It is believed that the market of mobile data services is likely to scale up in the future. The main goal of this paper is to identify the factors affecting the adoption of mobile services and proposed a framework to enhance TAM (Technology Acceptance Model) that will represent the factors that influence mobile services adoption. This paper will try to understand how and why people adopt mobile services (Carlssonet al., 2006). The framework is expected to help industry players when designing their services and defining their current and future business models. The second part of this paper is going to investigate the literature review from Technology Acceptance Model (TAM), Diffusion of Innovations, Technology of Planned Behavior, etc. The factors that might affect the adoption in mobile services will also be examined through literature review. The third part is going to talk about the Analytical Hierarchical Process (AHP) model of the adoption of mobile services. Part four will discuss the research methodology and data collections method. Results and Conclusions are going to be explained in fifth and sixth part respectively.


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