Hong Kong Mobility Roundtable

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Marshall School of Business
Hong Kong Mobility Roundtable The Global
Acceptance of Technology (GAT) Model and Demand
for Mobile Data Services
Elizabeth Fife, Ph.D. Francis Pereira,
Ph.D. June 2-3, 2005
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Gaps in Current Technology Diffusion Models

• Dont account for following 3 situations
• Different adoption rates of innovations across
  national markets
• Different adoption rates in the same ethnic
  groups across different national markets
• Different adoption rates of innovations within
  the same age groups across different national
  markets

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Global Acceptance of Technology Model GAT

• Dimensions for Analyzing Adoption of mobile
  service/application

• Perceived Relative Value
• Usability/Compatibility Drivers
• Cultural Socialization Drivers social and
  organizational norms
• Technology Adoption Catalyst

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Global Acceptance of Technology Model GAT

NEW APPROACH
VERY GENERAL
VERY SPECIFIC
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WMIS U.S. Survey Statistics
1,010 Respondents
Education
Income
Ethnicity
Profession
51 Male
49 Female
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Mobile Data Services
Frequency of downloading mobile data services

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Mobile Data Service
Revenues as of total revenue 2003 (3rd qtr.)

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Perceived Relative Value
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Perceived Relative Value
of Text Messages in total sent per day U.S.
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Perceived Relative Value
Amount of Time per day spent using MDS ()
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Perceived Relative Value
Likelihood that MDS will be used if following
were true

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Perceived Relative Value
Extent to Which MDS has supported the following
(by age)

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Perceived Relative Value
QOL and Social Life (by age)

Percentage in Each Age Group Agreeing or
Completely Agreeing
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Perceived Relative Value
QOL and Social Life (by age)

Percentage in Each Age Group Agreeing or
Completely Agreeing
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Perceived Relative Value
Reasons for using mobile data services - 2004

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Usability-Compatibility
Motivations to Replace Handset (U.S. 2004)

Percentage of respondents
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User Compatibility Drivers
Motivations to Replace Handset (U.S.2003)

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Usability-Compatibility Drivers
Important qualities for mobile data services

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Usability - Compatibility Drivers
Hong Kong Where Mobile Users Most Frequently
Access Mobile Data Services by Age of User

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Usability - Compatibility Drivers
U.S. Where Mobile Users Most Frequently Access
Mobile Data Services by Age of User
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Usability - Compatibility Drivers
U.S. Where Mobile Users Most Frequently Access
Mobile Data Services by Age of User

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Usability - Compatibility Drivers
Sources for learning about mobile services
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Usability -Compatibility Drivers
Sources for learning about mobile services (by
age)
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Cultural Socialization
Adoption by Different Age Groups Across Markets
U.S. - Reasons to adopt mobile services (by age)

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Cultural Socialization
Adoption by Different Age Groups Across Markets
Hong Kong Reasons to adopt mobile services (by
age)
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Cultural/Socialization Drivers
U.S. work-personal life balance (by age)
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Cultural/Socialization Drivers
Hong Kong work-personal life balance (by age)
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Cultural/Socialization Drivers
Korea work-personal life balance (by age)
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Cultural Socialization
Adoption by Different Ethnic Groups Within Same
Market
U.S. Work/personal use balance (ethnic group)
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Cultural/Socialization Drivers
Important qualities for mobile data services

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Cultural/Socialization Driver
Important qualities for mobile data services

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Cultural Socialization
Reasons for using mobile data services

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Conclusion
Preliminary Assessment Using GAT
HIGH
Medium
Low
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Thank You
fife_at_marshall.usc.edu pereira_at_marshall.usc.edu Cen
ter for Telecom Management Marshall School of
Business University of Southern
California www.marshall.usc.edu/ctm