Mobilt Internet Og Adfærd

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Mobilt Internet Og Adfærd Mobilt internet og adfærd Særligt med hensyn til mobile spil og location based services Af Trond Bjerkan Cand.merc.dat kandidatafhandling Mobilt internet og adfærd Særligt med hensyn til mobile spil og location based services Navn: Trond Bjerkan CPR-nummer: Vejleder : Jan Damsgaard Keywords : Location based services, LBS, mobilitet, mobilt internet, mobile spil, adfærd 2 Forord Denne afhandling er skrevet som afslutning på cand.merc.dat studiet ved Handelshøjskolen i København. København, marts 2005 Trond Bjerkan Indholdsfortegnelse Forord 3 Introduktion 5 5 1.1 Emnevalg 5 1.2 Formål 6 1.3 Målgruppe 6 1.4 Problemformulering 6 1.5 Opgavestruktur 7 1.6 Metode Mobilt internet 8 8 2.1 Internet 10 2.2 Mobilt internet 12 2.3 Mobilitet 12 2.3.1 Mobilitet A 13 2.3.2 Mobilitet B 13 2.3.3 Mobilitet C 15 2.4 Mobile klienter 17 2.4.1 Egenskaber ved mobile klienter 20 2.4.2 Fremtidige mobile klienter Mobile applikationer 23 24 3.1 Definition af mobile applikationer 25 3.2 Kategorier af mobile applikationer 27 3.3 Egenskaber ved mobile applikationer 29 3.4 Mobile applikationer og andre medier 29 3.4.1 Mobil marked 30 3.5 Værdikæde i mobile applikationer 34 3.6 I-mode 36 3.7 Mobile spil 36 3.7.1 Elektroniske spil historisk 38 3.7.2 Spil kontra mobile spil 38 3.7.3 Typer af mobile spil 41 3.7.4 Spil ressourcer 41 3.7.5 Spil standard 42 3.7.6 Overvågning Location based services 43 43 4.1 Positioneringsmetoder 43 4.1.1 Manuel positionering 44 4.1.2 Halv automatisk positionering 46 4.1.3 Automatisk positionering 57 4.2 Positioneringssetup 59 4.3 Typer af location based services 61 4.3.1 Location based games 63 4.4 Del konklusion - mobilt internet Adfærd 65 66 5.1 Dagligdagsadfærd 70 5.2 Medieadfærd 73 5.3 Spil adfærd 81 5.4 Telefon adfærd 85 5.5 Mobilt internet adfærd 90 5.6 Del konklusion - Adfærd Konklusion 92 Litteraturliste 94 Bilag 100 100 8.1 Bilag A - I-mode menu struktur hos E-Plus 101 8.2 Bilag B - Tidslinie af telecom, mobileenheder og underholdning 1 Introduktion 1 Introduktion 1.1 Emnevalg Udbredelse af mobiltelefoner og brug af mobiltelefoner er gennem de seneste år vokset kraftigt. Hele industrien omkring mobiltelefoni er stor og mange investeringer gennemføres mere eller mindre succesfuldt for at kunne tilfredsstille fremtidens behov indenfor mobiltelefoni og relaterede services. Man taler om generationer inden for industrien. Teleoperatører, som hidtil primært har leveret taletrafik til kunder, forsøger at udvide deres forretning i takt med, at teknologien bliver mere og mere avanceret. En række nye forretningskoncepter og konstellationer, som bevæger sig ud over tale trafik, finder vejen til teleoperatører og deres netværk. Man taler om M-services såsom M-commerce, M-marketing, M-entertainment, hvor M står for mobile. Udvidelse af markedet og ny teknologi har åbnet for en større skare af forbrugere og trafikken på teleoperatørernes netværk har ændret karakter. Et af de mange nye forretningsområder, som teleoperatører tager til sig, er mobile spil eller mobile games. Et andet er sted-bestemte services eller location based services (LBS). Denne afhandling handler om forbrugeres brug af disse nye produkter. 1.2 Formål Denne opgave har sit fokus på at undersøge adfærden af forbrugere af mobile applikationer En viden om disse forbrugeres adfærd kan give indblik i hvordan en (ny) mobil applikation bedst mulig skal sammensættes og hvordan og hvilke potentielle forbrugere, som kunne forventes at benytte denne applikation. Denne viden kan hjælpe i beslutningen om sammensætningen af applikationer og derved forbedre en virksomheds mulighed for at bedst muligt at dække behov og potentielt forbedre dets forretning, indtjening og værdi. 5 Introduktion Mobilt internet Mobile applikationer Location based services Adfærd Konklusion Formålet er også at give indsigt i, hvordan et mobilnetværk og en applikation er teknisk opbygget, så forbrugeres udfoldelsesmuligheder i mobile applikationer kendes og derved også mulige former for adfærd. Derved kan relevant data om adfærd identificeres, såfremt at datafangst og måling af adfærd skal formaliseres fx. i et dataware house indeholdende adfærdsdata 1.3 Målgruppe Afhandlingen henvender sig til personer med en vis forståelse og erfaring med mobilt internet og mobile applikationer. Det er en fordel at have en smule teknisk baggrund for forståelse af visse afsnit. Den primære målgruppe er produktansvarlige for mobile produkter og udviklingsansvarlige af mobile produkter. Disse kan være ansatte i udviklingshuse, teleoperatører, service- og contentprovidere 1.4 Problemformulering Brugen af mobiltelefonen er ikke lig brug af fastnettelefonen. Og dette er kun med hensyn til tale trafik, som de begge har tilfælles. Mobiltelefonen har en række egenskaber, som fastnettelefonen ikke har. Disse egenskaber kan tænkes at være årsag til den anderledes adfærd med hensyn til tale trafik. Det kan også tænkes, at mobiltelefonens specielle egenskaber kan bidrage til ny adfærd. I denne afhandling vil mobile applikationer og forbrugere blive beskrevet og redegjort for. Mobile applikationer og forbrugeres specielle karakteristika forsøges identificeres, såfremt disse findes. Der ses på forbrug af spil og mobile spil. Desuden ses på applikationer, som gør brug af forbrugers sted såkaldte sted bestemte eller location based services. Det kan beskrives ved følgende problem og spørgsmål: • Er der specielle karakteristika for mobilt internet og i så fald hvilke ? • Er der specielle karakteristika for adfærd i forbindelse med brug af mobilt internet og i så fald hvilke ? • Hvad er location based services og teknikken bag og på hvilken måde er disse specielle i forhold til brug af mobilt internet ? • Hvad er mobile spil og på hvilken måde er mobile spil specielle med hensyn til andre spil og med hensyn til adfærd ? Svar på disse spørgsmål vil give læser indblik i hvad der er kendetegnende for mobilt internet særligt location based services og mobile spil og forbrug af disse. 1.5 Opgavestruktur Afhandlingen er todelt. Den første del omhandler mobilt internet og den anden omhandler adfærd. Disse to analyseres og beskrives. Følgende figur illustrerer strukturen. Mobilt internet Adfærd Mobile applikationer Dagligdag Location based Medie services Telefon Mobilt internet Spil Afsnittet om mobilt internet beskriver mobilt internet og bevæger sig videre til underemnet mobile applikationer. Dernæst beskrives location based services, som er en del af mobile applikationer. 6 Introduktion Mobilt internet Mobile applikationer Location based services Adfærd Konklusion Afsnittet om adfærd bevæger sig også udefra og specialisere emnet. I beskrivelsen beskrives dagligdagsadfærd, forbrug af medier, telefon, mobilt internet og elektroniske spil. Til sidst knyttes de to sammen og der drages en konklusion med svar på stillede spørgsmål. 1.7 Metode Brug af mobiltelefonen er trods dens store udbredelse et forholdsvis nyt fænomen. Mobiltelefonen og relaterede mobile produkter er stadigvæk en ukendt størrelse, som bevæger sig fremad blandt andet i takt med nye teknologiske fremskridt. Den store udbredelsen har vakt interesse for undersøgelse og forskning af dette fænomen. Forskning omkring mobiltelefonen og dens følgevirkninger såsom nye produkter, øget mobilitet, frigørelse, ændret kommunikationsmønster mv. er alle forholdvis nye forskningsområder og der findes lidt etableret viden på det område. Denne afhandling tager udgangspunkt i en kombination af en beskrivende og forklarede metode. Kvantitative kendsgerninger vil blive præsenteret og der vil blive beskrevet sammenhæng mellem dem, men ikke hvorfor der er en sammenhæng. Kendsgerninger vil nogle steder i afhandlingen blive fortolket. Dataindsamling vil bestå i kvantitative data fra eksisterende undersøgelser. Der vil ikke blive fortaget egen indsamling af kvantitativ data, dels på grund manglende ressourcer og dels på grund af at data er svært tilgængelige. Data om fx. mobilabonnenters forbrugsmønster kombineret med demografi findes, men er velbevaret af teleoperatører, som betragter dem som fortrolige. Dog findes offentlige organisationer, som får data fra teleoperatører og forskere, som har adgang til data. Udgivelser fra disse organisationer og forskere bruges i denne afhandling. Ligeledes findes der andre kilder, såsom leverandører til forbrugere af mobile produkter. Da området inden for mobiltelefoni og mobilitet er nyt, er få observationer, gjorde erfaringer og kendsgerninger blevet ophævet til generaliseringer såsom modeller eller videre til generel teori. Derfor bygger afhandlingen primært på observationer og kendsgerninger, men også teoretisk tilgang til emnet, hvor der findes teori. Afhandlingen vil ikke forsøge at udlede modeller eller fastlægge teorier, men at give indsigt i fænomenet og beskrive de karakteristika og egenskaber, som er tilknyttet. Resultatet af afhandlingen er indsigt og svar på stillet problem og spørgsmål, som målgruppen kan bruge i fremtiden indenfor mobile produkter og særligt mobile spil og location based services. 7 2 Mobilt internet 2 Mobilt internet I dette afsnit vil begrebet mobilt internet blive beskrevet. Beskrivelsen vil tage udgangspunkt i teknikken bag og vil bevæge sig videre til mobilitet og mobile enheder. Deres egenskaber og karakteristika trækkes frem. Begrebet mobilt internet er to-ledet: mobilt og internet og kan betragtes hver for sig. Ordet er ikke sammensat, men det er ikke forkert at hævde, at mobilt internet er internet, der er specialiseret i retning af mobil. 2.1 Internet Mobilt internet er en specialisering af internet og i dag har de fleste en ide om hvad
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