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HANDSET-BASED ANALYSIS of MOBILE SERVICE USAGE Doctoral Dissertation

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HANDSET-BASED ANALYSIS of MOBILE SERVICE USAGE Doctoral Dissertation TKK Dissertations 158 Espoo 2009 HANDSET-BASED ANALYSIS OF MOBILE SERVICE USAGE Doctoral Dissertation Hannu T. Verkasalo Helsinki University of Technology Faculty of Electronics, Communications and Automation Department of Communications and Networking TKK Dissertations 158 Espoo 2009 HANDSET-BASED ANALYSIS OF MOBILE SERVICE USAGE Doctoral Dissertation Hannu T. Verkasalo Dissertation for the degree of Doctor of Science in Technology to be presented with due permission of the Faculty of Electronics, Communications and Automation for public examination and debate in Auditorium S4 at Helsinki University of Technology (Espoo, Finland) on the 17th of April, 2009, at 12 noon. Helsinki University of Technology Faculty of Electronics, Communications and Automation Department of Communications and Networking Teknillinen korkeakoulu Elektroniikan, tietoliikenteen ja automaation tiedekunta Tietoliikenne- ja tietoverkkotekniikan laitos Distribution: Helsinki University of Technology Faculty of Electronics, Communications and Automation Department of Communications and Networking P.O. Box 3000 FI - 02015 TKK FINLAND URL: http://comnet.tkk.fi/ Tel. +358-9-451 2461 Fax +358-9-451 2474 E-mail: [email protected] © 2009 Hannu Verkasalo ISBN 978-951-22-9843-3 ISBN 978-951-22-9844-0 (PDF) ISSN 1795-2239 ISSN 1795-4584 (PDF) URL: http://lib.tkk.fi/Diss/2009/isbn9789512298440/ TKK-DISS-2587 Multiprint Oy Espoo 2009 HELSINKI UNIVERSITY OF TECHNOLOGY ABSTRACT OF DOCTORAL DISSERTATION P.O.BOX 1000, FIN-02015 TKK http://www.tkk.fi/ Author: Hannu T. Verkasalo Name of dissertation: Handset-Based Analysis of Mobile Service Usage Date of manuscript 24 th of November, 2008 Date of defense 17 th of April, 2009 Monograph Article dissertation (summary + articles) Faculty Faculty of Electronics, Communications and Automation Department Department of Communications and Networking Field of research Network Economics Opponent Professor Knud Erik Skouby (Copenhagen Institute of Technology / Aalborg University) Supervisor Professor Heikki Hämmäinen (Helsinki University of Technology) Abstract This dissertation defines a handset-based method for analyzing mobile service usage. The research method can be used in conducting empirical studies of consumer behavior. The method combines collected handset-based usage data with survey data, both of which are important in modeling consumer behavior. The process involves a handset- based software module that automatically extracts data on service usage, and transmits this data to centralized servers for the purposes of analysis. The method facilitates empirical research on the mobile Internet and computer like functionalities of new mobile phones. The research method is compared to other methods of empirical mobile service research. On several occasions the value of the defined research method is significant, providing accurate logs of service usage along with location and time stamps. The combination of subjective survey and objective usage data provides new angles in empirical research. The research conducted claims that the handset-based data collection method and associated analysis approaches provide valuable information for the stakeholders of the mobile industry. Results can be used in developing and launching new mobile services. Academic domains for the application of the research method include measurement of service usage, contextual end-user research, modeling of service adoption, and analysis of moderating factors of usage. Regarding the actual use of the method, three key observations are made. First, though the dissertation proves the novelty value of accurately monitoring the behavior of end-users in using device functions, mobile services, and various applications, the limitations of the method need to be carefully considered and only suitable research problems should be studied. In particular, the adverse selection of panelists creates challenges in the generalization of results. Second, in addition to descriptive statistics including ranking of services, contextual statistics of service usage, and application adoption metrics, future research should interpret and explain the results more thoroughly, seeking a deeper understanding of reasons for usage observed. Most importantly, future research should utilize customized surveys and usage data in parallel, as demonstrated in the dissertation. Third, in order to support the scalability of the research method, the panel study process should be modified. The dissertation identifies the key challenges to be solved when replicating the study process in bigger, international studies. Panelists should be provided with other than monetary benefits for participating in a study. The handset-based research method is a new innovation, providing a tool for further research and applications. The early results indicate that the method can be utilized in research problems that have substantial practical relevance in the mobile industry. Keywords End-user research, smartphones, mobile services, adoption of mobile applications ISBN (printed) 978-951-22-9843-3 ISBN (PDF) 978-951-22-9844-0 ISSN 1795-2239 Number of pages 96 p. + app. 93 p. Publisher Department of Communications and Networking, Helsinki University of Technology Print distribution The dissertation can be read at http://lib.tkk.fi/Diss/ - i - TEKNILLINEN KORKEAKOULU VÄITÖSKIRJAN TIIVISTELMÄ PL 1000, FIN-02015 TKK http://www.tkk.fi/ Tekijä: Hannu T. Verkasalo Väitöskirjan nimi: Päätelaitepohjainen mobiilipalveluiden käyttötutkimus Käsikirjoituksen jättämispäivämäärä 24.11.2008 Väitöstilaisuuden ajankohta 17.4.2009 Monografia Yhdistelmäväitöskirja (yhteenveto + erillisartikkelit) Tiedekunta Elektroniikan, tietoliikenteen ja automaation tiedekunta Laitos Tietoliikenne- ja tietoverkkotekniikan laitos Tutkimusala Tietoverkkotalous Vastaväittäjä Professori Knud Erik Skouby (Copenhagen Institute of Technology / Aalborg University) Valvoja Professori Heikki Hämmäinen (Teknillinen korkeakoulu) Tiivistelmä Väitöskirja määrittää päätelaitepohjaisen tutkimusmenetelmän mobiilipalveluiden käytön mittaamiseen ja tutkimiseen. Tutkimusmenetelmän avulla voidaan yhdistää kerätty päätelaitepohjainen käyttödata kyselytutkimusdataan. Kummatkin ovat tärkeitä kuluttajan käyttäytymisen tutkimisessa. Tutkimusmenetelmässä käytetään päätelaitepohjaista sovellusta, joka automaattisesti kerää laitteesta tietoa palveluiden käytöstä ja lähettää tämän datan keskitetyille palvelimille analyysitarkoituksiin. Menetelmä tarjoaa mahdollisuuden tutkia mobiilitoimialan uusia ilmiöitä, kuten langattoman Internetin yleistymistä ja puhelinten uusia toiminnallisuuksia. Päätelaitepohjaista tutkimusmenetelmää verrataan väitöskirjassa vaihtoehtoisiin kuluttajatutkimusmenetelmiin. Menetelmä tarjoaa lokitietoa kuluttajan käyttäytymisestä yhdessä monipuolisen kontekstitiedon (esim. aika ja paikka) kanssa. Menetelmä mahdollistaa myös interaktiivisen datankeruukanavan erilaisten kyselytutkimusmoduulien avulla. Subjektiivisen kyselytutkimusdatan ja objektiivisen käyttödatan yhdistäminen tarjoaa uusia kuvakulmia kuluttajatutkimukseen. Viisi väitöskirjaan kuuluvaa tutkimuspaperia näyttävät, että päätelaitepohjainen tutkimus yhdistettynä analyysiprosesseihin tarjoaa arvokasta tietoa toimialalle. Tietoa voidaan hyödyntää uusien palveluiden kehityksessä ja kaupallistamisessa, sekä kuluttajan käyttäytymisen mallintamisessa. Akateemisia soveltamisalueita ovat palveluiden käyttöstatistiikan kerääminen, kontekstipohjainen kuluttajatutkimus, palveluiden adoptiotutkimus, sekä kuluttajien käyttötottumusten mallintaminen. Väitöskirja erittelee kolme johtopäätöstä päätelaitepohjaisesta kuluttajatutkimuksesta. Ensimmäiseksi, päätelaitepohjaisen tutkimusmenetelmän rajoitteet täytyy ottaa huomioon, ja ainoastaan soveltuvia tutkimusongelmia kannattaa tutkia. Tämä pätee siitä huolimatta, että tutkimuksessa esitetään useita kuluttajatutkimuksen osa-alueita, joissa menetelmä toimii hyvin Erityisesti panelistien haitallinen valikoituminen aiheuttaa hankaluuksia tulosten yleistämisessä. Toiseksi deskriptiivisen statistiikan, kuten adoptiometriikan, kontekstisidonnaisten tunnuslukujen, sekä sovellustason vertailujen lisäksi pitäisi pyrkiä selittämään syy- seuraussuhteita havaituille tulemille. Sekä käyttö- että kyselytutkimusdataa pitää hyödyntää yhdessä, kuten väitöskirjassa on demonstroitu. Kolmanneksi, tutkimusmenetelmän ja paneelitutkimuksen skaalautuvuustarpeiden takia panelisteille pitää tarjota muita kuin rahallisia korvauksia osallistumisesta. Esimerkiksi palvelut, joissa panelistit näkevät omaa käyttödataansa, ovat tarpeellisia, kun menetelmää sovelletaan isommissa tutkimuksissa. Päätelaitepohjainen tutkimusmenetelmä on tieteellisesti uusi innovaatio, ja se tarjoaa alustan tulevalle akateemiselle tutkimukselle sekä kaupallisille ratkaisuille. Tietyissä tilanteissa tutkimusmenetelmä tarjoaa uuden kuvakulman kuluttajatutkimukseen. Useantyyppisiä tutkimusongelmia on tässä väitöskirjassa tutkittu päätelaitepohjaisen kuluttajatutkimusmenetelmän avulla, ja tutkimuspaperit osoittavat että menetelmä tarjoaa merkittävän kontribuution mobiilitoimialan mallintamisessa. Avainsanat Kuluttajatutkimus, älypuhelimet, mobiilipalvelut, mobiilisovellusten adoptio ISBN (painettu) 978-951-22-9843-3 ISBN (pdf) 978-951-22-9844-0 ISSN 1795-2239 Sivumäärä 96 s. + liitteet 93 s. Julkaisija Tietoliikenne- ja tietoverkkotekniikan laitos, Teknillinen korkeakoulu Väitöskirjan jakelu Luettavissa verkossa osoitteessa http://lib.tkk.fi/Diss/ - ii - Foreword I would like to thank Professor Heikki Hämmäinen
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