A handset‐based platform for measuring mobile service usage

TLDR

A handset‑based research platform has never been used for market research, and the study shows it can be employed for future empirical studies of the mobile telecommunications market. The article demonstrates the viability of a handset‑based platform for measuring mobile service and application usage through descriptive empirical studies. The authors used a handset‑based platform to collect mobile usage data from an international panel of over 500 subscribers during 2005‑2006. The study reveals unique data points, demographic differences in service and application use, and highlights that 3G technology boosts packet data and third‑party application usage. Limitations include a small sample size and unclear business implications.

Abstract

Purpose The purpose of the article is to demonstrate the viablity of a handset‐based research platform in measuring mobile service and application usage through various descriptive empirical studies. Design/methodology/approach A handset‐based research platform was used in measuring mobile usage in an international panel consisting of more than 500 mobile subscribers. The panel took place in 2005‐2006. Findings The research paper finds various interesting data points which cannot be derived with any other method. In addition, the paper finds that there are significant differences in certain mobile service and application use cases between different demographic groups. Research limitations/implications The main research limitations are the size of the sample and lack of clear business implications. The main idea of the paper was just to demonstrate the type of measurements and studies that can be done with the developed research platform. Practical implications 3G technology drives packet data usage and 3rd party application usage in smartphones is very promising. Handset‐based research platform can and should be used in the future in various empirical studies on the mobile telecommunication market Originality/value A handset‐based research platform has never before been utilized in doing market research, and therefore the process and results discussed in this paper are pioneering ones.