Evaluation of the business model for mobile data services: an agent-based simulation approach
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| Format: | Abschlussarbeit Buch |
| Sprache: | English |
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2009
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| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | X, 225 S. graph. Darst. |
Internformat
MARC
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Datensatz im Suchindex
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| adam_text | Titel: Evaluation of the business model for mobile data services
Autor: Martignoni, Robert Antonio
Jahr: 2009
Contents
1 Introduction 1
1.1 Innovation in the telecommunications industry................ 2
1.2 Mobile telecommunications industry...................... 3
1.2.1 Drivers of the telecommunications industry.............. 4
1.2.2 Challenges of the telecommunications industry............ 7
1.2.3 Firm-level strategy........................... 8
1.3 Mobile data services .............................. 9
1.3.1 Composition of mobile data services.................. 9
1.3.2 Challenges of implementation..................... 12
1.4 Evaluation of mobile data services....................... 14
1.5 Motivation for the thesis............................ 15
1.6 Research objectives............................... 16
1.7 Thesis structure and course of argumentation ................ 17
2 Simulation as a research method 21
2.1 The history of simulation in social science.................. 21
2.2 Model as the foundation of the simulation method.............. 25
2.3 Simulation methodology............................ 27
2.3.1 Cellular Automata........................... 29
2.3.2 Agent-Based Simulation......................... 30
2.4 Validation and verification of simulation models............... 31
2.4.1 Basic principles of validation and verification............. 32
2.4.2 Framework for validation and verification............... 33
2.4.3 Tools and methods........................... 35
2.4.4 Validation of Agent-Based Simulations................ 38
2.5 Simulation studies related to the telecommunications industry....... 40
2.5.1 Agent-Based Simulations.......................• 41
2.5.2 System Dynamics studies........................ 43
2.5-3 Findings of the analysis of simulation studies . ............ 46
2.6 Framework for the simulation model development.............. 47
3 Qualitative analysis of mobile data services 49
3.1 The market development of WAP in Germany................ 49
3.2 Analysis frameworks for mobile data services................. 57
3.3 Analysis of mobile data services........................ 58
3.3.1 Social environment........................... 59
3.3.2 Features of the medium ..................,..... 62
3.3.3 Potential customer.......,................... 67
3.3.4 Value chain............................... 69
3.3.5 Features of the product......................... 72
3.3.6 Financial flow.............................. 73
3.3.7 Flow of goods and services....................... 74
3.4 Chapter summary.................,.............. 76
4 Evaluation methods of mobile data services 79
4.1 Evaluation as part of the new product development process......... 79
4.2 Diffusion of innovations............................» 81
4.2.1 The classical Bass Model.......................... 84
4.2.2 Extensions of the Bass Model...................... 87
4.2.2.1 Incorporation of product attributes ............. 88
4.2.2.2 Market scope......................... 89
4.2.2.3 Competitive product environments............. 91
4.2.2.4 Individual-level diffusion................... 94
4.2.2.5 Usage diffusion models........ , . . ,........ 96
4.2.3 Diffusion models related to the mobile telecommunications industry 99
4.2.4 Assessment of Diffusion Theory.................... 103
4.3 Adoption of new technologies ......................... 104
4.3.1 Theories of user acceptance...................... 105
4.3.2 Review of user adoption research models............... 108
4.3.3 TAM applied to the telecommunications industry.......... Ill
4.3.4 Assessment of technology adoption.................. 112
4.4 Evaluation of business models......................... 113
4.4.1 Business models in scientific literature ................ 113
4.4.2 Qualitative evaluation approaches................... 114
4.4.3 Quantitative evaluation approaches.................. 116
4.4.4 Assessment of business model-based evaluation approaches..... 117
4.5 Chapter summary................................ 118
5 Simulating the user adoption of mobile data services 119
5.1 Model architecture............................... 119
5.2 Agents of the simulation model........................ 120
5.3 The user as agent................................ 121
5.3.1 Service adoption ............................ 123
5.3.1.1 Social Network......................, . 123
5.3.1.2 Spread of information and word-of-mouth......... 126
5.3.1.3 Purchase decision of the agents............... 134
5.3.2 Technology adoption.......................... 134
5.3.3 Service and technology interaction................... 136
5.4 The content provider as agent......... ................ 139
5.5 Technology vendor............................... 144
5.6 Mobile network operator as agent....................... 146
5.7 Interpretation of the simulation results.................... 150
5.7.1 Linear and quadratic curve estimation................. 151
5.7.2 Bass parameter estimation....................... 153
5.7.3 Selection of key indicators....................... 154
Vlll
CONTENTS
5.7.4 Definition of the analytical framework ................155
5.8 Validation of the simulation model ......................157
5.8.1 Operational and external validation..................157
5.8.2 Cross model validation.........................158
5.8.3 Data validation .............................160
5.8.4 Validation results............................162
6 Analysis of the experiments with the simulation model 163
6.1 Simulation experiments.............................163
6.2 Analysis of the basic simulation model....................164
6.2.1 Cumulative adoption behaviour of the users.............164
6.2.2 State change of agents on the individual level............166
6.2.3 Negative word-of-mouth........................167
6.2.4 Market entry of CPs..........................168
6.2.5 Risk of service failure..........................169
6.2.6 Summary of results of basic simulation model............169
6.3 Enhancements and modifications of the basic model.............170
6.3.1 Impact of advertisement........................171
6.3.2 Impact of pricing ............................172
6.3.3 Emergence of a Killer Application1..................173
6.3.4 Compatibility of technology generations ...............174
6.4 Evaluation of design, issues...........................175
6.5 General results of the simulation experiments ................176
7 Conclusion 179
7.1 Achievements of the thesis...........................179
7.2 Critical discussion and open questions..................... 181
7.3 Future prospects................................ 183
A Reconstruction of the Bass Model 185
Bibliography 189
CONTENTS IX
Abbreviations 215
List of Tables 219
List of Figures 221
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| spelling | Martignoni, Robert Antonio 1974- Verfasser (DE-588)139662308 aut Evaluation of the business model for mobile data services an agent-based simulation approach submitted by Robert Antonio Martignoni 2009 X, 225 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier St. Gallen, Univ., Diss., 2009 Diss Nr.3595 Agent-based Model stw Geschäftsmodell stw Mobilkommunikation stw Simulation stw Modell (DE-588)4039798-1 gnd rswk-swf Mobile Telekommunikation (DE-588)4341131-9 gnd rswk-swf Dienstleistungsangebot (DE-588)4224244-7 gnd rswk-swf (DE-588)4113937-9 Hochschulschrift gnd-content Mobile Telekommunikation (DE-588)4341131-9 s Dienstleistungsangebot (DE-588)4224244-7 s Modell (DE-588)4039798-1 s DE-188 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018685258&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Martignoni, Robert Antonio 1974- Evaluation of the business model for mobile data services an agent-based simulation approach Agent-based Model stw Geschäftsmodell stw Mobilkommunikation stw Simulation stw Modell (DE-588)4039798-1 gnd Mobile Telekommunikation (DE-588)4341131-9 gnd Dienstleistungsangebot (DE-588)4224244-7 gnd |
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| title | Evaluation of the business model for mobile data services an agent-based simulation approach |
| title_auth | Evaluation of the business model for mobile data services an agent-based simulation approach |
| title_exact_search | Evaluation of the business model for mobile data services an agent-based simulation approach |
| title_full | Evaluation of the business model for mobile data services an agent-based simulation approach submitted by Robert Antonio Martignoni |
| title_fullStr | Evaluation of the business model for mobile data services an agent-based simulation approach submitted by Robert Antonio Martignoni |
| title_full_unstemmed | Evaluation of the business model for mobile data services an agent-based simulation approach submitted by Robert Antonio Martignoni |
| title_short | Evaluation of the business model for mobile data services |
| title_sort | evaluation of the business model for mobile data services an agent based simulation approach |
| title_sub | an agent-based simulation approach |
| topic | Agent-based Model stw Geschäftsmodell stw Mobilkommunikation stw Simulation stw Modell (DE-588)4039798-1 gnd Mobile Telekommunikation (DE-588)4341131-9 gnd Dienstleistungsangebot (DE-588)4224244-7 gnd |
| topic_facet | Agent-based Model Geschäftsmodell Mobilkommunikation Simulation Modell Mobile Telekommunikation Dienstleistungsangebot Hochschulschrift |
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