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Determinants for Smart Phone Usage

Determinants for Smart Phone Usage

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Published by: Jo Song on Sep 19, 2010
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HELSINKI UNIVERSITY OF TECHNOLOGYFaculty of Information and Natural SciencesDepartment of Computer Science and EngineeringPardeep Maheshwaree
DETERMINANTS OF SMARTPHONE USAGE
Master‟s Thesis
 Espoo, August 25
th
, 2009Supervisor: Professor Antti Ylä-JääskiInstructors: Hannu Verkasalo Dr.Sc. (Tech)Professor Heikki Hämmäinen
 
II
HELSINKI UNIVERSITY OF TECHNOLOGY
Abstract of the Master’s Thesis
 Author:
Pardeep Maheshwaree
Name of the Thesis:
Determinants of smartphone usage
Number of pages:
8 + 146
Department:
Department of Computer Science and Engineering
Professorship:
T-110 Telecommunication Software
Supervisor:
Prof. Antti Ylä-Jääski
Instructors:
Hannu Verkasalo Dr. Sc. (Tech.)Prof. Heikki HämmäinenThis thesis explores behavioral data collected in real environments of mobile subscribers,to determine how people use mobile services and their handsets. In order to analyzeconsumer behavior, the thesis uses a combination of subjective questionnaire andobjective smartphone usage data. The data has been collected from coordinated usersurveys and handset-based measurement panels, respectively. This way, it provides amechanism to observe actual user behavior in addition to their subjective intentions. Thethesis uses hypotheses driven research approach to formulate a user behavior researchmodel, to be evaluated with statistical analysis. Statistical techniques used include non-linear regression models and duration analysis.The conducted analysis assesses the quantifiable impact of contextual, user-specific,demand-side and technology related factors in influencing the usage of mobileapplications. As a conclusion of the analysis, all these factors are found to have asignificant effect on the usage, though to a varying degree. User-specific variablesexplain greater variance (e.g. Female users are nearly twice more likely to use SMSservice than males) in the user behavior, comparatively. Amongst contextual variables,time of the day and roaming status (home vs. abroad) tend to affect the usage of allservices substantially. For example, odds of using browsing and voice are almost halvedwhen roaming abroad. It is also revealed that people using handsets having WiFiconnectivity capabilities are 1.5 times more likely to use the mobile browsing. Accessnetwork technologies (e.g. Wireless Local Area Network and Wideband Code DivisionMultiple Access) also affect the usage of data services in terms of session durations.
 
The analysis method presented provides a mechanism to analyze the behavior of mobilesubscribers at micro-level, accurately. The modeling process and results of the thesis canbe taken into use by network operators, service providers, handset-manufacturers andregulatory bodies for business gains. The extracted insights on user behavior arebeneficial in segmenting the user base, designing new user interfaces, deciding on thestrategies to bundle services into fixed price plans, or in customizing devices anddesigning effective targeting strategies. This has significant bear on telecommunicationindustry which is currently seeking ways to increase revenues, particularly through novelmobile data services.
Keywords:
mobile user behaviour, smartphone service usage, service adoption.
 
III
Acknowledgements
 First and foremost I would express my gratitude by thanking Prof. Heikki Hämmäinen for givingme this great opportunity to join his team and carry out my
master‟s thesis
work here. I wouldlike to express thanks to the utmost level to Dr. Hannu Verkasalo for providing me great deal of invaluable guidance, support and help in accomplishing this work. I am also grateful to Prof.Antti Ylä-Jääski for his supervision and advice.I am thankful to MoMI project stakeholders for their financial support and providing me with theresearch forum for participation. I am thankful to Mikko Heikkinen and Netbiz team for theirvaluable support in the thesis work.I express my gratitude to all my friends, especially Kasimir and Sachin for revitalizing my energylevels during the office lunches.I have no words to express thanks to my family, but a fact that without them I have not existed tocomplete this work.Espoo, Finland, August 2009Pardeep Maheshwaree

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