Consumer Attitudes toward Mobile Services

Mobile Operators:
Consumer Attitudes
toward Mobile Services

Project Submitted To:

SWAMI VIVEKANAND SUBHARTI UNIVERSITY
BACHELOR OF BUSINESS ADMINISTRATION
Session- 2009-12

Submitted To: Submitted By:

Mrs. Shreya Panwar AMIT KUMAR SHAH
Faculty of Management Roll No-0910151003
BBA VIth SEM

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CERTIFICATE

Date : AMIT KUMAR SHAH

Place :

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DECLARATION

I AMIT KUMAR SHAH STUDENT OF BBA VI SEM under signed

hereby declare that the project report on “Analysis of consumer attitude
towards mobile services” HR complied and submitted under the
guidance of Mrs.Shreya Panwar, faculty of SIMC, Meerut is my
original work. The empirical finding in this reports are based on the
annual reports of the company.While preparing this report, I have not
copied material from any report.

AMIT KUMAR SHAH

Roll No-0910151003
BBA-VI SEM

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Acknowledgement

I would like to take this opportunity to thank my respected faculty Ms. Shreya

Panwar, faculty, HR (Specialization), I'm very grateful to him for his guidance

and recommendation during the process of this research. I also acknowledge my

friends who responded my questionnaire and gave me a lot of suggestions during

the pilot study and questionnaire collection.

Preparing this project was huge learning experience and it is with great

satisfaction that I can say that I have able to bridge the gap between the

environments

EXECUTIVE SUMMARY
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With the world development of mobile technologies, mobile services have

already become a fundamental part of people's lives and society. After

experiencing a series of innovation and development, the mobile technology

began to enter 3G period. As the world biggest potential mobile

communication market, Chennai also has devoted entirely to their construction

of 3G market. This dissertation aim to investigation Chennai consumers’

attitudes towards the current mobile services and identify the factors affecting

their choices behaviors towards mobile services from 2G/2.5G and 3G. In

order to achieve this aims, the author proposed an extended TAM model as this

research framework for testing consumers’ attitudes towards two mobile

services. Moreover, the survey approach was adopted for data collection and a

questionnaire was designed base on the literature review and research model.

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At the end of survey, the author collected 274 valid samples for this

research and 63 samples are from 3G uses. After the data analysis and

discussion, the results indicates that the perceive usefulness (PU),

perceive easy of use (PEU), perceive price level (PL) and perceive

playfulness (PP) are the direct factors influence consumers’ attitudes and

their choice towards mobile services from 2G/2.5G and 3G.

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TABLE OF CONTENT

SL. TOPIC PAGE NO.

No.

1. INTRODUCTION 09-11
OBJECTIVE
2. 12 – 13

3. RESEARCH 14-18
HIGHLIGHT

4. DEMOGRAPHIC PROFILES 19-39

SURVEY RESULT
5. 40 – 42

6. KEY 43-47
RECOMMENDATIONS

7. RESEARCH 48 – 50
METHODLOGY
. HYPOTHESES
DEVELOPMENT AND
RESEARCH FRAMEWORK

8. RESEARCH 51-55
INSTRUMENT

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. SAMPLING &
. DATA ANALYSIS

9. RESEARCH RESULT 56-59

10. FINDINGS 60-61

11. CONCLUSION 62-65

12. REFERENCE 66-69

13. ANNEXURE 70-75

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Introduction

The ubiquity of the mobile phone means that the market is fiercely
competitive, with telecom operators all vying for consumer attention.
Given this, it is important that mobile operators create competitive
differentiation based on services in addition to broadening the variety of
handsets they have to offer. This is particularly important today, as
consumers switch between operators just so they can adopt a particular
handset. Costs are also high in the operator market. The need to offer
and deliver new services, from the mobile internet to video calls,
Multimedia Messaging Service (MMS), and gaming—in addition to
standard Short Message Service (SMS) and voice calls—means that
network build is a huge overhead for every operator. It is essential that
providers ensure the network bandwidth and capacity necessary to
support the wide usage of all these services. In an increasingly
competitive marketplace, organizations are trying to reduce churn by
better serving their customers—while simultaneously reducing the cost
of providing that service.
Against this backdrop, ATG (acquired by Oracle in November 2010)
commissioned a survey to understand the attitudes of indian consumers
toward their mobile phone operators. The online study polled 5,038
mobile provider customers to explore how people in other countries

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Like Germany, the Netherlands, Spain, and the U.K. feel about the
customer service they experience online. The questions drilled down
into the frequency with which consumers seek various types of online
service and looked into the factors that would encourage consumers to
engage more deeply with their providers online. This white paper
presents the results of this survey and enables mobile operators to
identify how to differentiate their offerings and gain market share.

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OBJECTIVE

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OBJECTIVE

 To study the Consumer attitude towards mobile services.

 To study the various sources by which a consumer is affected to this
problem.
 To learn what is the process by which consumer taste is vary time to
time.
 To search or headhunt people whose skill fits into the company’s
value .

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RESEARCH
HIGHLIGHT

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Research Highlights

The survey results reveal some similarities among indian’ attitudes and
behaviors, and yet there are marked and substantial differences in the
way consumers react to their online experiences. For example,
consumers in France and Germany are more loyal to their operator than
any of the other European countries surveyed and generally tend not to
leave for the sake of a new handset. Meanwhile, the India are some of
the least satisfied customers in Europe when it comes to the provision of
online customer service from their mobile operators. The research also
shows that consumers in the Nagaland and U.P. rarely access their
operator’s Website to access services. The report findings suggest clear
areas for operators to improve, especially concerning the range of online
services they offer their customers.
Consumers will churn to address handset preferences in India.

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• Sahibabad has some of the most “handset loyal” customers, with as
many as 61 percent of consumers saying they would switch operators if
a provider did not have the handset they wanted.

• Consumers in Faridabad (48 percent), the Nagpur (40 percent), and the
U.K. (45 percent) show similar signs of loyalty toward their handsets,
stating that they too would switch operators to use the handset they
wanted.

• The Indians, however, are the most loyal to their service providers,
with more than 82 percent indicating that they would not switch
operators just to get a particular handset.

Although the majority of customers have remained with the same

operator, a significant number do switch, suggesting that other factors
outside of handset preference are influencing consumers’ decisions of
relationship longevity with their operators.
• More than half (53 percent) of consumers across Jammu have been
with the same operator for the past five years.

• However, more than a third (34 percent) of consumers across

Chandigarh have been with two operators in the past five years, and a
further 12 percent reported that they have been with three or more
mobile networks in the same time frame.

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• Consumers in LAJPAT NAGAR are more likely to have been with two
operators (41 percent) than their counterparts in UP (33 percent), Goa
(35 percent), and the Nagaland (37 percent, and the Utrakahnd (32
percent).

• Meanwhile, 15 percent of consumers in Kolkata claim to have been

with three or more operators in the past five years, suggesting that
handset preference may not be
• Mumbai consumers feel the need for a more personalized experience
on their operator’s Website, with 40 percent of consumers in Rajasthan,
30 percent in Jaipur, 45 percent in the HP, 33 percent in Haridwar, and
29 percent in the U.P. all asking for personalization.

• 30 percent of consumers in Gaziabad, 31 percent in Noida, 25 percent

in the Nepal, 34 percent in Chennai, and 33 percent in the U.P indicate
that a “click to call” service would improve their online experience.

• Just less than a quarter (23 percent) of consumers in Goa call for more-
personalized search results based on their browsing history, a priority
echoed by those in the Gujrat., with 21 percent of Britons indicating the
same desire.

Consumers are accessing services online but do so infrequently.

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• About three-quarters of consumers in Goa (76 percent), the Karnataka
(74 percent), and the Pune. (72 percent) access their operator’s Website
once a month.

• Only 12 percent of consumers in Andra Pradesh access their operator’s

Website more than five times a month, raising to 54 percent of those that
access it just once.

• About a fifth of consumers in Tamil Nadu (22 percent) access their

operator’s Website two to three times a month, compared to more than
two-thirds (66 percent) who access it once a month.

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DEMOGRAPHIC

PROFILES

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Demographic profiles:
The gender composition in are separated into 176 males and 98
females, which is accord with the prospective research in previous
mobile service investigations that the percentage of male is higher
than the percentage of female. It also can be seen in table that the
highest age group of respondents are between 15-24 years old,
contrarily, the lowest age group of respondents are above 55 years
old. Therefore, it is clear that 78.8% of the respondents are young
people from 15 to 34 years old

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Figure 4.1 also demonstrated that the numbers of male and female
respondents were increasing from 15 to 34 years old, and the
numbers was at its peak in age range of 25-34, which consist of
87 male and 54 female respectively. Since then, the numbers
became lower and lower with the increase of age, while 100% of
the samples are males in the age range of 55 above.

Figure 4.1: the age gender group of respondents’ composition

4827758754141261440931260602040608010012014016015-
2425-3435-4445-54above 55malefemalesum

Figure 4.2 show the percentage of respondents’ education

background. It could be seen from the table that all respondents
are educated, and more than 70% of respondents are college
graduated or above. Among these, the samples with college
graduated account for more than half of respondents.

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Figure 4.2: percentage of respondents’ education background

Figure 4.3 show the distribution of respondents’ occupations,

according to the graph of pie，32% of respondents are students
who show great interest on mobile service, they account for most
part of all respondents. The following group second only to
students are business man, they also show their great requirement
on mobile service. Contrarily, the retired people pay few of their
attention on mobile service than others.

Figure 4.3: the percentage of distribution of respondents’

occupations

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5%10%2%5%5%9%4%1%32%2%16%9%engineercomputer
developer education vocation financier Manufacturer government
staff business man service trade unemployed people retiree

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student others

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4.4: Consumers’ experience of using mobile service:

After discussing the samples characteristic, the second part of

questionnaire focus on the respondents’ experience of using
mobile service and their attitudes towards 2G/2.5G and 3G.

Figure 4.4 show the respondents’ average income per month. As

it indicate that respondents’ average income per month are
significantly relative to their education level, on other word, the
higher education level they have the fatter income they have been
paid. It could be distinctly observed that 100% of respondent who
have 6000 RMB per month are PhD. or above PhD. graduated,
while the entire sample of under high school earned less than
3000 RMB income per month and the entire sample of high
school earned less than 4500 RMB income per month.

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Figure 4.4: the group of respondents’ income per

Month

6000 under high school high school vocational college under

graduate postgraduate PhD. Or above Figure 4.5 illustrate the rate
of mobile phone used by Chennai people at present. Seen from

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the diagram, more than half of the respondents are using GSM
(2G) phone in Chennai, while 21% of respondents announced that
they are using the phones which support WCDMA or
CDMA2000. In addition, the percentages of TD-SCDMA phone
RMB

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Users and CDMA phone users are the same.
Figure 4.5：Some kinds of mobile phone used by respondents at
preset

GSM hone CDMA phoneTD-SCDMA phones/TD-SCDMAdouble mode

phone others (WCDOMA, CDMA2000)
Figure 4.6 displays respondents’ average expense per month. As shown in
the table, 43.7% of respondents spend 50-100 RMB (about 3.3-6.6
pounds) on mobile service per month and only 5.9% respondents spend
more than 500 RMB per month.

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Figure 4.6: individual’s average expense per month.

RMB more than 500RMBFigure 4.7 represent the percentage of

items of 2G/2.5G mobile service which the respondents used
most frequently. It can be seen from the figures that 93.2%

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approximate 75% of respondents chose “voice call”. Moreover, the
rest of service items arranged in descending order include:
downloading (27%), electronic news (16.9%), online or offline
games (15.5%), electronic book (11.5%), e-mail (10.8%), electronic
banking (8.8%), mobile commerce (5.4%) as well as mobile search
engine (2.7%) and other service items (2.7%). Thus, it is apparent
from figure that “texting” and “voice call” were regarded as the top
two service items which are significant for customers, while the other
items owned at most 5% are not very significant for customers.

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Figure 4.7: percentage of items of 2G/2.5G mobile service most
frequently used by consumers

Others Electronic news Mobile commerce Mobile banking Online/offline

games Electronic bookmobile search engine Downloading E-MailTexting
Voice call

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Figure 4.8 derive from question 10 that represent the rate of
respondents who have used 3G service before. About 24.5% of
participants respond they have used 3G service before or are
using at present, and the rest is not.

Fig Shows 3G USERS

Yes no

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The figure 4.9 illustrate the 3G consumer’s attitudes towards items of
3G service capability when they switch mobile service from 2G to
3G.. It can be seen from the figure that 83.2% of 3G users considered
the capability of “Downloading” was increased most rapidly.
Secondary, 72.1% and 71.9% of 3G users selected “M-mail” and
“Mobile banking” respectively as well as 65.7% of 3G users thought
the capability of “Mobile business” was increased. And only 16.5%
of 3G users responded that the capability of “Texting” service was
promoted.

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Figure 4.9: consumers’ attitude towards items of mobile service
capability which increased when users switch from 2G to 3G

Others Electronic news Mobile business Mobile banking

Online/offline games Electronic book Mobile search engine
Downloading M-Mail Texting Voice call The figure 4.10
provides some data regarding the items of 3G service which are

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considerable to be useful for 3G users. As is shown in the figure,
70.2% respondents chose MMS as the most useful item in all, and
66.7% of respondents chose “video call” and “internet surfing”,
while about 59.3% and 42.6% respondents chose “GPS” and
“mobile television” respectively. Only a fraction of the
respondents chose “PDA” and one respondent said “FM radio
message”.

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Figure 4.10: rate of 3G service items which users thought are
useful

Internet surfing PDAGPS mobile music mobile televison video callMMS

Figure 4.11 show the users’ attitudes of selection while china start
to popularize 3G service, it is clear from the figure that about
45.5% of consumers chose to adopt a wait-and-see attitude, their
determination rest with that of 3G users’ feedbacks. On the other
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hand, 41.8% of consumers chose to use 3G without delay and
12.7% of consumers prefer to keep on using their 2G and 2.5G
service. Besides of these, no respondent propose other opinions.

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Figure 4.12 is from question 14 it listed several factors which are the
consumers most concerned when they select mobile service. As can
be seen from the graph, 77.3% of respondents consider “high service
quality” is significant for them to choose mobile service and 73.9%
of respondents chose “lower cost”. In addition, about 63.1% as well
as 56.8% and 55.3% of respondents chose “high data speed”, “easy
to use” and “highly entertaining” respectively. However, the figure
shows the factors of “save time” is low selectivity as 36.3%.

The result of question 15 reveals the reasons which were likely to

influence users’ attitudes or decisions for choosing the new mobile
service. After generalized about the samples, the author found several
common reasons as follow: “Good service quality”, “Good network
coverage”, “one-way charge system” became the top three reasons for
consumers to choose new service. In addition, “cancel cell phone
roaming “, “multimedia entertainment”, “signal quality”, “network
compatibility”, “security”, etc, which evolved as several secondary
reason too.

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SURVEY
RESULT

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Survey Results

Consumers today are increasingly less loyal to mobile providers than to

handset brands. They are very willing to switch between mobile
operators based on the handsets they want. So how can operators reduce
this churn and keep their customer base loyal?
The report also gives operators valuable insight into the types of services
customers would like to see integrated into their online experience. With
43 percent of consumers across Tripura indicating a preference for a
desired handset over an operator brand, alarm bells should be ringing for
operators. Operators must strategize how they can offer value to Bhopal
consumers that will trump their desire to leave the provider because of a
handset preference.
Improving the online experience is the ideal avenue for operators to
explore. With only 20 percent of consumers in MP rating their online
experiences as excellent, consumers are keen for operators to improve
customer service online. For example, more than one-third (35 percent)
of customers in Europe surveyed said they would like to have
personalized home pages based on their individual requirements, while
30 percent would like to see click-to-call services integrated into
operator Websites, to make contact simpler and easier when issues arise.

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Across Dehradun, there is also a desire for user reviews (16 percent) and
personalized search results (18 percent) based on browsing history.
Consumer interaction with their mobile phone providers online is
consistently low throughout Kerla. Nearly three-quarters of consumers
(68 percent) visit their operator’s Website only once a month to access
services online. Operators should look for ways they can encourage
consumers to make repeat visits, such as offering incentives or discounts
on deals sold solely online or by giving customers greater flexibility in
the way they pay for and manage their bills. Given the frequency and
familiarity that many consumers now have with online services across
various other sectors such as travel and retail, telecom operators need to
implement advanced technology platforms to help them drive online
engagement, bringing their customers closer to the brand.

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KEY
RECOMMENDATIONS

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Key Recommendations
Taking note of these findings, here are a few recommended actions
operators can take to increase customer loyalty.
Fight for Your Customers

. Industry specific taxes should be gradually reduced and, in the medium

term, removed entirely. This will encourage the development of the
industry, the economy and increase government revenues.

. Currently, mobile-to-mobile interconnection is based on reciprocity.

Likewise, fixed-to-mobile interconnection .Charges should be
introduced on a reciprocity basis to increase mobile penetration and
generate greater economic and social benefits.

. The prohibition on competitors using WLL technology

to provide mobility should be effectively enforced.

. Mobile-to-fixed interconnection charges should be brought down

towards cost to bring an end to this inefficient subsidy from the mobile
to the fixed sector.

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. The prohibition on competitors using WLL technology to provide

mobility should be effectively enforced. .

. International gateways should be liberalized to improve competition in

the provision of outbound international calls.

Operators must look for ways to constantly increase individual customer

satisfaction and, perhaps most importantly, to encourage repeat visits
and interactions with the brand. Not only will this maintain loyalty, but
it will also help to attract prospects. Operators should take previous
customer interactions into account when providing service online. For
example, if a customer last logged in to check a bill, the next time they
visit the Website the operator could show them new ways to analyze
their bills or offer an SMS service with bill updates.

Give Customers an Easy Way to Speak to a Service Agent:

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Giving consumers visiting the Website the option to speak to a customer

service agent in their local language is an excellent way to enhance the
online customer service experience. A click-to-call service allows
consumers to bypass lengthy feedback and inquiry forms or confusing
voice response menus. contacting a call center. For the operator, the
benefits include being able to control exactly where click-to-call
invitations appear and then offering relevant help and support, which in
turn enable operators to increase sales, satisfy more customers, and
reduce service costs.

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Offer Personalized Services:

In such a fiercely competitive market, operators need to pull out the
stops if they are to keep and expand their customer base. After all, when
consumers are satisfied with their experience they are more likely to
return, making them good candidates for cross-selling and up-selling in
later interactions.

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RESEARCH
METHODOLOGY

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Research Methodology

The objectives of the research are to investigate the mobile phone users‟
attitudes towards mobile marketing tools and the demographic
characteristics of mobile phone users who are the most positive attitudes
towards mobile marketing and mobile commerce services.

Hypotheses Development and Research Framework

In the light of these objectives, research questions and hypotheses are

formulated to shed light on mobile phone users‟ attitudes towards
mobile
figure Research framework for consumers’ attitudes towards mobile
marketing tools

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RESEARCH
INSTRUMENT

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Research Instrument
Data for this research was collected through questionnaire survey. The
questionnaire and attitude statements were developed from the existing
literature (Shimp and Kavas, 1984; Bauer et al., 2005) and self-created.
In the questionnaire, 5-point Likert scale (1 strongly disagree; 2
disagree; 3 neither disagree nor agree; 4 agree; 5 strongly agree) was
employed to measure customer attitudes towards mobile commerce and
marketing. The survey questionnaire consisted of eighteen questions.
The first five questions were related to the demographic characteristics
of the respondents, one question was related to categorize the
respondents in two groups (Internet user or non-Internet user) and the
last twelve questions were intended to investigate mobile phone users‟
attitudes. Before the questionnaire was conducted, it was pretested on
ten mobile phone users in order to measure the construct the validity of
the attitude measurement.

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DATA COLLECTION :-

Primary data:-
Primary data was collected through survey method by distributing
questionnairs to branch manager and other sales manager. The
questionnairs were carefully designed by taking into account the
parameters of my study.

Secondary data:-

Data was collected from books, magazines, websites, going through the
records of the organizations etc. It is the data which has been collected
by individual or someone else for the purpose of other than those of our
particular research study. Or in other word we can say that secondary
data is the data is used previously for the analysis and the results are
undertaken for the next process.

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Sampling

In the sampling stage, systematic random sampling, one of the

probability sampling methods, is implemented. 500 questionnaires were
distributed randomly every 10th consumer who use mobile phone in the
three shopping centers and many stores in different shopping areas in
Denizli. 428 questionnaires were returned. Among them, 39
questionnaires were not used due to incompleteness and some missing
answers. The remaining 389 questionnaires were included in the final
data analysis, thereby yielding a usable response rate of 77, 8%.

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Data Analysis

SPSS 11.5 for Windows were used to analyze data. The reliability of the
valid questionnaires was assessed by the Cronbach alpha reliability
coefficient. Reliability value was calculated as 0, 8326 (just for twelve
attitude statements) and exceeded the suggested value of 0, 70. The
result demonstrated that survey results have high reliability and ensure a
proper ground for further analysis. In data analysis, mean and standard
deviations of questions used in Likert scale were calculated, and one
sample t-test, independent-samples t-test and a one-way ANOVA were
used for hypotheses testing.

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RESEARCH
RESULT

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Research Results

As seen in Table 1, among the 389 respondents, 32, 1% are females and
67, 9% are males. In terms of the respondents‟ employment and
occupation, 39,8% work as officers in public institutions, 32,1% work in
private companies, 6,2% have different occupations and 2,6% are
students who were included in others. 39, 1% of the respondents have
high school degree, 34, 7% have primary school degree and 22, 4% have
undergraduate degree. 45% of the respondents‟ monthly salary is $251-
500 and 32, 1% is up to $250. Of all the 389 respondents, 31, 1%
connects the Internet from their home, business or office and %68, 9 do
not have any access to the Internet. Currently, 268 respondents are non-
Internet users.

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Table 1: Frequen (%) Variable Frequenc (%)
Respondents’ cy y
profiles
Variable
Gender Employment
Female 125 32,1 Official 155 39,8
(Public)
Male 264 67,9 Worker 125 32,1
(Private)
Age Self-employed 85 21,9

≤ 20 39 10,0 Others 24 6,2

21-30 129 33, Monthly income
2
31-40 181 46,5 ≤$250 125 32,1
41-50 40 10,3 $251-500 175 45,0
≥ 51 - - $501-1000 67 17,2
Education $1001-2000 22 5,7

Primary 135 34,7 ≥ $2001 - -

School
High School 152 39, Internet Usage
1
Undergraduate 87 22,4 Non-Internet 268 68,9
user
Graduate 15 3,9 Internet user 121 31,1

Table 2 shows means and standard deviations of responses to the twelve

attitude statements. Overall, the results suggest that respondents have
positive attitudes mobile advertising, discount coupons and
entertainment services although mobile phone users have negative .
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Table 2: Descriptive statistics of survey questions

Attitude Statements Mean SD

I find receiving advertisements via the mobile 4,20 1,107

phone positive
I find SMS and MMS mobile advertising 4,24 1,057
messages useful
I find mobile coupons for being offered 4,28 1,006
discounts positive
I find mobile entertainment services (video, 3,82 ,816
game etc.) positive
If the prices of products and services in 4,35 1,004
mobile shopping are lower than in traditional
shopping, I prefer mobile shopping
There are security problems in mobile 3,07 1,446
shopping
I find mobile shopping suitable 2,80 1,181
My general intention to shop via mobile 4,04 ,905
phone is very high
I find mobile shopping more entertaining than 2,56 ,900
traditional shopping
I prefer mobile shopping when I have enough 3,49 1,393
time

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FINDINGS

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FINDINDS
1) Due to changing customer needs, it‟s important to adapt new
innovative solutions in banking services with those new needs.

2) In order to improve the bank public image, innovative mobile

banking services can be a very important tool in achieving this target,
particularly when the firm actively engages in shaping standards for
emerging technologies.

3) Banks can use mobile services as a positive competitive advantage as

well as differentiation strategy with rivals.

4) Banks offering mobile services may use this service as an attraction

tool for prospective customers;
5) Finally, innovative mobile services are expected to open up a new
distribution channel for banks to enforce their multi-channel strategy; for
technology-providers they open a new channel of revenue.

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CONCLUSION

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CONCLUSION

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Essentially operators need to offer something different from the

competition. In a world that increasingly turns online to purchase goods

and services, there is a real need to find ways to better engage with the

consumer using this channel. An obvious way to do this is by deploying

technologies for presenting the consumer with all the information they

need so they can make the most informed decisions possible. The

benefits this brings in terms of deeper customer engagement and

increased satisfaction cannot be ignored. Done well, not only will this

help to reduce customer churn, but it will also drive cross-sell and up-

sell by creating deeper loyalty to the Website and brand, ultimately

leading to improved Average Revenue per User (ARPU) and increased

market share. Improving the online could encourage customers to visit

their Website more frequently by adding more features, such as click-to-

call services and personalized home pages.

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The report also gives operators valuable insight into the types of services
customers would like to see integrated into their online experience.
Operators must strategize how they can offer value to European
consumers that will trump their desire to leave the provider because of a
handset preference.
Improving the online experience is the ideal avenue for operators to
explore. With only 20 percent of consumers in Europe rating their online
experiences as excellent, consumers are keen for operators to improve
customer service online. For example, more than one-third (35 percent)
of customers in Europe surveyed said they would like to have
personalized home pages based on their individual requirements, while
30 percent would like to see click-to-call services integrated into
operator Websites, to make contact simpler and easier when issues arise.
Operators should look for ways they can encourage consumers to make
repeat visits, such as offering incentives or discounts on deals sold solely
online or by giving customers greater flexibility in the way they pay for
and manage their bills. Given the frequency and familiarity that many
consumers now have with online services across various other sectors
such as travel and retail, telecom operators need to implement advanced
technology platforms to help them drive online engagement, bringing
their customers closer to the brand.

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REFERENCE

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REFERENCES

1. Aaker, D.S.; Batra, R.; and Mayers, J.G. Advertising Management.

Englewood Cliffs, NJ: Prentice Hall, 1992.

2. Alwitt, L.F., and Prabhaker, P.R. Identifying who dislikes television

advertising: Not by demographics alone. Journal of Advertising
Research, 34, 6
(1994), 17–29.

3. Barwise, P., and Strong, C. Permission-based mobile advertising.

Journal
of Interactive Marketing, 16, 1 (2002), 14–24.

4. Bauer, R.A., and Greyser, S. Advertising in America: The Consumer

View Boston: Harvard University, Graduate School of Business
Administration,
Division of Research, 1968.

5. Bogart, L. Strategy in Advertising: Matching Media and Message to

Marketsand Motivations. Lincolnwood, IL: NTC Business Books, 1990.

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6. Brackett, L.K., and Carr, B.N. Cyberspace advertising vs. other
media:
Consumer vs. mature student attitudes. Journal of Advertising Research,
41, 5
(2001), 23–32.

7. Byrne, B.M. Structural Equation Modeling with LISREL, PRELIS,

and
SIMPLIS: Basic Concepts, Applications, and Programming. Mahwah,
NJ:
Lawrence Erlbaum, 1998.

8. Carmines, E.G., and McIver, J.P. Analyzing models with unobserved

variables: Analysis of covariance structures. In G.W. Bohrnstedt and
E.F.
Borgatta (eds.), Social Measurement: Current Issues. Newbury Park,
CA: Sage,
1981, pp. 65–110.

9. Davis, F.D. Perceived usefulness, perceived ease of use, and user

acceptance of information technology. Management information
Systems Quarterly, 13, 3 (1989), 319–340.

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WEBSITE

 www.wikipedia.org

 www.retentionconnection.com

 www.webopedia.com

 www.ebusiness.com

 www.ask.com

 www.databankars.in

 www.omegle.com

 www.google.co.in

 www.yahoo.co.in

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ANNEXURE

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QUESTIONNAIRE
Attitude
ATT1 Overall, I like mobile advertising.

Intention
INT1 I am willing to receive mobile advertisements:
1. less than one message a day
2. two messages a day
3. three messages a day
4. over four messages a day

Behavior
BHV1 What do you do when you receive a mobile advertising message?
1. Ignore it completely
2. Read it occasionally
3. Read it after accumulating too many of them
4. Read it when I get time
5. Read it right away

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BHV2 How much do you read the mobile advertising messages you
receive?
1. Not at all
2. Read about a quarter of a message
3. Read about half of a message
4. Read about three-quarters of a message

5. Read the whole message

Mobile phone service requirements questionnaire

1. Your gender: □ male □ female

2. Your age: □15-24 □25-34 □35-44 □45-54 □55 up

3: Your educational background: □ under high school □high school

□vocational college □undergraduate □ postgraduate □PhD. or above

4. Your occupation:

□student □engineer □computer developer □education vocation □

financier □Manufacturer □government staff □business man □service
trade □unemployed people □retiree □others (please specify)

5: Your average income per month:

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□less than 1500 RMB □1500-3000 RMB □3000-4500 RMB □4500-
6000 RMB □more than 6000 RMB (1GBP approach to 15 RMB)

6: What sort of mobile phone you owned at present?

□GSM □CDMA □TD-SCDMA □GSM/TD-SCDMA □ others (for

example: WCDMA, CDMA2000)

7: How much will you pay on mobile phone service per month?

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□ Under 20 RMB □ 21-50 RMB □50-100 RMB □100-200 RMB
□more than 200 RMB (1GBP approach to 15 RMB)

8: Which is your form of payment for mobile service?

□ pay as you go □ subscribe month meal □ year contract □ others

(please specify)

9: Which terms of 2G and 2.5G service you used most

frequently? (Single or Multiple choices)

□ Voice call □ Texting □E-Mail □Downloading □M-search

engine □Electronic book □Online/offline games □M-banking □
M-business □ E-news □Others (please specify)

10: Have you ever used 3G mobile service before?

□yes □ no (skip to 13)

11: If yes, which terms of service capability have you thought

are promoted when switching from 2G/2.5G to 3G? (Single or
Multiple choices)

□ Voice call □ Texting □E-Mail □Downloading □M-search

engine □Electronic book □Online/offline games □M-banking □
M-business □ E-news □Others (please specify)

12: Which terms of 3G services have you thought are useful?

(Multiple choices)

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□MMS □Video call □mobile television □Video music □GPS
□PDA □internet surfing □others (please specify)

13: When china popularizes 3G mobile service, which do you

prefer?

□use 3G immediately □to wait and see □still use previous

2G/2.5G □others (please specify)

14. Which are your most concerned thing about the mobile
service (2G-3G) ? (Multiple choice)

□ low cost □ high service quality □ high data speed □ easy to use
□ save time □ highly entertainment □ others (please specify)

15: Please write down what can mostly change your mind to
switch to new mobile service (e.g. single-way charge)

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