PICMET 2007 Proceedings, 5-9 August, Portland, Oregon - USA © 2007 PICMET

Technology Readiness Characteristics of 3G Subscribers in Indonesia:A Preliminary Study

Reza Ashari Nasution, Priyantono Rudito, Zulfikar SyaharuddinSchool of Business and Management, Institut Teknologi Bandung, Indonesia

Abstract--The technology of 3G (Third Generation) mobilecommunication was launched in Indonesian market inSeptember 2006. Studies have been conducted to discovercontents frequently accessed by subscribers and theirsatisfaction level to operators' services. However, little is knownabout the subscribers' technology readiness characteristic.Knowing this characteristic is important since it will help 3Goperators designing a proper marketing program in wideningthe customer base. A preliminary survey was conducted toobtain this information and it was discovered that a significantnumber of users possessed technology readiness characteristicsdifferent than those originally presented in literature.

I. INTRODUCTION

Mobile technology has shown rapid progress and hasbeen utilized widely to help people doing their dailyactivities. A few decades ago, communication was limited tovoice, but now it has been developed so that people were ableto transmit data, text and video during the communication.The development from audio to video mobile communicationwas designated as development from IG to 3G [2], [5], and[15].

Rapid development of mobile technology has createduncertainties among users. Hence, knowing users readiness toadopt new technology is important as it may help technologyproviders to reduce risks in technology adoption process.

The 3G technology became available to mobile phoneusers in Indonesia in September and attracted significantnumber of users. According to [10] this was possible if thereare potential users characterized by high technology readinessindex. However, the situation might be different in Indonesiasince marketing program might also influenced consumersdecision to use 3G services.

This paper was aimed at investigating technologyreadiness index of current 3G subscribers in Indonesia. Toorganize the presentation of the results, this paper wasdivided into eight sections. After the introduction is anoverview of 3G technology. In the third section, an overviewof Indonesian 3G operators is presented. The concept oftechnology readiness is presented in the fourth section andrelationship between technology readiness and adoption of3G in Indonesia is elaborated in the fifth section. The sixthsection is the research design. Findings and discussions arepresented in the seventh and eight sections respectively.

not possible until digital technology was developed. Besides,digital technology allows faster and bigger data transfermaking communication more convenience. Although thetechnology enabled more advanced data communication itwas not capable to support internet connection. To fill thisgap new technology was developed, called GPRS (GeneralPacket Radio Service), which was considered as abreakthough in mobile communication (Grundstrom andWilkinson, 2004). However, it turned out that accessinginternet using GPRS was slow and unreliable. Usersdemanded a faster and reliable solution to their mobileinternet application. Technology providers finally offered asolution to the market called Universal Mobile TechnologySystems (UMTS). The technology did not only offer a fasterand reliable internet solution but also more options in mobilecommunication that never thought. Video call and videostreaming that were not supported by earlier technology arenow common to mobile phone users.

The development from analog to UMTS above is markedwith four milestones: IG, 2G, 2.5G and 3G1. Majordifferences between those technologies are presented in Table1 [2], [5], and [15].

TABLE 1. DEVELOPMENT OF MOBILE COMMUNICATIONTTUl LTTC'TNT

CDMA4,EDGE5

CDMA 2000,UMTS

n/a Less than From 30Kbps From 144Kbps20 Kbps to 90Kbps to 2Mbps

Analog Voice, MMS, Full Motion(voice only) SMS, Images, Web Video,

Conference Browsing, StreamingCalls, Short Music, 3DCaller ID, Audio/Video Gaming, FasterPush to Clips, web BrowsingTalk Games,

Application,Ring ToneDownload

III. AN OVERVIEW OF INDONESIAN 3G OPERATORS

The Indonesian government through its ministry ofcommunication and information invoted all mobile operatorsto compete for 3G frequency in Indonesia in February 2006.6Using a closed-bid system the auction resulted five winners:

II. AN OVERVIEW OF 3G MOBILE TECHNOLOGY

Analog technology dominated mobiletelecommunication in the past. The technology onle enabledaudio communication. Sending text, picture and video was

1 The G stands for 'Generation'2 AMPS: Advance Mobile Phone System3 GSM: Global System for Mobile Communication4CDMA: Code Division Multiple Access'EDGE: Enhanced Data rate GSM Evolution6httwIliviviv a/ ,

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Telkomsel, Excelcomindo, Indosat, CyberAccessCommunications and Natrindo Telepon Seluler. Untilrecently only three operators have launched their 3Gapplications: Telkomsel, Excelcomindo and Indosat. Below isthe profile of their 3G application.7

TelkomselThis was the biggest mobile communication operator in

Indonesia with 38 million subscribers in 2007. After theirsuccessful expansion to all districts in Indonesia in 2005Telkomsel became the only operator in Indonesia with thewidest network mobile coverage troughout Indonesia.

The company got 3G license from Indonesian govermentwith the highest bid: Rp 218 billion or approximately USD21.8 million. The company has prepared their 3Ginfrastructrure since 2004, two years before joining theauction. However, they did not conducted any test until May2005. At that time they conducted a field test of video callthat ran successfully.

Telkomsel collaborated with Nokia, Ericsson andSiemens in expanding their 3G network infrastructure. Forcontents, they made special agreement with Metro TV,Bizcom and Elasitas. Those partners provided mobile TV,video on demand and video download services respectively.

Telkomsel offered 3G services to both pre- and post-paidcustomers. They introduced and maintained 3G marketawareness for technology adoption purpose by giving freetrial to its customers. Most of marketing expenditures by theend of 2006 were allocated for 3G marketing activities forboth Above and Below The Line media including 3GTelkomsel booths in public places. Other activity to educateconsumers is through seminars. By the end of 2006 theyexpected to get 270.000 users.

ExcelcomindoExcelcomindo or shortly XL became the first 3G

operator in Indonesia when they launched their 3G service on21st September 2006. Their 3G services was claimed to bemore advanced and supported by wider coverage. Using thisthey expected to gain 130.000 users by the end of 2006.

The company set collaboration with operators inSingapore (M-1), Malaysia (Celcom), Hong Kong (CSL) andAustralia (Telstra and Hutchison) to provide internationalroaming service for its 3G customers.

XL teamed up with Ericsson and Huawei to establishnetwork infrastructure that costed up to USD 100 million.Upon the finalization of the infrastructure XL expected thattheir 3G subscribers would be able to have internet accessfaster than the 3G standard.

XL network technology allowed them to detect users'network system. By setting the network feature in the mobilephone to automatic mode users were able to migrate from2.5G to 3G network automatically when they are in the XL

7Information was obtained from each company's website and technology-related magazines in Indonesia

3G areas. At the time this paper was written, the 3G servicefrom XL was available for both pre- and post-paid customers.

Connection to XL 3G network was free for the first sixminutes at that time. If it took longer users had to pay just5000 of the full cost. XL's general manager explained thatthis was their strategy to educate customers and to introducevarious 3G services available from the company. When thepromotion period is over users will be charged with certainamount of money that is arguably still under their ability andwillingness to pay. However, it was not published when theywould stop the promotion program. To entice post-paidcustomers XL implemented bundling programs, campus tocampus road show and XL 3G seminar for executive.

IndosatThis operator was the third and the last Indonesian GSM

operators that launched its 3G services. The plan was on 20thNovember 2006, but was postponed until 29th November2006 after the visit ofUS President to Indonesia.

The contents were similar with other operators.Nevertheless, they conducted difference marketing program.Indosat limited its 3G service to post-paid subscribers.Indosat argued that those subscribers were already familiarwith mobile internet access, the main 3G offering fromIndosat. The mobile internet access was claimed to be betterthan competitors. Indosat mentioned that it was considered as3.5G.

In addition, video call was another service expected to bea best seller among post-paid users. Indosat allowed freeaccess up to 10 minutes (four minutes longer than XL).Afterward, users need to pay Rp 500,- per minute. To accessother services users need to pay certain price according to thesize of downloaded file.

The company's positioning was operator with valuableinternet connection. Customers might choose one of two datapackages currently available: 1GB or 2.5GB package. Indosatcharged customer Rp 130.000,- per month and Rp 275.000,-for the first and second packages respectively. Normally theyneeded to pay Rp 350.000,- and Rp 625.000,- respectively.

Indosat made agreements with 20 content providers andall local TV broadcasters, except Metro TV. Games wereprovided by Erasoft and Madmax. It was expected that thenumber of users would reach 100.000 by the end of 2007.

IV. TECHNOLOGY READINESS

Various models have been developed to explain howinnovation or technology is adopted by users and hownumber of users increases from time to time.

Rogers [11] is famed with this idea. With his innovationdiffusion theory, she explained that technology or innovationis adopted whenever technology has a relevant benefits forthe users (relative advantage), compatible with the existingsystem (compatibility), not sophisticated to learn, to explore,to implement and to further develop (complexity), can be

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observed and monitored (observability), and can be tried toget experience of its performance (triability).

Other models were developed based on Rogers' theorysuch as Technology Acceptance Model (TAM) invented byDavis [4]. In that model, he proposed that technology will beaccepted if it is perceived to have a proper function for itsusers (perceived usefulness), easy to be used (perceived easeof use) and fit subjective norms of the users. The model isextended in [14] by adding performance expectancy, effortexpectancy, social influence, and facilitating conditions intothe model creating a new model known as Unified Theory ofTechnology Acceptance.

Models developed by those researchers have a similarityin which they were focused on technology characteristics. Inthose models, technology characteristics are labeled asrelative advantage, complexity, compatibility, triability andobservability by Rogers or perceived usefulness andperceived ease of use by Davis.

Solely focusing on technology characteristics is notenough. As stated in [9] as well as in [1] the rate of adoptionand diffusion of technology was determined by other factorsthan technology characteristics. Those are inventor, users,legal systems, and institution.

Studying technology adoption from user perspectivebecame a main concern recently. It was stated in [10] thatthere was a little knowledge about this in literature.Furthermore, the author explained that it was user readinessthat was not elaborated in models of technology adoption.

explorersPioneersSkepticsParanoidsLaggards

HlghHighLowHighLow

VI. TECHNOLOGY READINESS AND ADOPTION OF3G SERVICES IN INDONESIA

The TRI, although intended to be applicable in a generaltechnology adoption situation, was more applicable foradoption of high technology specifically information andcommunication technology because the study mostlyinvolved users within this field [10]. The 3G technologybelongs to this category. An interesting issue was raised, i.e.whether early adopters of 3G services are those with hightechnology readiness index on the drivers side and low on theinhibitors side. The issue became more interesting knowingthat a more advanced technology, i.e. 4G, was on the way tothe market. This might force consumers to replace theirgadgets with a new one in order to be able to use the newertechnology, just like when 3G technology came to market.

Studies in [8] and [3] have given indicators of users'readiness, but they did not provide a scale to measure howready consumers are to adopt new technology.

Because of this, Parasuraman developed a new scale forthis purpose known as Technology Readiness Index (TRI).The underlying reason was mentioned in his book8 thatanyone can be a consumer of a technology, but followsdifferent paths in the adoption process.

As stated in [10] user readiness to adopt new technologydepended on four factors, namely innovativeness, optimism,discomfort and insecurity. The first two are the contributorsin technology adoption whereas the rests are inhibitors in theadoption process.

Innovativeness is a measure of people tendency to bepioneer in any aspect of their life and optimism is a belief thattechnology give them easier life, increase control andflexibility in their work and improve efficiency.

Discomfort is a perception to technology that it willcontrol one's life and make people to be a servant oftechnology. Insecurity is a negative feeling about technology.It makes people worry if technology can do its functions asexpected.

Those factors interact and create psychological conditionin one self and generate particular attitude toward newtechnology. There are five categories of people according totheir attitude toward new technology as seen in Table 2.

LowLowLow

LowHighLowHighHigh

LowHighLowHighHigh

Shortly, 3G technology was high technology that offeredvarious benefits to its users and at the same time createduncertainty to its users.

Dealing with uncertainty is not Indonesian culture asidentified in [6]. However, it was reported in various mediathat existing 3G subscribers in Indonesia has reached 1million users. This was a surprise considering that thetechnology was in the market for five months only. From amarketing perspective this achievement is possible due to:innovative product features (i.e. 3G contents), suitability withuser needs, promotional effect, or user general readiness toadopt new technology [7] and [12].

This research is executed to investigate the thirdpossibility, i.e. subscribers' readiness to adopt new hightechnology and Parasuraman's TRI scale is used for thispurpose. The research design is described in the next section.

8 Parasuraman, A. and C.L. Colby (2004), Techno-Ready Marketing: howand why your customers adopt technology, New York Free Press

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VI. RESEARCH DESIGN

It was planned to conduct survey in 3G target markets inIndonesia: Jakarta, Bandung, Surabaya, and Medan.Judgement sampling was used. Places considered as center ofuser base were selected (e.g. electronic center, electronicmall, and technical colleges/institutions). Questionnaireswere also distributed through mailing list in order to expandthe survey coverage.

The questionnaire consists of three parts: demography,psychography (which is users' experience in using 3G), andtechnology readiness scale. The questionnaire has been testedin a small number of target respondents (30 persons) and theresults indicated that it contained valid items.

A self-administered survey was used in this research.Surveyors were instructed to help respondents to fill in thequestionnaire. By doing this way, validity of the data couldbe maintained. A total of 68 completed responses was

obtained. Those were from respondents in Bandung andJakarta. This number was expected to increase in a furthersurvey.

Analysis will be conducted on:

1. Demographic and psychographic characteristics of 3Gsubscribers.

2. Technology readiness level of existing 3G subscribers.The readiness index is measured on five scale items foreach dimension. The responses would be averaged foreach dimension. If the score was higher than 3 it wouldbe considered high and if it was 3 and lower it would beregarded as low (Parasuraman, 2000, p. 318).

3. Effects of different marketing programs ran by the threeoperators on characteristics of subscribers

Due to data limitation this paper reported onlypreliminary findings of the first and second points.

VI. FINDINGS

The followings are demographic characteristics of therespondents. Male respondents were larger than female ones.

About 16 percent of the respondents were in the age range of23-30 years old. Most of them worked in private companiesfollowed by students (see Figure 3). Their income was mostlyless than Rp 3 million although those with income between 3-5 million were also found to be a large group (see Figure 4).

Figure 1. Gender characteristics

11, 16% 3, 4%

-1722

23-30

31-40

1>40

38, 58%

Figure 2. Age range

2 3% 1, 1% 2, 3% * Students

1, 1% P rofessiona

2 31%

~~~~~ m . ~~~~~~~~~~nE ntrepreneurs

MPrivate E mployee

B U MN/B U MD-~~~~~~~~~~~~~employee

isCivil S ervant

28, 42 4, 6 9 Housewives

9, 13% Others

Figure 3. Respondents occupation

7, 10%2,3

8, 12%

3,4 < Rp.3M

| Rp. 3-5 M

Rp.5,1 -8M

0 Rp. 8,1 -10 M

18, 26% g > Rp. 10 M

Figure 4. Income

Figure 5 informed that approximately 34.51% of themhad budget for mobile communication less than 300 thousandrupiahs per month. Around 48.71% of the respondents were

Telkomsel 3G subscribers (see Figure 6) and mostly (around24.35%) have been subscribers of 3G services for less than 1

month. Interestingly, the number of those who kept using 3Gservices for more than 1 month was also big, i.e. 34.50 (seeFigure 7). Majority of them accessed 3G services for 3 timesa day of less (see Figure 8). The duration of access lastedmostly for less than 10 minutes (see Figure 9).

5, 8% 0, 0%

12, 18%

15, 23%

I< Rp. 300 K

R p. 300 - 600 K

Rp. 600 K - 1 M

Rp. 1 M - 1,2 M

I> 1,2 M

34, 51%

Figure 5. Mobile communication spending

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33, 42%

Male

* Female

45, 580

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Telkomsel

*Indosat

XL

48, 71%

Figure 10. 3G services that used by subscribers

Figure 6. 3G Subscription

6, 9%

* > 5 months

* 3 - 4 months

2 - 3 months

16, 24% 0 1 - 2 months

i < 1 months Figure 11. 3G services that mostly used by subscribers

18, 26%

Figure 7. Length of users' 3G usage

7, 10%

FIigure 12. 30 services that rarely used by subscribers

27, 41%

Figure 8. Frequency of 3G access per day

0% 4, 6%

12, 18%

I< 10 minutes

110 - 15 minutes

15 - 30 minutes

130 - 35 minutes

B> 35 minutes

Users reported that they had tried all 3G services, but itturned out that video call was the most used service, followedby internet and data download access. They rarely playedgames using their 3G mobile phones. This might be due tohigh costs that they should pay. About the content, it is videocontent that was frequently downloaded (see Figure 13).News was the second because users wanted to get latestnews. Musical content was not popular because users wantedmusic for their ring tone feature that was already availablefrom their existing GSM services.

14, 21%

Figure 9. Duration of 3G access per visit

The 3G services used were divided into three categories:service that were ever, mostly, and rarely used. The resultsare presented from Figure 10 to 12.

Figure 13. 3G content downloaded by subscribers

895

13%

10, 15% 23, 34%

I< 1 time

11 - 3 times

3 - 7 times

I> 7 times

PICMET 2007 Proceedings, 5-9 August, Portland, Oregon - USA © 2007 PICMET

The following figure informed that users used 3Gservices because they wanted to know how it felt using hightechnology and features they never thought before. Socialinfluence was small as only 10,14% of users reported thatthey subscribed to 3G services because of their friends'influences. Respondents were optimistics that 3G wouldassist them in doing their jobs by providing latest newscritical to their jobs. The followings are information aboutusers' readiness to adopt new technology in general. Table 2contains average score on each dimension of technologyreadiness measure and users categorization. As seen in Figure15, three new categories were identified with the followingcharacteristics:1. High optimism, low innovativeness, low discomfort and

high insecurity2. High optimism, High innovativeness, low discomfort and

high insecurity3. High optimism, low innovativeness, low discomfort and

high insecurity

Figure 14. Reasons of using 3G

The above combinations are not available inParasuraman's classification and hence categorized as notavailable. This category comprised of 37%0 of the totalrespondents. The largest category was Pioneer that countedfor 37°0 of total respondents. Paranoid was quite large (16%).The explorers and laggard counted for 9%0 and 1%respectively. This indicated that most of Indonesian 3Gsubscribers were optimist about technology and innovative,but felt discomfort and insecure about new technology.

TABLE 2. USERS' AVERAGE SCORE ON EACH TECHNOLOGY READINESS DIMENSION AND THEIR CATEGORY111Resndent Optimnism Inovtiveness Discomfr11t11mf In rit Category

1 3.8 3.2 3.6 3.9 Pioneer2 3.8 2.6 3.7 3.7 Paranoid3 3.7 3.7 3.8 4.4 Pioneer4 3.8 3.7 3.6 3.9 Pioneer5 4.2 2.7 3.5 3.9 Paranoid6 4.1 3.1 3.5 3.7 Pioneer7 3.7 3.0 3.4 4.0 Paranoid8 4.4 3.7 3.1 4.2 Pioneer9 2.9 2.3 3.5 3.7 Laggard

10 4.8 2.4 3.0 4.1 Not available11 5.0 3.1 3.0 3.8 Not available12 4.5 2.3 2.9 4.0 Not available13 4.6 3.9 2.1 3.2 Not available14 4.6 2.8 2.7 3.9 Not available15 4.8 3.6 2.4 2.9 Explorer16 5.0 4.1 2.5 3.4 Not available17 4.6 4.4 2.5 3.1 Not available18 3.8 3.1 3.0 3.9 Not available19 3.9 3.9 3.6 3.8 Pioneer20 3.8 3.4 3.6 3.8 Pioneer21 3.8 3.6 4.1 3.7 Pioneer22 4.0 3.9 2.5 2.7 Explorer23 4.1 3.4 2.8 3.6 Not available24 4.1 3.7 3.2 3.1 Pioneer25 4.0 3.6 4.0 5.0 Pioneer26 3.4 2.3 3.2 4.0 Paranoid27 3.7 3.2 3.1 4.7 Pioneer28 3.8 2.9 3.4 3.4 Paranoid29 3.0 3.4 3.8 3.6 Not available30 3.9 3.0 3.0 4.2 Not available31 3.8 3.1 3.3 3.4 Pioneer32 3.3 3.3 3.3 4.3 Pioneer33 3.7 3.4 3.2 3.7 Pioneer34 3.4 3.3 2.6 3.0 Explorer35 3.7 3.0 3.8 3.9 Paranoid

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TABLE 2. USERS' AVERAGE SCORE ON EACH TECHNOLOGY READINESS DIMENSION AND THEIR CATEGORY(CONT.)Respon6fdent Optimnism finnvai6Venessd Discomifort Inecurity Category

36 3.9 2.6 3.3 3.0 Not available37 4.1 3.9 3.3 4.0 Pioneer38 4.2 3.3 3.3 4.2 Pioneer39 3.9 2.4 3.4 4.2 Paranoid40 3.7 3.9 3.6 3.2 Pioneer41 3.6 3.1 3.1 3.1 Pioneer42 4.0 2.7 2.8 4.3 Not available43 5.0 3.6 2.5 4.2 Not available44 4.6 3.0 2.9 4.0 Not available45 4.1 2.9 3.1 4.0 Paranoid46 4.1 2.7 2.5 3.4 Not available47 4.8 3.6 3.0 3.7 Not available48 3.9 3.3 3.0 2.6 Explorer49 4.5 3.3 1.8 1.6 Explorer50 4.4 3.0 3.8 4.6 Paranoid51 3.3 3.9 4.0 3.6 Pioneer52 3.2 3.3 2.6 3.4 Not available53 4.6 2.9 2.7 3.9 Not available54 4.8 3.6 2.4 2.9 Explorer55 5.0 4.1 2.5 3.4 Not available56 4.6 4.4 2.5 3.1 Not available57 3.8 3.1 3.0 3.9 Not available58 3.2 3.4 3.8 3.6 Pioneer59 4.0 3.0 3.0 4.2 Not available60 3.8 3.1 3.3 3.4 Pioneer61 3.5 3.3 3.3 4.3 Pioneer62 3.7 3.4 3.2 3.7 Pioneer63 3.8 3.1 3.4 3.1 Pioneer64 3.9 2.6 3.1 4.3 Paranoid65 3.7 3.7 3.0 4.2 Not available66 3.9 3.7 3.1 4.0 Pioneer67 4.2 2.7 3.3 4.0 Paranoid68 4.2 3.1 2.9 3.4 Not available

Figure 15. Percentage of users classification

VIII. DISCUSSION AND FURTHER RESEARCH

Further quantitative analysis could not be conducted dueto data insufficiency. However, the data may providequalitative insight to readers. An interesting finding was thatmost users were categorized as pioneers. This is inline with[10] and [14] who found a large number of consumers withinthis category in their studies. An interesting finding is new

categories originally absent in [ 10]. However, furtherinvestigation is needed to fmd valid explanation about thisfact. A large number of paranoid users is also an interestingfinding. Normally, they would adopt technology in a laterstage [10]. An alternative reason to this situation is marketingprograms of the operators. Free access and relatively lowaccess fee might have attracted large number of users withinthis category. This hypothesis will be tested when largernumber of data have been collected. Therefore, furtherresearch is needed in order to be able to present strongarguments and explanations statistically.

REFERENCES

[1] Allen, K.R. and C.C. Taylor, Bringing Engineering Research toMarket: how universities, industry, and government are attempting tosolve the problem, Engineering Management Journal, vol. 17, no. 3,pp. 42-48, 2005

[2] Chevillat, P.R. and W. Schott, Broadband Radio LANs and TheEvolution of Wireless Beyond 3G, IBM Journal of Research andDevelopment, vol. 47, no. 2/3, p. 327, 2003

[3] Dabholkar, P.A., Consumers Evaluations of New Technology-BasedSelf-Service Options: an investigation of alternative models of servicequality, International Journal ofResearch in Marketing, vol. 13, no. 1,pp. 29-51, 1996

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9%* Explorer

3 7 °/77 % PioneerEi Skeptics

__________________________ ~Ei Paranoid37%

* Laggard1% 16% 0% * Not available

PICMET 2007 Proceedings, 5-9 August, Portland, Oregon - USA © 2007 PICMET

[4] Davis, F.D., Perceived Usefulness, Perceived Ease of Use, and UserAcceptance of Information Technology, MIS Quarterly, vol. 13, no. 3,pp. 319-340, 1989

[5] Grundstrom, C. and I.F. Wilkinson, The Role of Personal Networks inThe Development of Industry Standards: a case study of 3G mobiletelephony, The Journal ofBusiness & Industrial Marketing, vol. 19, no.4/5, p.283, 2004

[6] Hofstede, G., Cultures and Organizations, software of the mind,intercultural cooperation and its importance for survival, McGraw-Hill, 1997

[7] Kotler, P. and G. Armstrong, Principles of Marketing, InternationalEdition, Prentice Hall, 2001

[8] Mick, D.G. and S. Fornier, Paradoxes of Technology: consumercognizance, emotions, and coping strategies, Journal of ConsumerResearch, vol. 25, September, pp. 123-147, 1998

[9] Nerkar, A. and S. Shane, Determinants of TechnologyCommercialization: an empirical examination ofacademically sourcedinventions, 2002

[10] Parasuraman, A., Technology Readiness Index (TRI): a multiple-itemscale to measure readiness to embrace new etchnologies, Journal ofService Research, vol. 2, no. 4, pp. 307-320, 2000

[11] Rogers, E.M., Diffusion of Innovations, 3rd Edition, The Free PressNew York, 1983

[12] Strouse, K.G., Marketing Telecommunication Services: newapproaches for a changing environment, Artech House Publishers,1993

[13] Tsikriktsis, N., A Technology Readiness-Based Taxonomy ofCustomers: a replication and extension, Journal of Service Research,vol. 7, no. 1, pp. 42-52, 2004

[14] Venkatesh, V., M.G. Morris, G.B. Davis, and F.D. Davis, UserAcceptance of Information Technology: toward a unified view, MISQuarterly, vol. 27, no. 3, pp. 425-478, 2003

[15] Wisely, D. and E. Mitjana, Evolving Systems Beyond 3G, the ISTBRAIN and MIND projects, BT Technology Journal, vol. 21, no. 3, pp.102-121, 2003

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