The Ericsson R380 is a so-called smartphone, combining an advanced mobile phone with a Personal Digital Assistant (PDA). To evaluate the usability of the Ericsson R380 and benchmark it against the Nokia 9110 Communicator and the Motorola A6188 Accompli, a repeated measurements experiment was performed. 18 subjects (10 men and 8 women) with no previous experience of any of the interfaces participated. Half of the subjects had extensive experience from using Ericsson mobile phones and half of the subjects had extensive experience from using Nokia mobile phones. A set of 9 tasks to be solved on each interface was presented to the subjects. The order in which the subjects used the interfaces was balanced with a Latin square design while the tasks were presented in consecutive order and were identical for all interfaces. Level of completeness, completion time and number of actions were assessed for each task and interface. Subjects also rated the perceived usability and aesthetics of the interfaces. Overall, subjects were most successful using the Motorola A6188 Accompli, using fewer keystrokes and less time as well as needing fewer hints compared to the Ericsson R380 and Nokia 9110 Communicator. However, the Ericsson R380 was rated significantly higher than the other interfaces on perceived usability. Previous experience with Ericsson or Nokia mobile phones did not have a major impact on how well subjects succeeded with using the interfaces in the test. Certain mistakes made by each group of subjects could be explained in terms of mental models, Einstellung effects and the use of so- called Function-Object interaction style where Object-Function interaction was appropriate. Contrary to earlier findings, aesthetics and perceived usability did not correspond to a great extent. Finally, the results are discussed and some suggestions for improvements are put forward.

The fast paced evolution of technology has changed the way people interact with service providers in a significant way; the introduction of new service delivery channels has mainly been based on technological advances rather than on customer needs. During the last 20 years the banks have extended their service offerings from just having the branch offices to the multichannel service delivery systems of today, including; phones, computers and smartphone apps. Previous research has concluded that there were many barriers for mobile banking to become a widespread service delivery channel for banks, such as technical limitations, trust issues and social obstacles. In order to understand the role of the smartphone in this multichannel ecology, a qualitative interview study was undertaken focusing on the customers’ perception of the bank. The results show that the choice of channel is dependent on personal characteristics, perceived risk, context and how the task itself is perceived. The results show that the current role of the smartphone is complementary to the other channels, providing the customer with basic banking services wherever they are; it supports the customer in the activity of managing ones private economy and providing the informant with the feeling of control. The results also include insights into the life of three customers and their interaction with their bank over the course of one month in the form of customer journey maps.

As there are more than 1.4 billion smartphones sold every year in the world and around four million smartphones in Sweden. In recent years there has been a growing concern to move from a linear economic system to a circular economic system. Smartphones and other electronic equipment stand for the largest growing waste streams in the European Union. The rising prices of raw materials used in smartphone manufacturing over the last decades, along with the fact that these minerals are being mined in conflict stricken areas and the growing environmental awareness among people makes the refurbished smartphone’s market very current. Thus, it is of great interest to investigate consumer behaviour linked to refurbished smartphones as it is still in its early stages. As such, many of the barriers identified in this thesis can be linked to the communication of refurbished smartphones. The purpose of this thesis is to get a deeper understanding of how companies can communicate to break the barriers that exists for the consumer acceptance of refurbished smartphones in the Swedish market. Earlier studies have also focused on refurbishment as a concept rather than the consumer’s responses towards it. The study will be conducted in Sweden which has not been done previously. Therefore, our study will contribute to a deeper understanding of the consumer behaviour in the refurbished smartphone market in Sweden and thus aid companies in their communication of refurbished smartphones. To fulfil the purpose, a qualitative study has been conducted through semi-structured interviews. The sample groups were environmental enthusiasts, technology experts, refurbished product buyers, second hand buyers and companies. From the interviews five themes were derived: initial response, benefits, risks, barriers and communication. The findings and conclusions of the thesis are derived from the themes and subthemes that were created. There are many barriers and risks that make people avoid purchasing refurbished smartphones. The findings suggest that the consumers’ initial response are generally very positive and many consumers would consider a refurbished smartphone as their next smartphone purchase. Another finding is that a lack of knowledge about refurbishment lead to doubts about refurbished smartphones. The barriers found were lack of awareness, lack of thrill of newness, naming of refurbished products and lack of knowledge. The largest barrier, was lack of awareness. A solution to resolve this barrier could be to communicate the refurbishment process. A major finding was that that the environmental aspects were a vital purchase criteria for the consumers, however, not the most vital aspect. Moreover, societal benefits were raised regarding refurbished products in terms of benefitting the entire society. The biggest risk detected in the study was the performance, risk as the consumer may believe that the smartphone will be in a poor condition even though it has been refurbished. A big risk was the financial risk in terms of the substantial price for a refurbished smartphone. To reduce this the companies could adapt to the market standard and sell their refurbished smartphones in package deals. Our findings suggest that price should be communicated in combination with warranty and also environmental aspects, however, the environmental aspect is often abstract. The companies should consider using branding more to communicate these messages. Word of mouth was seen to be important and companies should utilise customer reviews more. In terms of emotional and rational appeals both should be used, however, what appeal that the companies should focus on emphasise on is not obvious.

The thesis is focused on most recent trends in the mobile marketing industry, paid mobile advertising market structure, size and processes. The aim of the thesis is to define the possibilities of using mobile advertising in two basic segments mobile advertising in search and mobile display advertising. It provides performance results of the paid mobile advertising campaigns and their role in the corporate practice. The last part provides in-depth view about use of mobile advertising at the company AVG Technologies. It illustrates how the company increased the number of app installations and factors that influence the effectiveness of in-app advertising campaigns in general.

Diploma thesis focuses on modern trends in marketing communication of specific educational institution. Main goal of the thesis is to analyse and to design of a mobile application for Faculty of Management University of Economics in Prague as a new tool of marketing communication intended for candidates interested in studying and potential students. Theoretical part of the thesis includes general topics about strategic university management of Universities, marketing communication and relations management. Author also presents the mobile application as a product, its applicability, ways of its distribution and necessary steps for its analysis and design.

The topic of this thesis is to analyze the business models currently used in the gaming industry. The aim is to provide a comprehensive overview of the current economic situation of the industry, distribution channels, used technologies and business practices from the perspective of all market participants. The theoretical part is due to less frequent topic devoted to the description of all entities of gaming industry. It analyzes not only all the actors involved in the development of video games and their subsequent sale but also the technical tools used to play games and also the players themselves. Video games are divided into two main streams (hardcore and casual) which also determine the structure and analysis. The analytical part focuses on capturing the most widely used business models and their combination for the sale of the video games. Models are then categorized into two groups (goods and services) and represent two different approaches to pricing scenarios. For each business model describes the basic principle, its pros and cons, the factors influencing the successful implementation and an example of the use of the model in practice. The analysis also includes the socio-economic profiles of two major market segments. In conclusion, based on the current developments and current trends in the field across the gambling industry the work tries to predict the future development of business models and for video games respectively. the whole industry.

Le terme « influenceur » émerge dans les années 90 pour qualifier l’action de certains blogueurs. L’influenceur est, en fait, un médiateur entre une marque et ses consommateurs. Proche des consommateurs, puisqu’il en est un, l’influenceur s’avère souvent beaucoup plus persuasif qu’une simple campagne publicitaire. Le pouvoir de l’influence ne date pas d’hier. Au 13e siècle, on utilisait déjà le mot influencia en latin pour évoquer l’action des astres sur la destinée humaine. Des étoiles à l’influenceur moderne, le pouvoir de l’influence sur une population donnée a toujours fasciné notre curiosité. Sur les réseaux sociaux numériques, le terme « influenceur » est généralement utilisé pour décrire une personne ayant un grand nombre d’abonnés. Les recherches concernant ces « vedettes » du web sont peu cependant nombreuses dans la mesure où il s’agit d’un phénomène plutôt récent. Cette présente recherche s’intéresse plus particulièrement au rôle de la photographie dans la mise en scène de l’influenceuse Camille Dg sur la plateforme numérique à succès Instagram. Nous avons misé sur l’expérience personnelle de celle-ci en adoptant une méthodologie qui repose sur une ethnographie en ligne, de l’observation participante et des entrevues individuelles semi-dirigées. Cette recherche nous a permis de constater que la photographie joue un rôle important dans le divertissement d’une communauté, le pouvoir de faire passer un message, l’acquisition de partenaire d’affaires et l’entretien des relations. Ainsi, ce mémoire contribue à la littérature entourant le processus de mise en scène de soi sur les réseaux sociaux numériques. / The term "influencer" emerged in the 1990s to describe certain bloggers’ actions. The influencer is, in fact, a mediator between a brand and its consumers. Close to consumers, since s/he is one, the influencer often proves to be much more persuasive than a simple advertising campaign. The power of influence is not new. In the 13th century, the Latin word “influencia” was already used to evoke the action of the stars on human destiny. From stars to modern-day influencers, the power of influence over a given population has always fascinated our curiosity. On digital social networks, the term "influencer" is generally used to describe a person with a large number of subscribers. However, there has been little research on these web "stars" as they are a relatively recent phenomenon. This research focuses on the role of photography in the staging of the influencer Camille Dg on the successful digital platform Instagram. We have built on her personal experience by adopting a methodology based on online ethnography, participant observation and semi- directed individual interviews. This research has shown us that photography plays an important role in maintaining a community, getting a message across, acquiring business partners and maintaining relationships. As such, this dissertation contributes to the literature surrounding the process of “mise en scène” on digital social networks.

This thesis deals with creation of a mobile library for preprocessing of images with text which represents a part of a system for text recognition. The library is realized with emphasis on generality of use, efficiency and portability. The library providing a set of algorithms primarily for image quality assessment and text detection was created in this thesis. These algorithms enable a substantial decrease in volume of transmitted data and speed up and refinement of the recognition process. An example application for the Android platform able to analyze composition of foods stated on their wrappings was created as well. Overall, the library (system) simplifies development of mobile applications with focus on text extraction and analysis. The mobile application then provides a comfortable way of food harmfulness verification. The thesis offers a reader an overview of current solutions and tools available in this field, it provides a breakdown of important image preprocessing algorithms and guides him through the construction of the library and the application for mobile devices.

Heart rate, Oxygen saturation, HR, SpO2, MATLAB, smartphone, mobile phone, photopletysmogram, PPG

Blood pressure is one of the basic indicators of the health state of the cardiovascular system. High blood pressure is the main risk factor of ischemic heart disease, atherosclerosis and stroke. Therefore, it is important to monitor long-term changes in blood pressure and respond in time to these changes. Blood pressure meters are not standard household equipment, while a well-equipped smartphone is. Smartphones contain a large number of sensors capable of measuring biomedical signals. This thesis focuses on creating an application capable of determining blood pressure using data obtained from these sensors.