Recently, there have been rapid developments in the fields of mobile and wireless technologies which have enabled the acquisition of information at anytime regardless of the location and mobility status of the users. However, despite the increasing popularity of mobile devices which are becoming an indispensable part of our everyday activities, the disappointing results regarding the adoption and use of mobile applications and data services lead scholars to question the understanding of the adoption and usage behaviour within these new wireless environments. The author believes that there could be attributes which are still unexplored and could provide an explanation why the mobile data services are still unsuccessful. The aim of this study is to explore, understand and highlight the role of place in the decision of the people to use mobile data services and thus to assist professionals and scholars to consider the importance of the attributes of place in the design of new applications and in the adoption and usage models of mobile technologies and services. In order to achieve this objective an exploratory in nature research was conducted combining conventional and innovative research methodologies. A model of place was generated which served as a sensitizing device in order to interpret, and analyse the collected data. The first phase of this research involved the understanding of the market in question and the selection of the appropriate case (mobile data services platform) to conduct the research. The second main phase of the research then sought to get a better understanding of how users experience place before deciding to use mobile data services. The research methods were applied within everyday settings with 30 users of the selected mobile data services platform, all of whom were selected according to specific criteria. The findings tend to suggest that participants did experience the different places in a similar way before deciding to use mobile data services.

Malgré la croissance de la téléphonie mobile, la diversité des services et la spécificité de cette technologie, nombreuses sont les populations urbaines et rurales en Afrique qui n’en bénéficient pas. L’investigation théorique et empirique des facteurs déterminant la pénétration de la téléphonie mobile en Afrique a fait l’objet de cette thèse. Cette recherche s’inscrit dans une démarche hypothético-déductive et est structurée en deux parties. L’objet de la première partie était de développer un modèle conceptuel de l’usage de la téléphonie mobile en Afrique en partant d’une revue de la littérature sur les modèles d’adoption et d’usage des Technologies de l’Information. Plusieurs concepts issus de la théorie unifiée de l’acceptation et de l’utilisation de la technologie (Venkatesh et alii, 2003, 2012) et des théories d’adoption des technologies de l’information en Afrique ont ainsi été examinés : la théorie d’identité (Ndiaye et alii, 2008), les théories de distribution (Touré, 2010) et les théories de l’énergie (Chéneau-Loquay, 2010). La seconde partie avait pour objectif de vérifier les relations entre les variables du modèle de recherche. Un instrument de mesure a ainsi été élaboré et testé auprès d’experts avant son administration au Mali et au Sénégal afin de cerner les antécédents de la pénétration du mobile en Afrique. Partant du postulat que le comportement individuel peut être imputé aux perceptions de l’individu sur : la performance attendue, la facilité d’utilisation, l’influence sociale, la motivation hédonique, la valeur du prix, le réflexe dû à l'habitude et les conditions de facilitation ; nous avions présumé que ces construits, ainsi que leurs interactions, influençaient positivement l’intention d’utilisation et l’utilisation de la téléphonie mobile. D’une manière générale, les résultats ont confirmé ces hypothèses. Les résultats sont discutés dans une perspective managériale et professionnelle. Ils peuvent guider les autorités de régulations et les pouvoirs publics et orienter les opérateurs de télécommunications, les équipementiers et les fournisseurs de services dans l’élaboration de leur stratégie. / Despite the growth in mobile telephony, the diversity of services and specificity of its technology, there are many urban and rural populations in Africa who do not benefit from it. The theoretical and empirical investigation of the determining factors of mobile telephony penetration in Africa is the subject of this thesis. The research uses a hypothetical-deductive reasoning and is divided into two parts. The purpose of the first part was to develop a conceptual model of mobile telephony usage in Africa beginning with a review of the literature on the models of adoption and usage of Information Technologies. Also, several concepts from the unified theory of acceptance and use of technology (Venkatesh et alii, 2003, 2012) and theories of adoption of information technology in Africa were examined: the theory identity (Ndiaye et alii, 2008), theories of distribution (Touré, 2010) and theories of energy (Chéneau-Loquay, 2010). The second part was to verify the relationships between the variables of the research model. A questionnaire for data collection was developed and tested by experts prior to its administration in Mali and Senegal in order to be able to identify the background regarding mobile telephony penetration in Africa. Starting from the premise that individual behavior can be attributed to the perceptions of the individual’s : expectation of performance, the ease of use, social influence, hedonic motivation, price value, a reflex due to habit and the facilitating conditions ; we assumed that these constructs and their relationships positively influence the intended use and the use of mobile telephony. In general, the results have confirmed these hypotheses. The results are discussed from a managerial and professional perspective. They can guide regulatory authorities and governments and can orientate the telecom operators, OEMs and service providers in developing their strategy.

Submitted by Filipe dos Santos (fsantos@pucsp.br) on 2016-09-26T12:21:10Z No. of bitstreams: 1 Beatriz Santos Samara.pdf: 13499929 bytes, checksum: 0b1d97dd5d3788184e4f791c5ec0509f (MD5) / Made available in DSpace on 2016-09-26T12:21:10Z (GMT). No. of bitstreams: 1 Beatriz Santos Samara.pdf: 13499929 bytes, checksum: 0b1d97dd5d3788184e4f791c5ec0509f (MD5) Previous issue date: 2016-05-16 / Based on the hypothesis of the emergence of the Lower Middle Class, in recent years in Brazil, this research inquires about the way of use and cell phone purchase reason by these segment individuals. Through reading several authors, this study aimed substantiate the problem that is appointed for this thesis, in other words, how the cell phone goes beyond the concept of being an asset and becomes an objective of social and cultural life, consumed by the Lower Middle Class. Its purpose, assumptions and objectives were developed, which led to a need for research, using a qualitative methodology with cell phone users, this already mentioned class. The authors mentioned here were: Souza, Torreta, Neri, Silva, Singer, Bourdieu, Appadurai, Canclini, Sato and Perez, Lemos, McCracken, Douglas and Isherwood and Certeau, who contributed in their works to think about the objectives and hypothesis of this study, which led us to conclude that cell phone for Lower Middle Class is essential and inseparable from the subject under study / Baseada na hipótese da emergência da denominada classe C nos últimos anos no Brasil, esta investigação indaga sobre o modo de uso e o motivo de compra dos celulares por indivíduos desse segmento. Mediante leitura de diversos autores, este trabalho buscou fundamentar o problema que ora é levantado para este estudo, isto é, de que maneira o celular ultrapassa o conceito de ser um bem e constitui-se em um objetivo de vida social e cultural consumido pela classe C. Com essa finalidade, foram levantadas hipóteses e objetivos que levaram à necessidade de pesquisa utilizando a metodologia qualitativa junto aos usuários dessa classe já mencionada. Os autores que fundamentam este estudo são: Souza, Torreta, Neri, Silva, Singer, Bourdieu, Appadurai, Canclini, Sato e Perez, Lemos, McCracken, Douglas e Isherwood e Certeau, os quais contribuíram com suas obras para pensar sobre os objetivos e hipóteses deste estudo, que nos levou a concluir que o celular, para a classe C, é fundamental e inseparável do sujeito em estudo

<p>This graduation paper treats e-mobbing via the different communication medias of the mobile phone. The purpose of the research has been to describe student’s experience of e-mobbing via the mobile phone’s different integrated functions as phone calls, sms, mms and e-mail.</p><p>In this poll investigation asked 100 students of 15-20 years of age.</p><p>The interviews made have shown that girls are more exposed to e-mobbing, e.g. indirect mobbing. In my research it is possible to see that girls are more exposed than boys to threats of violence via sms, the spreading of rumours and the danger of being called different things.</p><p>It is also possible to see in the result of the interviews that the mobber wants to experience power, something which is not unusual in all types of mobbing. The mobber feels safe and unreachable, while he or she can reach the victim at any time possible. This is something which is mentioned in the interviews by the young themselves. It is possible to see clearly that an indication of power and control is an important part in this type of mobbing.</p> / <p>Mitt examensarbete handlar om e-mobbning via mobiltelefonens olika kommunikationsmedium. Syftet med min undersökning är att beskriva skolungdomars erfarenheter av e-mobbning via mobiltelefonens olika integrerade funktioner såsom telefonsamtal, sms, mms och email.</p><p>I min enkätundersökning tillfrågades totalt 100 ungdomar i åldern 15-20 år.</p><p>Enkätintervjun har visat att flickorna är mer utsatta för e-mobbning d.v.s. indirekt mobbning.</p><p>I min undersökning kan man se att flickorna utsätts för sms mobbning i form av hot om våld, ryktesspridning och att de blir kallad för olika saker betydlig oftare än pojkarna.</p><p>Något som man även kan utläsa av enkätresultatet är att mobbaren vill känna makt vilket inte i sig något ovanligt beteende vid all typ av mobbning. I mobbning via mobiltelefon känner sig mobbaren säker och inte nåbar men han eller hon kan nå den mobbade när som helst.</p><p>Man kan se ett tydligt tecken på att maktstyrning och kontroll är en viktig ingrediens i denna typ av mobbning.</p>

This graduation paper treats e-mobbing via the different communication medias of the mobile phone. The purpose of the research has been to describe student’s experience of e-mobbing via the mobile phone’s different integrated functions as phone calls, sms, mms and e-mail. In this poll investigation asked 100 students of 15-20 years of age. The interviews made have shown that girls are more exposed to e-mobbing, e.g. indirect mobbing. In my research it is possible to see that girls are more exposed than boys to threats of violence via sms, the spreading of rumours and the danger of being called different things. It is also possible to see in the result of the interviews that the mobber wants to experience power, something which is not unusual in all types of mobbing. The mobber feels safe and unreachable, while he or she can reach the victim at any time possible. This is something which is mentioned in the interviews by the young themselves. It is possible to see clearly that an indication of power and control is an important part in this type of mobbing. / Mitt examensarbete handlar om e-mobbning via mobiltelefonens olika kommunikationsmedium. Syftet med min undersökning är att beskriva skolungdomars erfarenheter av e-mobbning via mobiltelefonens olika integrerade funktioner såsom telefonsamtal, sms, mms och email. I min enkätundersökning tillfrågades totalt 100 ungdomar i åldern 15-20 år. Enkätintervjun har visat att flickorna är mer utsatta för e-mobbning d.v.s. indirekt mobbning. I min undersökning kan man se att flickorna utsätts för sms mobbning i form av hot om våld, ryktesspridning och att de blir kallad för olika saker betydlig oftare än pojkarna. Något som man även kan utläsa av enkätresultatet är att mobbaren vill känna makt vilket inte i sig något ovanligt beteende vid all typ av mobbning. I mobbning via mobiltelefon känner sig mobbaren säker och inte nåbar men han eller hon kan nå den mobbade när som helst. Man kan se ett tydligt tecken på att maktstyrning och kontroll är en viktig ingrediens i denna typ av mobbning.