行動上網技術的成熟，為行動上網市場提供了良好的發展環境，吾人認為第三代行動通信業者的行動上網定價模式也扮演了關鍵的催化劑角色。 本研究主要是探討台灣第三代行動通信業者在訂定行動上網服務定價模式時，對於內、外部因素的考量，並進一步了解其現有定價模式與內、外部考量因素的關聯性，以期能為行動上網服務定價模式找到新的方向。 本研究之研究問題有三: 1. 影響3G營運商行動上網服務定價模式之主要因素為何? 2. 3G營運商在訂定行動上網服務定價模式的主要考量因素為何? 3. 3G營運商行動上網服務現有定價模式的訂定與考量因素的關聯性為何? 本研究透過深度訪談與相關的次級資料蒐集與彙整分析後，獲得以下六個結論。 1.用戶數成長、營收成長、網路建設成本還有手機補貼是影響電信公司行動上網服務定價模式的內部因素。 2.寡占市場結構與回應競爭者是影響電信公司行動上網服務定價模式的外部因素。 3.用戶數成長還有營收成長是所有電信公司訂定定價模式時的主要的考量因素。 4.為了回應競爭者並與市場競爭，所有電信公司都是以單一費率定價模式搭配手機補貼來行銷行動上網。 5.兩段式與預付型定價模式是為了要達到提高用戶數成長的公司目標。 6.產品組合定價模式是為了要達成提高非語音營收成長的公司目標。

Marketing and advertisement activities are transforming as new digital media streams emerge. It is believed that the first major digital transition took place when broadcast media such as television and cinema, also called first screen, to the PC Internet, referred to as the second screen, entered the media industry. The last couple of years saw an expanding transition into the third screen, which is the mobile handset, commonly known as cellphones in South Africa. The rapid explosion of mobile phones and other mobile devices has created a new marketing channel. The use of Short Messaging Service, Multimedia Message Service, Graphic WAP Banners, and Video Clips to communicate with customers through their mobile devices / cellphones has gained popularity, making the mobile phone the ultimate medium for one–to–one or one–to–many marketing. And the more mobile handsets penetrate the mass market, the greater are the opportunities for advertising experiences. This exploratory study investigates the impact / effectiveness of mobile advertising to consumers in the short–term insurance industry. The study briefly focuses on whether marketers are reaping the benefits of using this medium to communicate and market their products and services to the identified target market. The findings indicate that mobile advertising has an impact on consumers in the short–term insurance industry. It was also envisaged that where mobile advertising seems to have no effect, the root of the problem lies in the mass marketing approach. Customers are looking for full customisation of mobile marketing messages, based on their individual requirements, tastes, preferences, location, time, and it should also add value to consumers. For maximum impact, it is also recommended that marketers should build measurements, targeting and optimisation into their campaign processes. / Thesis (M.B.A.)--North-West University, Potchefstroom Campus, 2011.

Marketing and advertisement activities are transforming as new digital media streams emerge. It is believed that the first major digital transition took place when broadcast media such as television and cinema, also called first screen, to the PC Internet, referred to as the second screen, entered the media industry. The last couple of years saw an expanding transition into the third screen, which is the mobile handset, commonly known as cellphones in South Africa. The rapid explosion of mobile phones and other mobile devices has created a new marketing channel. The use of Short Messaging Service, Multimedia Message Service, Graphic WAP Banners, and Video Clips to communicate with customers through their mobile devices / cellphones has gained popularity, making the mobile phone the ultimate medium for one–to–one or one–to–many marketing. And the more mobile handsets penetrate the mass market, the greater are the opportunities for advertising experiences. This exploratory study investigates the impact / effectiveness of mobile advertising to consumers in the short–term insurance industry. The study briefly focuses on whether marketers are reaping the benefits of using this medium to communicate and market their products and services to the identified target market. The findings indicate that mobile advertising has an impact on consumers in the short–term insurance industry. It was also envisaged that where mobile advertising seems to have no effect, the root of the problem lies in the mass marketing approach. Customers are looking for full customisation of mobile marketing messages, based on their individual requirements, tastes, preferences, location, time, and it should also add value to consumers. For maximum impact, it is also recommended that marketers should build measurements, targeting and optimisation into their campaign processes. / Thesis (M.B.A.)--North-West University, Potchefstroom Campus, 2011.

Submitted by Gisele Isaura Hannickel (gisele.hannickel@fgv.br) on 2012-04-24T18:53:49Z No. of bitstreams: 1 120423 Master Thesis FGV.pdf: 3697873 bytes, checksum: f3ccbecacf430eaee0f0606f9daa9f36 (MD5) / Approved for entry into archive by Eliene Soares da Silva (eliene.silva@fgv.br) on 2012-04-25T15:52:36Z (GMT) No. of bitstreams: 1 120423 Master Thesis FGV.pdf: 3697873 bytes, checksum: f3ccbecacf430eaee0f0606f9daa9f36 (MD5) / Made available in DSpace on 2012-04-25T15:54:46Z (GMT). No. of bitstreams: 1 120423 Master Thesis FGV.pdf: 3697873 bytes, checksum: f3ccbecacf430eaee0f0606f9daa9f36 (MD5) Previous issue date: 2012-04-23 / Internet Telephony (VoIP) is changing the telecommunication industry. Oftentimes free, VoIP is becoming more and more popular amongst users. Large software companies have entered the market and heavily invest into it. In 2011, for instance, Microsoft bought Skype for 8.5bn USD. This trend increasingly impacts the incumbent telecommunication operators. They see their main source of revenue – classic telephony – under siege and disappear. The thesis at hand develops a most-likely scenario in order to determine how VoIP is evolving further and it predicts, based on a ten-year forecast, the impact it will have on the players in the telecommunication industry.The paper presents a model combining Rogers’ diffusion and Christensen’s innovation research. The model has the goal of explaining the past evolution of VoIP and to isolate the factors that determine the further diffusion of the innovation. Interviews with industry experts serve to assess how the identified factors are evolving.Two propositions are offered. First, VoIP operators are becoming more important in international, corporate, and mobile telephony. End-to-end VoIP (IP2IP) will exhibit strong growth rates and increasingly cannibalize the telephony revenues of the classic operators. Second, fix-net telephony in SMEs and at home will continue to be dominated by the incumbents. Yet, as prices for telephony fall towards zero also they will implement IP2IP in order to save costs. By 2022, up to 90% of the calls will be IP2IP. The author recommends the incumbents and VoIP operators to proactively face the change, to rethink their business strategies, and to even be open for cooperation.

New technologies are constantly being developed and their success depends highly on finding applications that uses them. A couple of the latest additions to this category are mobile positioning via the GSM-net and mobile Internet. They are both predicted to play an important role in the future. The problem of developing applications for these technologies are many but the most important ones are the limited performance on the current PDA?s. These limitations force the applications to be extremely cheap both on the usage of memory and the use of processor capacity. This affects which kind of applications that are possible to implement on the PDA?s. This report offers a description of a project that aimed at developing applications using mobile Internet and mobile positioning. We focus on the development of the parts that include user involvement and describe our way of dealing with a design process that aims at designing for a nonexistent context. But this report also provides an attempt at identifying what is important when designing applications for a future context. We argue the importance of both practical attempts like the Mapster project and ethnographical studies of situations in the present similar to the future context where the applications are to work. / Daniel Stranne, tel. 031-259812 Magnus Eklund, tel. 08-59087969

This thesis presents/offers a comprehensive view of the issue of mobile Internet aimed at very small businesses and traders. In my thesis I focus on the practical applicability of mobile Internet by means of mobile technologies in the forenamed undertakings. First part of the thesis deals with the methodology of the area of very small businesses and traders and analyses present possibilities of application of mobile technologies and their suitability and usability for very small businesses and traders. Second part of the thesis identifies types of undertaking that can take advantage of mobile Internet and shows that this technology entails time and funds saving. Third part demonstrates concrete applications of mobile Internet in the activities of undertakings and presents the possibilities of gaining a support from the European Union structural funds for the implementation of mobile Internet.

Recent accessibility drives and price wars between the major South African (SA) cell phone companies suggest that the landscape for the adoption of mobile learning (m-learning) at the Higher Education Institution (HEI) level may be changing. As such, there is a need to gauge the current mobile readiness of students for m-learning. Mobile technology readiness refers to the extent to which students have access to mobile devices (not only handsets), and can afford data bundles that meet or exceed the requirements of a base set of currently available m-learning applications (Naicker and Van der Merwe 2012). Mobile operational readiness refers to students’ awareness of, attitude towards, support and training that is required for m-learning. This study conducted an assessment of the technology and operational readiness of students at a SA HEI. An in-depth literature survey was undertaken to delineate technology and operational readiness of students for m-learning. For technology readiness, an investigation was conducted on m- learning applications that are currently available and the technology requirements of these mobile applications. This was undertaken to determine the extent that the current student mobile handset profile match these requirements. The literature review also included a search for mobile opeeratratiioonnaall ffaactorctorss ssuuchch aass ssttuuddeennttss’’ aawwaarenerenessss ooff aanndd aattttiittuuddee ttoowwaarrddss mm--lleaearrnininngg as well as m-learning support and training that students require. The philosophical underpinning of this study was based on Activity Theory. The strategy of inquiry employed was a case study approach. Data was collected from students at the Durban University of Technology, a resident based SA HEI. A mixed methods data collection strategy was employed. The researcher used a field survey questionnaire as the primary research instrument to assess mobile technology and operational readiness. Focus group interviews were used as a secondary data gathering tool to triangulate and strengthen the results. The results were presented using descriptive and inferential statistics and were analyzed using the lens of activity theory. In terms of technology readiness, despite a high level of ownership and reasonable compliance with application requirements, data costs remain prohibitive. In assessing operational readiness, despite a positive attitude, the majority of the students require awareness, ongoing support and training. Several recommendations based on the findings are offered. For example, one of the findings showed that mobile connectivity affordability was low amongst students and it is recommended that the HEI work around exorbitant connectivity costs by combining m-learning technologies to form meaningful m-learning approaches at a minimum v cost. Another finding showed low awareness of m-learning at the HEI. A recommendation advanced to combat this finding is for the HEI to encourage and support dialogue among key stakeholders. This study concludes that any m-learning endeavour to implement m-learning at this HEI is bound to fail as only a small percentage of students are aware of m-learning and can afford data bundles to implement m-learning in its true sense. As an implication of this study to other HEI’s, the researcher suggests that regular mobile readiness surveys be conducted. / Science and Technology Education / M. A. (Information Systems)

過去的行動通訊產業價值鏈一直是由運營商業者所主導，運營商業者以透過建立專屬開發平台的方式，逐漸形成以其為核心的封閉花園（Walled Garden）生態體系，並控制價值鏈中整體利潤的分配，而產業中包括手機製造商、內容供應商及軟體開發商等其他業者皆只能遵循其所制定之遊戲規則。 然而，隨著應用與內容、終端裝置、平台至行動網路等各種產業之開放趨勢驅使之下，在3G時代之後的行動上網價值鏈中，能夠成功匯集終端用戶與開發者的廠商，才有資格成為價值鏈的新興主導者，而以往運營商業者透過封閉式平台掌握產業價值鏈主導權的方式，更開始面臨來自各方業者的挑戰。 2007年11月由Google及開放式手機聯盟（OHA）所推出的Android開放式平台，更因此造成行動通訊產業生態環境產生重大的改變。從Google 把代表著網際網路自由與開放特性的Android平台及相關配套策略推入行動通訊產業之後，即吸引眾多廠商加入開發，產業中廠商之間的競合關係從此將更為複雜，運營商業者更是首當其衝面臨失去主導權的地位，甚至將淪為僅提供行動網路傳輸數據資料的笨重水管（dumb pipe）角色；然而，由Android所形成的產業開放生態環境一方面亦意味著許多新機會的產生，對於長期處於產業壟斷地位的運營商業者而言，如何因應Android平台並將之轉化為轉型的動力，將是其未來發展所面臨的最大挑戰課題。 本研究認為，運營商業者應以本身擁有的優勢（行動網路、終端用戶資訊、金流機制等）為基礎，並依各自發展利基與市場定位考量選擇利用Android平台發展不同之因應策略，可大致分為建立自有Android-based終端裝置、與Android相容的自有應用服務平台（service platform）以及與Android相容的自有作業系統等。而本研究藉由兩運營商業者之個案研究後發現，運營商業者建立與Android相容的自有應用服務平台及作業系統應為較佳之發展策略，除較能發揮本身的優勢之外，並得以掌握終端用戶使用體驗及開發社群，進而擴大用戶基礎，建立以運營商業者為核心的開放式生態系。 / In the past, mobile operators were predominant in the value chain of mobile communication industry. They created a so-called “Walled Garden” ecosystem in the industry through the development of proprietary platforms and controlled the overall allocation of profits in the value chain. Other players in the industry, including handset manufacturers, content providers and software developers had to comply with the rules set by the mobile operators. However, with the advent of open in applications and contents, user devices, platforms to mobile networks, in the wake of 3G mobile internet value chains, the vendors which are capable of converging end-users and developers, are able to lead the value chain. In the meanwhile, operators who controlled the industry value chain through closed platforms would begin to face challenges from vendors everywhere. In November of 2007, Google and Open Handset Alliance (OHA) introduced Android open platform, which exerted enormous influences in the ecosystem of mobile communication industry. When Google put Android, which stood for freedom and openness of the Internet, and other accompanying strategies into the industry, it attracted many vendors to participate in the development of Android platform. In the same time, collaborations among vendors in the industry became more complicated, and mobile operators were hit the hardest by losing the leader’s role or even relegated to the role of “Dump Pipe”, which only providing their mobile network for data traffic. However, the open industrial circumstances established by Android also created new opportunities, and in the future how mobile operators seize these opportunities and utilize Android platform would be the major challenge for themselves. In this study, the author argued that mobile operators must set their own advantages (including mobile networks, informations of end-users, money flow…etc.) as a foundation to develop their own niche and market positioning. The response strategies stemming from the foundation can be categorized into establishing Android-based devices, Android-based service platforms and Android-based operating systems. And through conducting case studies on two mobile operators, this study found out that to establish Android-based service platoforms and Android-based operating systems would be more suitable for mobile operators to utilize their advantages. In addition, they are able to control the end-user experiences and developer’s communities by these two approaches to enlarge their user base and build open ecosystems that are centered on mobile operators.

Background: In an increasingly market-driven and global higher education industry, characterized by growing international competition and the emergence of disruptive mobile technologies, higher education institutions (HEIs) are challenged to adopt innovative ways of marketing for student recruitment to sustain student enrollment numbers. Within this new landscape the concept of mobile marketing for student recruitment has become an important issue for HEIs. Mobile devices are playing an increasingly significant role in the decision-making process of potential students and this trend has created the need to adopt new forms of marketing through mobile devices to stay relevant with a new mobile generation of students. Purpose: Despite the growing significance of mobile marketing for HEIs, little is still known about the phenomenon of mobile marketing for student recruitment within a higher education setting. Hence, the purpose of this thesis was to fill this knowledge gap by exploring how and why mobile marketing can be used during the student recruitment process from the perspective of education-marketing practitioners. Method: The research gap addressed in this thesis called for existing mobile marketing concepts to be introduced to the field of higher education marketing. Hence, in alignment with abductive reasoning, the starting point of the research was the creation of a theoretical framework that integrates theory on mobile marketing tools with the student recruitment process. Subsequently, through a collective case study design, exploratory qualitative research was undertaken amongst ten universities and four education-marketing agencies to learn about exemplary cases of mobile marketing practice in HEIs. Empirical data was collected from semi-structured interviews with 16 informants, as well as relevant documents to gain a rich understanding of the phenomenon of mobile marketing for recruiting new students. Results & Contribution: This thesis extends the higher education marketing literature by making a first contribution towards conceptualising mobile marketing for student recruitment. The empirical study revealed ten major categories of mobile student recruitment tactics to engage with potential students on mobile devices, and provides new insights on how and for what purpose these tools can be used to recruit new students. Furthermore, a conceptual model of mobile marketing for student recruitment was developed, which helps to understand how mobile marketing can be applied to the student recruitment process. The study is particularly relevant for education marketers, as it provides practitioners with new knowledge about the opportunities presented by mobile marketing channels to communicate with their main target audience. Specifically, the study provides empirical evidence of mobile marketing practices in the industry and a set of specific recommendations. Additionally, the new model may provide a framework for developing a mobile recruitment strategy for HEIs.

Recent accessibility drives and price wars between the major South African (SA) cell phone companies suggest that the landscape for the adoption of mobile learning (m-learning) at the Higher Education Institution (HEI) level may be changing. As such, there is a need to gauge the current mobile readiness of students for m-learning. Mobile technology readiness refers to the extent to which students have access to mobile devices (not only handsets), and can afford data bundles that meet or exceed the requirements of a base set of currently available m-learning applications (Naicker and Van der Merwe 2012). Mobile operational readiness refers to students’ awareness of, attitude towards, support and training that is required for m-learning. This study conducted an assessment of the technology and operational readiness of students at a SA HEI. An in-depth literature survey was undertaken to delineate technology and operational readiness of students for m-learning. For technology readiness, an investigation was conducted on m- learning applications that are currently available and the technology requirements of these mobile applications. This was undertaken to determine the extent that the current student mobile handset profile match these requirements. The literature review also included a search for mobile opeeratratiioonnaall ffaactorctorss ssuuchch aass ssttuuddeennttss’’ aawwaarenerenessss ooff aanndd aattttiittuuddee ttoowwaarrddss mm--lleaearrnininngg as well as m-learning support and training that students require. The philosophical underpinning of this study was based on Activity Theory. The strategy of inquiry employed was a case study approach. Data was collected from students at the Durban University of Technology, a resident based SA HEI. A mixed methods data collection strategy was employed. The researcher used a field survey questionnaire as the primary research instrument to assess mobile technology and operational readiness. Focus group interviews were used as a secondary data gathering tool to triangulate and strengthen the results. The results were presented using descriptive and inferential statistics and were analyzed using the lens of activity theory. In terms of technology readiness, despite a high level of ownership and reasonable compliance with application requirements, data costs remain prohibitive. In assessing operational readiness, despite a positive attitude, the majority of the students require awareness, ongoing support and training. Several recommendations based on the findings are offered. For example, one of the findings showed that mobile connectivity affordability was low amongst students and it is recommended that the HEI work around exorbitant connectivity costs by combining m-learning technologies to form meaningful m-learning approaches at a minimum cost. Another finding showed low awareness of m-learning at the HEI. A recommendation advanced to combat this finding is for the HEI to encourage and support dialogue among key stakeholders. This study concludes that any m-learning endeavour to implement m-learning at this HEI is bound to fail as only a small percentage of students are aware of m-learning and can afford data bundles to implement m-learning in its true sense. As an implication of this study to other HEI’s, the researcher suggests that regular mobile readiness surveys be conducted. / Science and Technology Education / M. Sc. (Information Systems)