The main purpose of this study was to examine the use of mobile phones by Generation Y students in the city of Johannesburg in order to increase understanding of this segment's consumer behaviour. Generation Y is an important market segment in that it is making more independent purchase-related decisions and has a large amount of disposable income. The primary data for this study is based on focus group interviews and a quantitative study of a sample of 200 Generation Y tertiary students. Some of the findings are as follows: * Generation Y's use of mobile phones: Generation Y respondents have owned a mobile phone for between three to five years; the majority own Nokia mobile phones, are on prepaid packages and are not big spenders on airtime; furthermore, SMS is seen as the most cost-effective way to communicate. * Competition in the mobile phone market: The perceptions of this segment are that Vodacom is the "cool" operator, MTN is the most "expensive" network operator and Cell C is "cheap and youthful". * Mobile phone brand awareness: Nokia was the most cited brand of mobile phone and was found to be the first choice of many of the respondents. Samsung was reported as the second most cited brand with Motorola, Siemens and Sony Ericsson following. The results have implications for network providers, handset manufacturers and marketers alike as they will ultimately improve these stakeholder's chances of marketing effectively to this dynamic youth market. / Business Management / M. Comm. (Business Management)

This dissertation is an empirical study of the scientific literacy of 28 young adults (aged 18-26 years) in the context of their decision making about the health risks of mobile phones. The issue of possible health effects is one of a number of socioscientific issues now confronting adults in the 'knowledge/risk' society where scientific knowledge plays an increasingly significant role in people's lives. The focus of interest is the young people's responses to the uncertain science of 'science in the making' (Latour, 1987) and their positioning of this scientific knowledge in their risk assessments. The study is based on an interactive model of the public understanding of science and applies a critical realist and moderate social constructionist methodology. Data construction included focus groups and semi-structured individual interviews. The stimulus for discussion in the focus groups was a recent television news report presenting contradictory scientific research findings about whether mobile phones pose significant health risks. In the individual interviews understanding of the nature of science and risk judgments were explored. Data analysis involved a coding of the discourse in terms of themes and issues and interpretation of these in terms of the theoretical framework of the thesis. A major finding was that these young people interpreted the uncertainty of the scientific knowledge mainly in social terms and with limited understanding of the role of theory in interpreting data. They talked spontaneously of risk but did not draw on scientific knowledge or risk estimates in their judgment about mobile phone safety. Findings have important implications for science education and suggest a broadened conception of scientific literacy which includes critical dimensions and risk literacy. It is argued that this functional scientific literacy is essential for effective citizenship in contemporary society.

The main purpose of this study was to examine the use of mobile phones by Generation Y students in the city of Johannesburg in order to increase understanding of this segment's consumer behaviour. Generation Y is an important market segment in that it is making more independent purchase-related decisions and has a large amount of disposable income. The primary data for this study is based on focus group interviews and a quantitative study of a sample of 200 Generation Y tertiary students. Some of the findings are as follows: * Generation Y's use of mobile phones: Generation Y respondents have owned a mobile phone for between three to five years; the majority own Nokia mobile phones, are on prepaid packages and are not big spenders on airtime; furthermore, SMS is seen as the most cost-effective way to communicate. * Competition in the mobile phone market: The perceptions of this segment are that Vodacom is the "cool" operator, MTN is the most "expensive" network operator and Cell C is "cheap and youthful". * Mobile phone brand awareness: Nokia was the most cited brand of mobile phone and was found to be the first choice of many of the respondents. Samsung was reported as the second most cited brand with Motorola, Siemens and Sony Ericsson following. The results have implications for network providers, handset manufacturers and marketers alike as they will ultimately improve these stakeholder's chances of marketing effectively to this dynamic youth market. / Business Management / M. Comm. (Business Management)

Master of Science / Department of Family Studies and Human Services / Karen Myers-Bowman / Today more and more teenagers are adopting cell phone communication as the primary way to communicate with their peers and parents (Lenhart, Ling, Campbell, & Purcell, 2010). Literature is vast on the negative use of cell phones by teenagers such as sexting and bullying (e.g., Draper, 2012) and on the negative implications it has on them and their relationships with peers (e.g., D'Antona, Kevorkian & Russom, 2010). However, it is very limited in exploring how cell phone use affects parent-adolescent communication. To investigate this question, ten parent-adolescent dyads who have used cell phones for more than six months participated in 25-40 minute interviews consisting of 14 open-ended questions about how they use cell phones to communicate. The teenagers’ ages ranged from 14 to 18 years of age and the average age of the teenagers was 16.6 years. Transcripts of interviews were analyzed for main themes. I found that parents and teenagers text each other more than call each other. They use cell phones to communicate for practical reasons, such as safety/checking in with each other, as well as for relational reasons, such as staying in touch with each other at a distance and sharing fun information with each other. These devices help the parents and adolescents be available to each other, facilitate quick yet flexible response times, and allow parents to teach responsibility. However, they also face challenges of overuse, which can hinder parent-adolescent communication, and can lead to miscommunication. The results of this study can be used by Family Life Educators to help new parent and teen cell phone users to learn about the benefits of cell phones as well as some of the expected challenges and help them get the most out of their cell phone communication.

In the highly competitive business landscape of the twenty-first century, intangible assets such as brand equity are deemed as increasingly vital to the long-term success of organisations. Brand loyalty, which is the primary driver of brand equity, germinates from consumers‟ brand identification, trust in the superiority of the brand, and their perceptions of the social esteem that use of the brand signals. The mobile phone industry is one of the most dynamic and competitive industries of this century, with new smartphones boasting breakthrough features appearing on the market in rapid succession. In South Africa, black Africans make up the majority of the Generation Y cohort (hereinafter referred to as black Generation Y). As the first generation brought up in this era of mobile telephony, the Generation Y cohort (individuals born between 1986 and 2005) represents an important current and future segment for the manufacturers and marketers of mobile devices, including smartphones. Furthermore, because of the number of members possessing a tertiary qualification, their potential earning power, together with the sheer size of this segment, it was important to determine and model the role of brand trust in creating brand equity in the mobile phone industry amongst these individuals. The study hypothesised that social image directly influences black Generation Y students perception towards brand trust, brand trust directly influences brand loyalty, which in turn directly influences brand equity. The results indicate that social image has a significant positive influence on brand trust, which in turn has a significant positive influence on the development of brand loyalty and consequent brand equity. A descriptive research design using a single cross-sectional sample was followed, using a self-administered questionnaire. The self-administered questionnaire was distributed to a convenience sample of 600 students enrolled at three public South African higher education institutions (HEIs) situated in the Gauteng province. Permission from the lecturers at the three HEIs was obtained to administer the questionnaire during class times. Of the questionnaires completed, 460 questionnaires were usable. The captured data were analysed using descriptive statistics, correlation analysis, bivariate regression and independent T-tests. In order to confirm the hypothesised construct paths, a measurement model was created based on the correlation analysis. The correlation analysis results indicated that social image has a significant relationship with brand trust, which in turn has a significant relationship on the development of brand loyalty and consequent brand equity. Five latent variables were identified in the measurement model. The structural model hypothesised that social image influences brand trust, brand trust influences brand loyalty, which in turn influences brand equity. The hypothesised model fit the data. This study contributes to the body of knowledge pertaining to brand equity by developing a model to illustrate the role of social image and brand trust in creating brand equity in the mobile phone industry amongst black Generation Y students, and determining which factors act as antecedents to successful brand equity. The role of brand trust in creating brand equity is suggested to be a five-factor structure comprised of social image, brand reliability, brand intentions, brand loyalty and brand equity. The study also offers recommendations and guidance for marketers and organisations that seek to improve their brand equity. This study will contribute by profiling the black Generation Y student in South Africa concerning their perception towards brand trust in creating brand equity in the mobile phone industry. The findings of this study will add value to South African marketers, as well as international marketers seeking to target the Generation Y cohort. / PhD (Marketing Management)--North-West University, Vaal Triangle Campus, 2015

The range of applications for high-quality automatic speech recognition (ASR) systems has grown dramatically with the advent of smart phones, in which speech recognition can greatly enhance the user experience. Currently, the languages with extensive ASR support on these devices are languages that have thousands of hours of transcribed speech corpora already collected. Developing a speech system for such a language is made simpler because extensive resources already exist. However for languages that are not as prominent, the process is more difficult. Many obstacles such as reliability and cost have hampered progress in this regard, and various separate tools for every stage of the development process have been developed to overcome these difficulties. Developing a system that is able to combine these identified partial solutions, involves customising existing tools and developing new ones to interface the overall end-to-end process. This work documents the integration of several tools to enable the end-to-end development of an Automatic Speech Recognition system in a typical under-resourced language. Google App Engine is employed as the core environment for data verification, storage and distribution, and used in conjunction with existing tools for gathering text data and for speech data recording. We analyse the data acquired by each of the tools and develop an ASR system in Shona, an important under-resourced language of Southern Africa. Although unexpected logistical problems complicated the process, we were able to collect a useable Shona speech corpus, and develop the first Automatic Speech Recognition system in that language. / MIng (Computer and Electronic Engineering), North-West University, Potchefstroom Campus, 2014

The range of applications for high-quality automatic speech recognition (ASR) systems has grown dramatically with the advent of smart phones, in which speech recognition can greatly enhance the user experience. Currently, the languages with extensive ASR support on these devices are languages that have thousands of hours of transcribed speech corpora already collected. Developing a speech system for such a language is made simpler because extensive resources already exist. However for languages that are not as prominent, the process is more difficult. Many obstacles such as reliability and cost have hampered progress in this regard, and various separate tools for every stage of the development process have been developed to overcome these difficulties. Developing a system that is able to combine these identified partial solutions, involves customising existing tools and developing new ones to interface the overall end-to-end process. This work documents the integration of several tools to enable the end-to-end development of an Automatic Speech Recognition system in a typical under-resourced language. Google App Engine is employed as the core environment for data verification, storage and distribution, and used in conjunction with existing tools for gathering text data and for speech data recording. We analyse the data acquired by each of the tools and develop an ASR system in Shona, an important under-resourced language of Southern Africa. Although unexpected logistical problems complicated the process, we were able to collect a useable Shona speech corpus, and develop the first Automatic Speech Recognition system in that language. / MIng (Computer and Electronic Engineering), North-West University, Potchefstroom Campus, 2014

In the highly competitive business landscape of the twenty-first century, intangible assets such as brand equity are deemed as increasingly vital to the long-term success of organisations. Brand loyalty, which is the primary driver of brand equity, germinates from consumers‟ brand identification, trust in the superiority of the brand, and their perceptions of the social esteem that use of the brand signals. The mobile phone industry is one of the most dynamic and competitive industries of this century, with new smartphones boasting breakthrough features appearing on the market in rapid succession. In South Africa, black Africans make up the majority of the Generation Y cohort (hereinafter referred to as black Generation Y). As the first generation brought up in this era of mobile telephony, the Generation Y cohort (individuals born between 1986 and 2005) represents an important current and future segment for the manufacturers and marketers of mobile devices, including smartphones. Furthermore, because of the number of members possessing a tertiary qualification, their potential earning power, together with the sheer size of this segment, it was important to determine and model the role of brand trust in creating brand equity in the mobile phone industry amongst these individuals. The study hypothesised that social image directly influences black Generation Y students perception towards brand trust, brand trust directly influences brand loyalty, which in turn directly influences brand equity. The results indicate that social image has a significant positive influence on brand trust, which in turn has a significant positive influence on the development of brand loyalty and consequent brand equity. A descriptive research design using a single cross-sectional sample was followed, using a self-administered questionnaire. The self-administered questionnaire was distributed to a convenience sample of 600 students enrolled at three public South African higher education institutions (HEIs) situated in the Gauteng province. Permission from the lecturers at the three HEIs was obtained to administer the questionnaire during class times. Of the questionnaires completed, 460 questionnaires were usable. The captured data were analysed using descriptive statistics, correlation analysis, bivariate regression and independent T-tests. In order to confirm the hypothesised construct paths, a measurement model was created based on the correlation analysis. The correlation analysis results indicated that social image has a significant relationship with brand trust, which in turn has a significant relationship on the development of brand loyalty and consequent brand equity. Five latent variables were identified in the measurement model. The structural model hypothesised that social image influences brand trust, brand trust influences brand loyalty, which in turn influences brand equity. The hypothesised model fit the data. This study contributes to the body of knowledge pertaining to brand equity by developing a model to illustrate the role of social image and brand trust in creating brand equity in the mobile phone industry amongst black Generation Y students, and determining which factors act as antecedents to successful brand equity. The role of brand trust in creating brand equity is suggested to be a five-factor structure comprised of social image, brand reliability, brand intentions, brand loyalty and brand equity. The study also offers recommendations and guidance for marketers and organisations that seek to improve their brand equity. This study will contribute by profiling the black Generation Y student in South Africa concerning their perception towards brand trust in creating brand equity in the mobile phone industry. The findings of this study will add value to South African marketers, as well as international marketers seeking to target the Generation Y cohort. / PhD (Marketing Management)--North-West University, Vaal Triangle Campus, 2015

Mobile phone usage involves the mobile phone, the telecommunications system, mobile phone users, and the adoption and use of the system. Mobile communications is a complex and rapidly changing industry consisting of the hardware, software, network and business aspects. Mobile phone users are influenced by demographic, social, cultural and contextual factors that complicate the understanding of mobile phone usage. Advances in technology and market competition drive the addition of new services and features. In contrast, human cognition and attention are more constrained and many users find it difficult to cope with the cognitive demands of mobile phone technology. The aim of this study is to develop a model for representing the influence of motivational needs and cultural factors on mobile phone usage variety. The link between motivational needs and mobile phone usage variety, the cultural factors that influence mobile phone usage variety, as well as usage spaces as an approach to representing usage variety, are researched. The research encompasses a literature study, structured interviews, a pilot study and a survey. The pilot study and survey yielded data about mobile phone usage of university students under the age of 30 in South Africa. The results from the statistical analysis were triangulated with the findings of the literature study and the observations made about mobile phone usage during this two-year period. A final survey was conducted to verify the model. The contribution of this study is a mobile phone technology usage model (MOPTUM) for representing the motivational and cultural factors that influence mobile phone usage variety in such a way that users can use the model to express their mobile phone usage needs in non-technical terms while marketers and designers can use the model to convert the expressed user needs into the features required. MOPTUM draws on concepts and models from sociology, computer-supported cooperative work, human-computer interaction and technology adoption models from the field of marketing. MOPTUM verifies some existing findings on mobile phone usage and then integrates and extends these existing models to provide a new model for understanding the motivational and cultural factors that influence mobile phone usage variety. / Computing / Ph. D. (Computer Science)

Thesis (MBA (Business Management))--University of Stellenbosch, 2009.