Mobile Information Services: Moving Toward a Ubiquitous Future

Mobile Information Services:

Moving Toward a Ubiquitous Future

This study focuses on the factors which influence the marketing of information services through mobile phone in Japan. Thus, the purpose of this research is to determine the factors that influence the marketing of mobile information services in the Japanese market with the following specific objectives:

a. To determine a variety of information needs of the customers;

b. To determine the segment of the customers;

c. To determine the target of the customers;

d. To find factors that will trigger the adoption of mobile information services;

So the primary objective of the research is to determine the needs of customers with regard to various services and determine which dimensions of services are more attractive to them. APP Reasoning wants to use the data of Mobile Innovation Lab to identify the segments within the markets suitable for mobile information services provided via audio-visual cellular phone, APP P999TV, for the targeting purpose.

APP Reasoning provides animated picture transmission services, "fantastic broadband Navi", for personal computer, in which seminar-related services are available. It also starts transmitting lecture services for qualifying examination purposes. In addition, it provides the contents for cellular telephone as well as the language study.

For the targeting task, APP Reasoning which creates broadband portal sites, e-learning services, and video communication services recognized that it needs to develop criteria for segment selection. Therefore, APP Reasoning identified two sets of key criteria:

1. Segment selection on market needs & capacity to serve, that is, the ability of mobile information services provided via the current (or future) P999TV to meet the existing market needs of mobile information services.

2. Segment selection on segment size and growth expectations, including both present users and potential users.