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Title:
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THE DIFFUSION OF MOBILE SERVICES IN AUSTRALIA: AN EVALUATION USING STAKEHOLDER AND TRANSACTION COST ECONOMICS THEORIES |
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Author(s):
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Indrit Troshani , Sally Rao |
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ISBN:
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ISSN: 1645-7641 |
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Editors:
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Pedro Isaías |
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Year:
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2007 |
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Edition:
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V V,2 |
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Keywords:
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Mobile services, mobile content, diffusion, stakeholder theory, transaction cost economics
theory, Australia. |
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Type:
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Journal Paper |
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First Page:
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40 |
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Last Page:
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57 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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The adoption of mobile services presents enormous opportunities for all stakeholders in the mobile
telecommunications industry and society as a whole. This paper uses qualitative evidence to assess the
diffusion of mobile services in Australia. Stakeholder and transaction cost economics (TCE) theories are
synthesized to provide a guiding framework from which mobile services stakeholders are identified and
their interactions described. Interaction conditions, including demand uncertainty, complexity, asset
specificity, and frequency, are evaluated in order to provide a diffusion context which enhances our
understanding of the transactions that occur among the stakeholders of the mobile industry. We find that
while mobile carriers are currently in a dominant position in the industry, in the future, content providers
are likely to leverage brand loyalty to become influential stakeholders. This may affect the power
balance between them. Both instrumental and normative actions undertaken by Australian stakeholders
for the diffusion of mobile services are also evaluated. We find that diverse instrumental actions, such as
knowledge building and deployment, subsidy, mobilisation, standard setting, and innovation directive,
have been undertaken, but have been ineffective in driving the diffusion of mobile services. The
normative actions and their impact on society at large are also highlighted. |
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