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Title:
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TRANSACTION AND EXPRESSION NEEDS IN EMERGING MARKETS |
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Author(s):
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Nidhi Mathur , Vimal Sharma |
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ISBN:
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978-972-8924-93-5 |
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Editors:
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Pedro Isaías, Bebo White and Miguel Baptista Nunes |
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Year:
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2009 |
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Edition:
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2 |
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Keywords:
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Mobile web, diary study, user research, emerging markets, expression needs, transaction needs. |
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Type:
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Short Paper |
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First Page:
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309 |
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Last Page:
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313 |
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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 success of mobile as a leapfrogging technology has not yet been replicated for mobile web in emerging markets. In
this paper we describe the observations from a study that used a combination of diary study and inquiry method to
understand and classify the latent needs as experienced by the non-users of mobile internet in India. While information
needs are relatively well-studied both in web and mobile web domain, needs related to conducting online e-commerce or
form-filling transactions in particular, are not.
We also discovered another category of needs, which is similar to communication needs but has different set of
objectives and intended recipients, that we call expression needs. We will discuss the implications on role of mobile in
meeting the transaction and expression needs of users in emerging markets. |
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