The impact of over-the-top services on preferences for mobile services: A conjoint analysis of users in Nigeria

Abstract

Although mobile phone subscription rates in Nigeria have grown significantly since mobile service inception in the early 2000s, over half of the population remains unconnected. As the focus of governments and mobile carriers shifts to driving Internet adoption, mobile phone serving as a facilitating condition for the use of traditional and over-the-top (OTT) services is likely to have multiple implications. Using conjoint analysis, this article presents insight into the impact of access to OTT services on users' demand interrelationship and willingness to pay for mobile services. Critical determinants of user preferences for mobile services in Nigeria are identified and the policy implications for regulators and mobile carriers are considered.