Exploring the Addition of Mobile Access to a Healthcare Services Website

Abstract

Firms and organizations are aware of the rapid expansion of mobile devices' usage, and therefore decide to develop suitable mobile interfaces in order to allow customers to access their existing websites ubiquitously. This paper explores the adoption of the mobile portal developed for differ-ent kinds of mobile phones by a healthcare services company, used by the insured members, who are accustomed to getting the same services by other means, for example, by using the company's stationary internet portal. The research was performed by collecting usage data from both the sta-tionary and mobile portals. The data were collected during one year, starting from the launching of the mobile services. The findings according the collected usage data reveal a constant growth in the awareness and usage of the mobile channel, which tripled during the first year, while the internet usage increased slightly. Moreover, the diurnal usage pattern was found to be different between the stationary and mobile portals, where stationary usage fits the working hours, while the mobile usage is prolonged to the night hours and more homogeneous during the day. [ABSTRACT FROM AUTHOR]