A framework for analysing the usage of mobile services

Abstract

Purpose: Collecting and analysing data on mobile service usage is increasingly complex as usage diverges between different types of devices and networks. The purpose of this paper is to suggest and apply a holistic framework that helps in designing mobile service usage research as well as in communicating, positioning, and comparing research results. Design/methodology/approach: The framework was constructed based on longitudinal and cross-sectional mobile service usage measurements carried out in Finland annually in 2005-2008, covering 80-90 percent of all mobile users and service usage. Broad use of multiple data collection methods and measurement points enabled data and method triangulation, as well as analysis and comparison of their scopes and limitations. Findings: The paper suggests a holistic framework for analysing mobile services, relying on service science approach. For measurements and analysis, mobile services are decomposed into four technical components: devices, applications, networks, and content. The paper further presents classifications for each component and discusses their relationships with possible measurement points. The framework is applied to mobile browsing usage studies. Research limitations/implications: Future work includes adding an actors dimension to the framework in order to analyse their roles in the value networks providing mobile services. Extending the framework to Internet services more generally is also possible. Originality/value: The paper presents an original, broadly applicable framework for designing mobile service usage research, and communicating, positioning, and comparing research results. The framework helps academics and practitioners to design and to recognise the limitations of mobile service usage studies, and to avoid misinterpretations based on insufficient data. © Emerald Group Publishing Limited.