MBA & MM Theses

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Subject: search.filters.subject.Cell phones

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Now showing 1 - 7 of 7
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    Perceptions of service quality, customer satisfaction and customer loyalty in mobile telephony in South Africa
    (2011-11-14) Munsamy, Theesen
    The South African mobile telephony sector is reaching saturation and churn rates are extremely high. The market is becoming more competitive with the advent of fixed mobile convergence, disruptive technologies and deregulation of the sector. Faced with all these challenges operators need to identify ways to keep customers loyal while ensuring that subscribers continue to increase their spending. The purpose of this paper is to investigate the crucial factors that lead to customer loyalty in the South African mobile telephony sector, namely service quality and customer satisfaction. Furthermore the antecedents, mediating and consequent relationships of customer loyalty, service quality and customer satisfaction was also examined. Data was obtained from 168 mobile phone users from the three MNO’s (mobile network operators) using a survey compiled from existing literature. The survey was confined to the Gauteng province. The data was analysed using structural equation modelling in order to test the relationships between the constructs. The findings support the proposed hypotheses and are consistent with other literary studies. Pricing, value added services and customer support services are the most significant service quality dimensions influencing customer satisfaction. Customer satisfaction has a direct positive impact on customer loyalty. Customer satisfaction was found to be the mediator between service quality and customer loyalty
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    Critical success factors for the implementation of Instant Messaging in South African organisations
    (2011-06-23) van Niekerk Kuys, Anfried
    Instant messaging (IM) is a software application that allows instant text communication between two or more people through a network such as the Internet. IM is a faster and simpler way to communicate than e-mail, as it allows users to talk to one another in real time. It is becoming increasingly popular and the issue facing corporations is how they can leverage the use of instant messaging to make business more efficient without opening the organisation to the potential risks and disadvantages associated with IM. Effective integration of IM into business can have tremendous business potential if leveraged correctly. The purpose of this research is to establish the critical success factors that organisations in South African should consider before, during and after the implementation of Instant Messaging as an internal business communications medium. This research makes five propositions as to which factors highlighted by the literature are critical to the successful implementation of IM in South African organisations. Through the use of a survey as the research instrument, response data from 50 respondents were collected over a three month period to test the validity of these propositions. After analysis of the collected data, the five propositions were slightly amended. Two factors, IM client application and ease of use and Organisation’s technology use, were found to be the most critical factors when considering the implementation of IM in South African organisations. It is very important for organisations to realise the risk of not doing anything in terms of IM. If IM is not officially sanctioned or else prohibited, employees can download consumer-grade IM themselves and start using it. Once it is installed and active, it is very difficult to turn off as consumer IM services can breach nearly any corporate firewall through various deceptive methods. The challenge to organisations is to make IM part of the business process rather than a maverick technology
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    THE USE OF MOBILE CELLULAR PHONES IN MICROENTERPRISES
    (2011-06-23) Tsotetsi, Khopotso
    This report presents the findings of an applied research study designed to explore the use of mobile cellular phones in micro-enterprises based at Pretoria. In particular, the report, considers the core research question: Are informal, survivalist micro-enterprises based in Pretoria realising the full potential of cellular phones to support the growth, development and sustainability of their businesses? What measures must be taken to advance the effective use of mobile cellular phones in informal, survivalist micro-enterprises. The context of the study is the assertion expressed in literature that indicates that the survival changes of micro-enterprises in South Africa beyond a period of three years is poor, despite the potential of mobile cellular phones to support productivity and efficiency gains in business. Hence, the exploratory study was designed to contribute towards the formulation of appropriate polices, strategies and interventions to improve micro-enterprises’ use of mobile cellular phones as tools to support business development. The study is also informed by the stipulations of the United Nations World Summit on Information Society Declaration which was signed by a significant number of heads of state in 2003. The WSIS Declaration (2003) indicates that that information and communication technologies (ICTs) are an important enabler of small enterprises’ growth through efficiency gains and increased productivity. Moreover, productivity growth depends on using existing tools more effectively and efficiently to yield bigger results. A focus group methodology was employed to enable the realisation of the research aim and question. The methodology allowed for a detailed explanation on experiences, perceptions, and why particular use patterns of cellular phones are prevalent amongst informal, survivalist micro-enterprises. The methodology also enabled the participants to put the experiences in their own words, and express attitudes, feelings, experiences, meaning and rationale underpinning usage. Moreover, the report also outlined a wide range of relevant literature and research studies that shed light on the topic. The study did not seek to draw conclusions for generalisation, rather, it has endeavoured to encourage reflection, deepen existing research and inform further debate. ii The report revealed that in order to understand usage of mobile services, as a precursor, it is important to understand the micro-enterprise business needs, in terms of the form of business they own, characteristics thereof, their information needs and information sourcing practices. The study affirmed that a mobile cellular phone is an integral part of micro-enterprises, consistent with key arguments of numerous researchers and authors. Two statements of some of the focus group members capture the essence of the sentiments expressed about the significance of a mobile cellular phone in micro-enterprises, namely, “If I can stop to use a cell phone, my business would suffocate and die”. ”A cell phone for me is my office”. The report revealed that the micro-enterprises in Pretoria used the mobile cellular phone to communicate and interact with other businesses and customers. However, the micro-enterprise owners did not use a cellular phone effectively to attain support from Government and transact with public entities. It also emerged from the study that the most used functions or services of a cellular phone in micro-enterprises were a voice call and short text messages. A mobile TV, internet, video and camera functions were not widely and effectively utilised in the businesses. The report concludes that though the microenterprise owners from Pretoria which participated in the focus group had an access to mobile cellular phones, they did not fully utilise all the features, applications and services available to support business activities. A cellular phone had a potential to support micro-enterprise growth and development but the potential thereof was not fully realised in the micro-enterprises. It was also revealed that the model of a cellular phone, form of business activities engaged by the microenterprise, needs of the business, level of awareness and socio-economic factors such as age, skills of the owner and the cost of the technology influenced the mobile cellular phone usage pattern of micro-enterprise owners that participated in the focus group. The main recommendation of the report is that Government should package information and services to convey over the cellular phone for micro-enterprises to use and should intensify awareness programmes to educate the micro-enterprise owners about how the cellular phone applications can be used effectively in business
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    CONTENT STRATEGIES IN THE SOUTH AFRICAN
    (2011-06-22) Spira, Timothy
    The ability to distribute and share rich media content across mobile networks represents a commercial opportunity for firms in such diverse industries as telecommunications, information technology, media and consumer electronics. Drawing on expert interviews with industry executives, this study categorises the various participants in the nascent South African mobile entertainment industry and explores the underlying sources of each category’s relative bargaining power. It also provides an analysis of the content delivery strategies available to industry participants and the key success factors associated with each strategy. The research reveals a fast-evolving industry characterised by constantly shifting patterns of competition and collaboration. A general blurring of industry boundaries occurs as participants pursue opportunities in, and face threats from, hitherto unrelated quarters. Mobile network operators currently enjoy formidable bargaining power due to the strength and volumes of their customer relationships. However, their dominance is under threat as handset manufacturers and media companies, among others, establish competitive advantages by leveraging their own entertainment brands, content assets and influence over the end-user operating environment. Customers are also exerting bargaining power by venturing beyond the “walled gardens” of operator portals, demanding more predictable data pricing options and embracing disruptive services such as instant messaging and “off deck” social networks. Against this backdrop, the researcher identifies four generic content delivery strategies: channel provision, direct distribution, syndication and business-to-business aggregation. Key success factors common to all strategies include business model selection, partnership skills and an entrepreneurial spirit of innovation and experimentation. Among the strategy-specific success factors: Channel owners and content providers need to select content appropriate to the medium and contextualise it according to the circumstances of consumption; rapid product development and the ability to achieve audience and content scale ahead of competitors is a key success factor for B2B aggregators; and targeting advertising and content based on deep customer knowledge is essential for both channel providers and direct distributors. Environment factors key to the success of the industry as a whole include flat-rate data billing by MNOs; proliferation of affordable, multimedia-capable handsets; viable business models for rich media content; iii lower MNO billing commissions; improved user experience and user education; standardisation of operating environments; and a favourable legislative environment. The report concludes with recommendations to specific industry participants premised on the outcome of the research. Among these: • Mobile network operators should leverage their customer relationships to serve targeted advertising and earn billing commissions wherever the entertainment experience occurs. As billing and data connectivity are ultimately volume-driven, operators should stimulate mobile entertainment usage by introducing flat-rate data plans and trading their “walled garden” portals for open gateways to the mobile internet. • Handset manufacturers should build sustainable competitive advantage and counteract their dependence on network operators for handset distribution by developing specialised entertainment brands and acquiring strategic content assets. Rather than resisting platform interoperability, they should position themselves for an era of more open standards in which content and application developers can thrive, thereby driving demand for more capable handsets. • The influence of content owners will depend on their ability to embrace mobile-friendly forms of content, including user-generated content, and devise appropriate channel strategies. While print and online publishers are well positioned to create their own mobile internet channels, music companies and film studios should seek aggregator channels that meet consumer demand for breadth of content. More flexible business models, including advertiser-supported music and video content, will help combat the serious threat posed by illegal file sharing and piracy. • Content aggregators and service integrators will succeed by establishing systems and processes to manage and protect intellectual property rights, and by optimising services for mobile platforms. These skills will become more sought-after in a broadband environment characterised by the proliferation of rights-protected rich media content.
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    Perceptions of Mobile Advertising in South Africa
    (2011-05-31) Nash, Brett
    It has been suggested that the mobile phone is the fastest growing and potentially the most addictive advertising medium ever developed. The danger of mismanaging this mobile medium however risks alienating consumers, damaging the reputations of major brands and depriving mobile operators of a lucrative revenue stream. The main purpose of this study is to investigate the perception of mobile advertising in South Africa by evaluating the factors that influence a consumer’s willingness to accept the mobile phone as a means of receiving promotional content. The data analysed in this study was collected by means of a questionnaire that was administered to a stratified random sample of 500 South African contract (post paid) mobile subscribers. The questionnaire contained various questions and statements that represented those constructs suggested by the literature as impacting upon consumer perceptions and willingness to accept the mobile advertising medium. A seven point scale was used for the purposes of this study to derive ordinal level data for the purposes of analysis. The data was subjected to multivariate and descriptive statistical procedures. The results of the analysis were used to answer the research questions, derive the various recommendations as well as to develop topics for further research. The main findings of the research showed that South African consumers generally hold a negative attitude towards mobile advertising and little intention of adopting the mobile medium in the future. Even though marketers and service providers would like to exploit he medium, consumers in South Africa do not perceive the value. It was found that there are three consumer acceptance dimensions, each made up of specific constituent factors, which have a direct bearing on the perception of mobile advertising amongst South African consumers. These are defined as the Derived Value realised by consumers when participating in a mobile advertising campaign, the key role Consumer ii Trust plays in the relationship between the consumer and the stakeholders within the advertising value chain, and the risks and sacrifices that fuel the Perceived Threat associated with inclusion or participation in mobile advertising campaigns. It is suggested, however, that if managed successfully these consumer acceptance dimensions could help improve the prospects for mobile advertisers in South Africa. The research paper concludes with a number of recommendations and strategies tailored to help support the future success of the medium at various points along the mobile advertising value chain.
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    The impact of technology on the
    (2011-05-10) Kotze, Alta
    Mobile phones have transformed the telecommunications industry profoundly. Phones are equipped with functionalities that open up new business opportunities to mobile network operators, banks and merchants. Near Field Communication (NFC) is a contactless application that can be applied within a mobile phone to enable it transact very much like a mobile credit card or wallet. The mobile payments environment continues to evolve with various stakeholders and business models emerging worldwide. Each stakeholder is motivated by their own set of business case drivers to either pursue or reject the move towards mobile payments. Revenue sharing arrangements associated with any of the potential business models represent both a point of great potential competitive friction and ultimately the key to a break-through for rapid deployment of mobile payments. Drawing on the international studies of mobile payments, this report evaluates the possible business models and revenue sharing arrangements that could potentially evolve in the South African mobile payments environment. The report also examines the reasons and business case drivers for merchants to adopt the technology and “self-organised” solutions. Lastly, the paper includes an analysis of the possible disruptions that this technology could cause. The assumption is made that mobile payment solutions will replace cash and card based solutions and become the payment instrument of choice as it offers more processing power capabilities than cash and cards. The research methodology employed in this study was qualitative and utilised semi-structured in-depth interviews where the content of transcripts were analysed. Thirteen interviews were held with mobile payment industry experts and practitioners in banks, mobile network operators and interchange companies. The research elicited some interesting findings. Collaboration was regarded as the most feasible business model and respondents believed that the answer to iii revenue sharing lay within the value that each stakeholder brings to the mobile proximity payments environment. Merchants play a key role in the mobile payments environment and their motivation to adopt the technology relies on the cost benefit continuum. Merchants are motivated to adopt the technology if it reduces cash handling, lower shrinkage, increases throughput and reduces the risk in terms of theft. Merchant “self-organised” solutions in competition with banks and mobile network operators is a possibility; but an unlikely option considering the recent deployment cost of upgrading payment infrastructure for contactless smart card technology in South Africa. Merchants encountered large capital expenditure during the latter upgrade and they would rather take a “wait and see” approach. Lastly, it is unlikely that mobile payment solutions will replace cash and card based solutions except for specific niche markets such as transportation and fast food restaurants. Both cash and cards as payment solutions are linked to customers’ perception of the “prestige” of using these payment solutions.
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    Factors affecting the usage of consumer mobile entertainment services in
    (2011-04-12) Govender, Vinodhan
    The South African mobile telecommunications market is very mature and close to saturation. The decline in subscriber growth rates coupled with regulatory pressures to reduce tariffs could have a serious negative impact on revenue growth and profitability for operators. The mobile operators, Vodacom and Cell C, have invested heavily in infrastructure deployment and data networks. Cell C is currently investing in the roll-out of its own data network. Consumer mobile entertainment services, which are delivered on the data networks, are a potential revenue stream which can provide the additional operators of revenues to compensate revenue lost due to decreases in voice tariffs that are being advocated by Parliament and the regulator, ICASA. The purpose of this research is to identify the factors that affect the usage of consumer mobile entertainment services in South Africa. Data was collected using a questionnaire survey that was administered in Gauteng. It was found that individuals between the age groups of 18 to 45 were currently the key users of consumer mobile entertainment services. However, the age group 46-55 showed the greatest propensity to adopt these services in the future. The mobile entertainment service categories that were the most frequently used were: Personalisation, Mobile and Infotainment services. However, Mobile TV, Infotainment, Mobile Video and Mobile Games showed the highest potential for future adoption. It was concluded from descriptive analysis and factor analysis that the five factors namely billing integrity, privacy and ethics associated with the service, iii good access (including bandwidth availability and transmission), availability (the ability to use the service from any location) and simplicity of use coupled with the appeal of the content, were indeed factors that would influence the adoption on consumer mobile entertainment services in South Africa. The ranking of these factors in order of importance were as follows: Accurately billed Private and ethical Easy to access Available anywhere; and Simple and entertaining Hence, when designing and developing consumer mobile entertainment services in South Africa, the offers should be promoted as being accurately billed, private and ethical, easy to access, available anywhere, and simple and entertaining. Network operators should concentrate on developing consumer mobile entertainment services for the following categories: mobile TV, infotainment, mobile video and mobile gaming service categories since they hold the greatest potential for future growth and adoption. Demographic analysis showed that the age group 46-55 exhibit the greatest growth potential. Operators should develop targeted campaigns at this segment encompassing the marketing, customer education and relevant content.