MCAST: Multicasting Services on WLAN, 2.5G and 3G Wireless Networks

Type
applied research project
Start Date
March 1, 2003
End Date
October 30, 2005
URI
Status
completed
Description
The objective of the MCAST project was to understand user needs with regard to broadband multicast streaming over 2.5G, 3G and WLAN networks, and to perform market analysis and develop relevant business models for the players involved. The project delivered a customer driven approach to the development and marketing of mobile video services. The identified customer requirements and cognitive reasoning for the consumption of digital video was vital input for the design of highly usable user interfaces in the new product development process.
Leader contributor(s)
Brodt, Torsten
Partner(s)
Orange (Israel), Vodafone (Greece), Deutsche Welle (Germany), Bamboo (Israel)
Funder

European Union (other...

Range
HSG Internal
Range (De)
HSG Intern
Division(s)

MCM -Institute for Me...

Eprints ID
16390
Funding code
IST-2001-36504

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    Item type:Publication,
    Identified Customer Requirements In Mobile Video Markets - A Pan-European Case
    (IDEA Group Publishing (IGP), 2006)
    Brodt, Torsten
    ;
    Unhelkar, Bhuvan
    Due to a significant cost advantage, mobile multicasting technology bears the potential to achieve extensive diffusion of mobile rich media applications. As weak performance of previous mobile data services suggests, past developments have focused on technology and missed customer preferences. Mobile multicasting represents a radical innovation. Currently, little insight on consumer behaviour exists regarding such services. This chapter presents results of qualitative and quantitative field research conducted in three countries. It provides a continuous customer integration approach that applies established methods of market research to the creation of mobile services. Means-end chain analysis reveals consumers' cognitive reasoning and conjoint analysis drills down to the importance of service attributes. Desire for self confidence and social integration are identified key motivators for consumption of mobile media. Services should aim for technological perfection and deliver actual and entertaining content. Interestingly, consumers appreciate reduced but tailored contents and price appears not to be a superseding criterion.
    Type:book section
    URI:https://www.alexandria.unisg.ch/handle/20.500.14171/83448
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    Item type:Publication,
    Mobile Video Broadcasting
    (2004-12-09)
    Brodt, Torsten
    Type:presentation
    URI:https://www.alexandria.unisg.ch/handle/20.500.14171/67247