خلاصة:
Though Indonesia had implemented the third generation mobile networks
(3G) in late 2006, the number of subscribers to 3G mobile network is still
low. The percentage of 3G subscribers to total mobile subscriber in
Indonesia is only 8.2%, whereas in other countries, it is relatively high; for
instance, Japan 80%, Taiwan 28.5%, and South Korean 14%. Indonesia
presents huge opportunity for 3G network penetration, comparing current 3G
subscribers (7.5 million) to the population of Indonesia (around 238 million).
But this potential huge market is yet to be approached and exploited. To
capitalize on this market, however, it is important to understand the potential
use of the 3G mobile networks in Indonesia which is a developing country
and address the questions such as: Whether or not 3G network applications
or use in Indonesia is same or similar to those in other countries such as
Europe, Japan, or Taiwan? What can be done by the 3G network/service
providers in Indonesia to increase the use of 3G mobile networks?
In this paper, in an attempt to answer these questions, we review and
critically analyse varying perceptions about the 3G mobile network, 3G
mobile network adoption and adoption models, and the success story of 3G
operators in other countries from published literature and publically
available information. Using the insights from an extensive review of
literature and discussion with people in 3G business, we propose a new
conceptual model of 3G adoption that integrates the influences of several
adoption factors and takes into consideration Indonesian situation. From our
study, we find that in order to increase the usage of 3G mobile network, the
operators should market services based on 3G mobile network technology
rather than just 3G mobile network technology since customers are
interested about services that are offered to them not just the technological
features – in fact, most of them do not care of technology used, but they do
care about benefits or value they can gain from technology. Mobile
multimedia services (MMS) are key services that are being rolled out as part
of 3G network. These services can become a demand driver and help to
study is that customers’ key adoption factors for MMS are performance
expectancy, effort expectancy, social influence, facilitating conditions, and,
especially for Indonesia, the cost of the services. The degree of influence of
those adoption factors differ from one group of customers to other groups -
the adoption factors depend on sex, age, hobby, and especially in Indonesia
is affordability of customers. Those variable become control variable to the
adoption factors.
ملخص الجهاز:
A New Conceptual Model of Mobile Multimedia Services (MMS) and 3G Network Adoption in Indonesia Indrawati Institut Manajemen Telkom, Indonesia and Multimedia University, Malaysia Indrawati08Hmmu.
What can be done by the 3G network/service providers in Indonesia to increase the use of 3G mobile networks?In this paper, in an attempt to answer these questions, we review and critically analyse varying perceptions about the 3G mobile network, 3G mobile network adoption and adoption models, and the success story of 3G operators in other countries from published literature and publically available information.
Another finding from this study is that customers' key adoption factors for MMS are performance expectancy, effort expectancy, social influence, facilitating conditions, and, especially for Indonesia, the cost of the services.
Operators should attract the right customers—the high-value customer and work towards improving adoption of services based on the 3G mobile network.
Review of 3g Technology Adoption MMS can become a demand driver and help to increase 3G mobile network usage if the customers find MMS offered meet their expectation and are of value to them.
model of 3G mobile, , , Facilitating, The practicability of system telecommunication, , , Conditions,, is still the major influential users, , , Gender, Age,, factor that influences the , , , Experience,, users to use technological , , , Voluntariness of, service.