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affects both Perceived usefulness and Perceived
ease of use. Ease of use and usefulness from the
original TAM are complemented with Perceived
cost. TAMM was developed based on the results
of research projects and that is why in the case
studies cost was not an issue. In actual service
design, cost certainly needs to be taken into ac-
count. TAMM research was focused on issues
that generally affect user acceptance. It is clear
that there are personal differences in readiness to
adopt new things.
Zhang et al. (2010) have studied user accep-
tance of mobile searches. Their mobile search
acceptance model is based on UTAUT and Task
Technology Fit models. Based on a survey with 195
respondents in China, Zhang et al. concluded that
Perceived cost, Performance expectancy (useful-
ness) and Social influence all had significant effect
on the use intention, whereas Effort expectancy
(ease of use) had only a weak effect. The finding
is in line with the findings of Tsai et al. (2009)
who found that peers have a significant effect on
whether or not a user will accept and continue to
use mobile location-sharing technology. Social
influence and peer opinions are related to the
TAMM factor Trust, as users often base their trust
on the opinions of other people.
of different service concepts and mobile TV as
a whole. In both studies, TAMM constituted a
framework that facilitated the comparison of
different services and the identification of key
issues affecting user acceptance. The third case
is using TAMM as the evaluation framework to
study user acceptance of a new mobile interaction
concept. Touch-based interaction was illustrated
with a proof of concept prototype with which the
users carried out test tasks. TAMM facilitated
comparing two alternative variations of the input
concept in addition to assessing the overall inter-
action concept. The fourth case illustrates using
TAMM as a design guideline when designing a
mobile wellness diary to support the management
of personal wellbeing. TAMM helped to identify
key values and targeted characteristics for the
wellness service. The design choices were proved
successful by the high adoption rates by differ-
ent types of users in long-term field trials of the
resulting Wellness Diary service.
Case 1: Scenario Evaluation of
Future Ubiquitous Services
In future visions, mobile devices are increasingly
interacting with their environment and are trans-
forming into tools with which the user can orient
in and interact with the environment (Kaasinen,
Ermolov, Niemelä, Tuomisto, & Välkkynen,
2006). The target of the MIMOSA project was
to develop an open architecture based on low-
power tags and sensors that can be read with a
mobile phone equipped with readers (Kaasinen et
al., 2006). The approach is based on short-range
connectivity that can be set up with relatively mod-
est investments in the infrastructure. The mobile
terminal can collect information from the sensors
automatically or by user initiation. The terminal
can also read different RFID (Radio Frequency
Identifier) tags. Optional remote connectivity
allows connections to remote application servers
on the Internet.
PUTTING TAMM INTO PRACTICE:
FOUR CASE STUDIES
As examples of utilizing TAMM in the develop-
ment of mobile services, the following four case
studies illustrate using the research framework.
The first case deals with an architectural design
where the mobile phone is extended to a platform
for different ubiquitous services. User acceptance
of these kinds of services was studied with an
extensive scenario definition and evaluation study.
The second case deals with mobile television and
related add-on interactive services. In a field study,
a user panel was assessing different pilot services.
The aim was to get feedback on user acceptance
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