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Figure 10. User acceptance of mobile TV
services. Users thought that the mobile TV may
not be the media where it is reasonable to launch
new services. Mobile TV is used only during short
breaks and usage time is limited, so there is not
much time to get acquainted with new services.
Familiar elements clearly eased adoption, for
example with teletext services. Users can learn
and adopt the services on other media, where
they have better tools for getting an overview,
and then extend their usage to mobile. Also usage
practices can be adapted from existing practices
on other media.
TAMM turned out to be a good framework to
compare user acceptance of different services. It
helped to highlight the most critical user accep-
tance factors. The broadcasting content of mobile
TV turned out to be well accepted by the users.
With interactive services, however, user adoption
is the main challenge. Users have to learn the mere
existence of those services so that they will get
used to look for those add-on services. A success-
ful user adoption path seems to go from familiar
content such as teletext to more diverse services.
Case 3: User Evaluation of a New
Mobile Interaction Concept
Ubimedia is a concept where media files are em-
bedded in everyday objects and in the environment.
We studied an approach where the user can read
and write those files with his/her personal mobile
phone simply by touching the physical objects
(Kaasinen et al., 2010). The technical develop-
ment of the ubimedia concept was focused on a
mobile phone platform with a radio tag reader/
writer, memory tags with large storage capacity,
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