Customers of the Future Jane Peck & Jennie Carroll.
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Transcript of Customers of the Future Jane Peck & Jennie Carroll.
Customers of the FutureJane Peck & Jennie Carroll
Agenda
Introductions Novell - Cambridge Technology Partners The University of Melbourne
What & why The 2001 program What we have discovered How we went about it Questions
Novell
A leading provider of eBusiness Solutions and Net Services software
Novell acquired Cambridge Technology Partners in July 2001Cambridge is the global eServices subsidiary of Novell and
provides management consulting and system integration servicesOver 7000 employees worldwide in 43 countriesNovell Asia Pacific is comprised Australia, New Zealand and Asia including Singapore, Thailand and Hong Kong, head office in Sydney
Australia’s leading research university awarded University of the Year 2001-2002
The Department of Information Systems at The University of Melbourne has research and consulting expertise in electronic commerce, enterprise systems and interaction design
Interaction Design Group Improving the fit between end users and ICTs, including mobile,
multimedia and web based systems.
Mixes information systems, human computer interaction, graphic and industrial design, software engineering, commerce, psychology and anthropology.
The University of Melbourne
What are we doing?
Finding out how young people currently use information & communication technology and, in particular, mobile phones
Looking for opportunities to innovate or create something new
Defining that innovation or creation…
Why are we doing it?
Learn to drive innovation and invention from user needs
Understanding the impact of technology on users
Findings to be used for other technologies
Envisioning the future !
Implications for industry
Telecommunications companies Can learn where young people’s use of mobile
technology is headed What features and functions should be designed Direction of research and development
IT industry New method to approach problems
2001 Program Stages
Stage 1 Information & Communication Technologies (complete)
Stage 2 Internet enabled mobile phones (complete)
Stage 3 Future technologies (in progress)
Stage 1 – Benchmarking
First stage looked at ICTs in current use
Developed a model of appropriation Criteria which influence whether a technology is
taken up
3 important factors for ongoing use: Identity Power Fragmentation
Filter
Attractors / repellants
Non Appropriation(reject before use)
Dis Appropriation(reject after evaluation)
Technology-as-designed
Technology-in-use
Reinforcers
Appropriation(on-going use)
‘’ Positive Criteria
Appropriation
Process‘x’ NegativeCriteria
Stage 2
Testing the appropriation model Do the factors stand up when young people face
a new technology?
Stage 2: Appropriation of a new technology
Stage 2 – what we did
We gave young people a new WAP mobile phone to use for a month - free
Sydney & Melbourne 16 - 22 year olds Male & Female 30 subjects recruited professionally
What we discovered -“Who doesn’t want a free mobile
phone?”
Young people are discriminating users
Cost is not the only consideration
Young people will reject a mobile phone where appropriation criteria are not satisfied… Doesn’t add anything to their lives Social management – cannot SMS to other networks Usability – difficult to use
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calls WAP
WAP
Technology as designed
Initial Attractors
Fashion – does it suit my lifestyle it? Convenience – will it do all I want? Familiarity – is this similar to what I already know? Usability – do I know how to use it effectively?
Pick up and play
Technology on trial
Each young person discovers different functions and features
Discoveries are usually shared between peers The technology is used and evaluated – an
iterative process Decisions made whether to adopt or change or
drop New and unexpected uses discovered –
speaker phone
Technology on trial (cont’)
Balancing appropriation criteria – all do not carry equal weight
All things equal – cost is important Remove the cost and other factors come into
play Social management, lifestyle, critical mass
Stage 2 - What we discovered WAP Misunderstood No critical mass Internet not particularly useful to their needs
Only used when better than alternative
Email disappointed in actuality versus anticipation
Personalised WAP site not of interest unless with peer group
Would not use most of the features if they had to pay for them
Stage 2 - What we discovered (cont’)
SMS Unable to text across other networks Alternative methods of contact not appropriate Failure in social contact Went back to old phones
Stage 2 – Focus
Intention was to study the adoption process not to test the phones
New and different device to their standard Needed something new in order to watch the adoption
process.
New network not compatible for SMS with all others: Looking at individual adoption and use Examining alternatives to SMS for communicating with peers
New service -WAP/Internet Security Internet setup – to see whether level of interest
would cause changes to the set up
Stage 2 – Focus (cont’)
Studying short and medium term adoption of technology
Using multiple research techniques – triangulation eg focus groups, co-discovery, observations
Longitudinal study – more than a single snap shot Not just self-reporting Studying young people’s technology use in context
Stage 2 - Overall conclusions
The study validated the model of appropriation
In general, the usage of the phone diminished over the month as they were gradually ‘dis-appropriated’
By studying in real life contexts, we discovered unexpected uses of features such as the speakerphone
Young people are critical users of technology: pragmatic, discriminating and thoughtful