Empirical findings on the perceived use of digital multimedia broadcasting mobile phone services
| Published date | 01 February 2006 |
| Pages | 155-171 |
| Date | 01 February 2006 |
| DOI | https://doi.org/10.1108/02635570610649826 |
| Author | J.P. Shim,Kyungmo Ahn,Julie M. Shim |
| Subject Matter | Economics,Information & knowledge management,Management science & operations |
Empirical findings on the
perceived use of digital
multimedia broadcasting mobile
phone services
J.P. Shim
Department of Management and Information Systems, Mississippi State
University, Mississippi State, Mississippi, USA
Kyungmo Ahn
Kyunghee University, Seoul, Korea, and
Julie M. Shim
Soldier Design, Cambridge, Massachusetts, USA
Abstract
Purpose – The purpose of this study is to present an overview of digital multimedia broadcasting
(DMB) and to explore the users’ perception on DMB cellular phone or “cellevision”, video-on-the-go
services that deliver television to cell phones.
Design/methodology/approach – This two-phase study explores users’ reactions to DMB contents
and services, users’ perceptions on the pricing of DMB phone handsets, phone usage time, program
contents, and DMB carrier services. Findings from the use of qualitative method of existential
phenomenology were explored further with quantitative analyses including T-test, ANOVA, and
Duncan test.
Findings – The young generation will be a major impact on the DMB market due to their mindset
and lifestyle. Thus, the DMB market strategy should be to base decisions on reaching out and focusing
on the younger generation (especially, the teens) as the latest trendsetters.
Research limitations/implications – The sample size was collected during the experimental/trial
stages of satellite DMB services. This research should be continued to solidify findings with an
increased sample size of respondents collected during the actual stage of satellite-DMB and
terrestrial-DMB services.
Practical implications – The findings from this exploratory research will be valuable for the DMB
service and content providers to gain insight into various age groups and their perceptions.
Originality/value – This study is the first kind of research in this area. With the study as a
forerunner, the authors examined the effect of DMB mobile phone program contents and services on
users.
Keywords Digital communicationsystems, Mobile communicationsystems,
Telecommunicationsystems
Paper type Research paper
1. Introduction
Recently, Korea introduced the world’s first cellular phone with the ability to receive
satellite and terrestrial television signals: digital multimedia broadcasting (DMB)
cellular phone or “cellevision”. DMB is a process of broadcasting multime dia over the
internet or satellite that can be tuned in by multimedia receivers or players (www.scala.
The current issue and full text archive of this journal is available at
www.emeraldinsight.com/0263-5577.htm
Digital
multimedia
broadcasting
155
Industrial Management & Data
Systems
Vol. 106 No. 2, 2006
pp. 155-171
qEmerald Group Publishing Limited
0263-5577
DOI 10.1108/02635570610649826
com/vignettes/digital-multimedia-broadcasting.html). With mobile growth two or
three times that of Europe and North America (Budde, 2002), Japan and Korea have
been known for its cutting edge technological innovations and tech-savvy consumers.
Korea is one of the world’s most broadband-connected countries, with a high
penetration rate (Lee, 2003; Shim et al., 2006). The mobile markets in Japan and Korea
have become optimal testing grounds for mobile operators and manufacturers before
rolling out products in the rest of the world, attributed to the consumers’ insatiable
appetite of acquiring the latest technologies at a cost they are willing to pay, early
acceptance behavior, and education fever.
DMB comprises a set of competing standards for transmission of multimedia
content to several different types of devices. Two major standards are DMB and digital
video broadcasting-handheld (DVB-H). As of July 2005, DMB has been approved by
WorldDAB as a standard specification. Adopted as the standard in Europe, DVB-H is a
new digital broadcast standard for transmission of broadcast content to handheld
devices. Pilot tests of DVB-H have begun in some parts of Europe and the United
States.
European telecommunication companies are as optimistic as their Asian
counterparts that DMB will take off in their markets since DMB is an extension of
digital audio broadcasting (DAB), which is already prevalent across Europe.
However, the US telecommunications industry is currently a bit more reserved in
its enthusiasm for DMB technology for several reasons. First, since the US has not
approved of any standard or specification at this time, it will take a while to adopt
and implement. Recently, QUALCOMM Inc. (2005) designed their own system,
MediaFLO, in the US to rival the technology of DMB and DVB-H. Its product,
Forward Link Only (FLO), is still in experimental stages in the US. Secondly, 77
percent of the American consumers commute to work in a personal vehicle; the
chances of a driver accessing the DMB or mobile videophone-related devices while
on the road are slim. Additionally, some states in the US have banned the use of
any phone device in vehicles. However, in Asia and in Europe, it is more common
for commuters to spend long hours in mass transit to and from work. Excellent
digital signals allow the commuters to view live TV programming, including news
briefings or sports games, on their DMB cellular phones in the subway. Third,
with the volume of space and the distances between major markets, the geography
of US does not lend itself well to such a technology. Large up-front capital
investments would be required in order to create a network able to provide
reliable service to its users. In contrast, South Korea’s population is more densely
concentrated than other countries, with 80 percent of people living in urban areas,
as reported by Britain’s Brunel Study. For example, Korea has 480 people per
square kilometer versus 245 in the UK. Within the urban areas in Korea, each
high-rise block buildings contain 600 apartments or more[1].
The study reported here tries to offer a very stimulating answer to this question by
investigating the following questions:
.Do users perceive easy access to DMB applications as satisfactory service offered
by DMB service providers?
.Do users perceive high-quality DMB program contents as satisfactory service
offered by the DMB service providers?
IMDS
106,2
156
To continue reading
Request your trial