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Keränen V (2009)
Feasibility and adoption of music voting as mobile service
M.Sc. thesis, Department of Electrical and Information Engineering, University of Oulu, Finland

A Web-based mobile service that relies on peer-to-peer technologies and a commercial virtual DJ system provides users an opportunity to vote for played music in public spaces such as cafeterias or nightclubs. The aim of this thesis was to clarify the feasibility and adoption possibilities of the service, using thematic interviews and a questionnaire survey as data collection methods. Usage incentives and user’s willingness to pay for the service were estimated for clarifying the feasibility. For investigating adoption, behavior intentions were measured by using the individual’s acceptance theories. Adoption was observed from the aspects of service’s usefulness, added value and the cultural context of Finland. Respondents had their experimentation with a prototype version of the system, which was in the middle of the development phase. The objective was to find new development ideas and to gather the desired features and arguments for the development work. Directional research results show that the adoption of the service depends on influence of the respondent’s friends and earlier adopted use habits of mobile services. Because of its entertaining nature, the service does not offer actual utility for the user; therefore why the respondents were not ready to pay for using the service as it is now. According to the results, adoption would be very probable, but the respondents wished the service would offer more features in the future. People are very accustomed to use Internet services and, while the network services are evolving, people wish to get the same features, when they are using mobile terminal devices. Finding a significant partnership, cooperative development work, service personalization, added content variation, utilization of community based information and increasing the service’s semantic usage would enhance the value added of the service experienced by the user. The service should be available in an environment, where music is already in a big role. A high growth rate of users would enable commercialization of the product. In order to speed up the penetration, the service should be offered to an existing customer group of a potential partner.

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