Perceived Value of Mobile Service Use and its Consequences

The thesis is positioned in the services marketing field. Previous mobile service research has identified perceived value or relative advantage as a stable predictor of use of services. However, a more detailed view of what customers value in mobile services is needed for marketing diverse types of mobile content and attracting committed customers. The direct relationships between multidimensional value and loyalty constructs have received limited attention in the previous literature, although a multidimensional view is needed for differentiating services. This thesis studies how perceived value of mobile service use affects customer commitment, repurchase intentions, word-of-mouth and willingness to pay. The doctoral thesis consists of three journal articles and one working paper. The four papers have different sub-aims and comprise individual empirical studies. Mixed methods including both personal interviews and survey data collected from end-users of different types of mobile content services are used. The conceptual mobile perceived value model that results from the first explorative empirical study supports a six- dimensional value view. The six dimensions are further categorized into two higher order constructs: content-related perceived value (emotional, social, convenience and monetary value) and context-related (epistemic and conditional value) perceived value. Structural equation modeling is used in the other three studies to validate this framework by analyzing the relationships between context- and content-related value, and how the individual perceived value dimensions affect commitment and behavioral outcomes. Analyzing the direct relationships revealed differences in the effect of perceived value dimensions between information and entertainment mobile service user groups, between effects on commitment, repurchase intentions and word-of-mouth intentions, as well as between effects on commitment to the provider and to the mobile channel as such. This thesis contributes to earlier perceived value literature by structuring the value dimensions into two groups. Most importantly, the thesis contributes to the value and loyalty literature by increasing understanding of how the different dimensions of perceived value directly affect commitment and post-purchase intentions. The results have implications for further theory development in the electronic services field using multidimensional latent constructs, and practical implications for enhancing commitment to content provider and for differentiated marketing strategies in the mobile field. The general conclusion of this thesis is that differentiated value-based marketing of mobile services is essential for attracting committed customers who will use the same providers’ content also in the future. Minna Pihlström is associated with the Centre for Relationship Marketing and Service Management (CERS) at Hanken.

Sparse Representation Based Acoustic Rangefinders: From Sensor Platforms to Mobile Devices

Acoustic rangerfinders are a promising technology for accurate proximity detection, a critical requirement for many emerging mobile computing applications. While state-of-the-art systems deliver robust ranging performance, the computational intensiveness of their detection mechanism expedites the energy depletion of the associated devices that are typically powered by batteries. The contribution of this article is fourfold. First, it outlines the common factors that are important for ranging. Second, it presents a review of acoustic rangers and identifies their potential problems. Third, it explores the design of an information processing framework based on sparse representation that could potentially address existing challenges, especially for mobile devices. Finally, it presents mu-BeepBeep: a low energy acoustic ranging service for mobile devices, and empirically evaluates its benefits.

Advances towards behaviour-based indoor robotic exploration

215 p.

Football Manager App

El objetivo de este proyecto ha sido la realización de una aplicación para tablets con sistema operativo iOS de Apple. La aplicación la puede utilizar cualquier persona con inquietudes sobre el mundo del fútbol, pero está pensada básicamente para entrenadores que busquen almacenar datos relacionados con sus equipos, jugadores, partidos, estadísticas de los equipos y los jugadores, etc. La información introducida quedará almacenada hasta que el usuario decida lo contrario eliminando los datos que ya no desee tener en su dispositivo de manera fácil e intuitiva. Aparte de eso, se ha desarrollado una pizarra táctil donde el usuario podrá realizar sus tácticas previas al partido y enseñársela a sus jugadores. Dispondrá de dos colores para diferenciar los diferentes jugadores que se dibujen. Además, se pueden realizar ligas online para que varios usuarios simultáneamente accedan a su contenido o lo modifiquen. Las ligas podrán ser reales a nivel profesional, de amigos o incluso ligas de videojuegos. Se ha realizado un apartado de mensajería donde los usuarios se podrán comunicar entre ellos sin salir de la aplicación. Bastará con buscar al usuario en el sistema, seleccionarlo y mandarle un mensaje. Si un usuario decide eliminar todos sus datos del sistema, podrá hacerlo y se eliminará cualquier información relacionada con él.

Social Media Marketing como herramienta del mix de comunicación

[ES]El presente TFG plantea un análisis de la utilización de las redes sociales dentro de la estrategia de comunicación de las organizaciones empresariales. Para ello, se estudia el contexto comunicacional actual, caracterizado por la fragmentación y dispersión de las audiencias, la saturación, la pérdida de la eficacia de la publicidad tradicional, los nuevos hábitos de consumo de medios y la explosión de la conectividad, y el papel de las distintas herramientas de comunicación en entornos digitales: página web, blog corporativo, email marketing, gestión multimedia, mobile marketing, E-commerce y Social Media Marketing. En este contexto y por su relevancia, nos centramos en el estudio de las estrategias de Social Media Marketing. Para ello abordamos las ventajas e inconvenientes de la utilización de redes sociales, cómo efectuar la planificación de la comunicación en redes sociales (objetivos, público, contenidos, plataformas, plan de acción e indicadores), y las nuevas profesiones ligadas a su gestión. Un aspecto relevante que también se analiza es la gestión de la reputación online y las implicaciones que el uso de redes sociales tiene sobre ella, así como los protocolos de actuación ante posibles crisis derivadas de la presencia en estos canales. En las redes sociales se encuentran prácticamente todos los stakeholders de las empresas/marcas, fuente de información continua para mejorar sus negocios. Su utilización, dentro de una comunicación integral de marketing, permite fortalecer la imagen corporativa y lograr un posicionamiento claro y a largo plazo.

Evaluation of Setup Procedures on Mobile Devices Based on Users’ Initial Experience

Users’ initial perceptions of their competence are key motivational factors for further use. However, initial tasks on a mobile operating system (OS) require setup procedures, which are currently largely inconsistent, do not provide users with clear, visible and immediate feedback on their actions, and require significant adjustment time for first-time users. This paper reports on a study with ten users, carried out to better understand how both prior experience and initial interaction with two touchscreen mobile interfaces (Apple iOS and Google Android) affected setup task performance and motivation. The results show that the reactions to setup on mobile interfaces appear to be partially dependent on which device was experienced first. Initial experience with lower-complexity devices improves performance on higher-complexity devices, but not vice versa. Based on these results, the paper proposes six guidelines for designers to design more intuitive and motivating user interfaces (UI) for setup procedures. The preliminary results indicate that these guidelines can contribute to the design of more inclusive mobile platforms and further work to validate these findings is proposed.

Visual Navigation: Constructing and Utilizing Simple Maps of an Indoor Environment

The goal of this work is to navigate through an office environmentsusing only visual information gathered from four cameras placed onboard a mobile robot. The method is insensitive to physical changes within the room it is inspecting, such as moving objects. Forward and rotational motion vision are used to find doors and rooms, and these can be used to build topological maps. The map is built without the use of odometry or trajectory integration. The long term goal of the project described here is for the robot to build simple maps of its environment and to localize itself within this framework.

Algorithms for indoor localization based on IEEE 802.15.4-2011 UWB and inertial sensors

In this thesis, extensive experiments are firstly conducted to characterize the performance of using the emerging IEEE 802.15.4-2011 ultra wideband (UWB) for indoor localization, and the results demonstrate the accuracy and precision of using time of arrival measurements for ranging applications. A multipath propagation controlling technique is synthesized which considers the relationship between transmit power, transmission range and signal-to-noise ratio. The methodology includes a novel bilateral transmitter output power control algorithm which is demonstrated to be able to stabilize the multipath channel, and enable sub 5cm instant ranging accuracy in line of sight conditions. A fully-coupled architecture is proposed for the localization system using a combination of IEEE 802.15.4-2011 UWB and inertial sensors. This architecture not only implements the position estimation of the object by fusing the UWB and inertial measurements, but enables the nodes in the localization network to mutually share positional and other useful information via the UWB channel. The hybrid system has been demonstrated to be capable of simultaneous local-positioning and remote-tracking of the mobile object. Three fusion algorithms for relative position estimation are proposed, including internal navigation system (INS), INS with UWB ranging correction, and orientation plus ranging. Experimental results show that the INS with UWB correction algorithm achieves an average position accuracy of 0.1883m, and gets 83% and 62% improvements on the accuracy of the INS (1.0994m) and the existing extended Kalman filter tracking algorithm (0.5m), respectively.

Ultra-wideband cognitive interrogator network for indoor location tracking - part 1: system architecture and network performance analysis

We explore the potential application of cognitive interrogator network (CIN) in remote monitoring of mobile subjects in domestic environments, where the ultra-wideband radio frequency identification (UWB-RFID) technique is considered for accurate source localization. We first present the CIN architecture in which the central base station (BS) continuously and intelligently customizes the illumination modes of the distributed transceivers in response to the systempsilas changing knowledge of the channel conditions and subject movements. Subsequently, the analytical results of the locating probability and time-of-arrival (TOA) estimation uncertainty for a large-scale CIN with randomly distributed interrogators are derived based upon the implemented cognitive intelligences. Finally, numerical examples are used to demonstrate the key effects of the proposed cognitions on the system performance

Higher order statistics for lognormal small-scale fading in mobile radio channels

This letter reports the statistical characterization and modeling of the indoor radio channel for a mobile wireless personal area network operating at 868 MHz. Line of sight (LOS) and non-LOS conditions were considered for three environments: anechoic chamber, open office area and hallway. Overall, the Nakagami-m cdf best described fading for bodyworn operation in 60% of all measured channels in anechoic chamber and open office area environments. The Nakagami distribution was also found to provide a good description of Rician distributed channels which predominated in the hallway. Multipath played an important role in channel statistics with the mean recorded m value being reduced from 7.8 in the anechoic chamber to 1.3 in both the open office area and hallway.

Characterization and modeling of on-body spatial diversity within indoor environments at 868 MHz

For the first time in the open literature we present a full characterization of the performance of receiver diversity for the on-body channels found in body area networks. The study involved three commonly encountered diversity combining schemes: selection combination (SC), maximal ratio combining (MRC) and equal gain combining (EGC). Measurements were conducted for both stationary and mobile user scenarios in an anechoic chamber and open office area environment. Achievable diversity gain for various on-body dual branch diversity receivers, consisting of horizontal and vertical spatially separated antennas, was found to be dependent upon transmitter-receive array separation, user state and level of multipath contribution from the local environment. The maximum diversity gain (6.4 dB) was observed for a horizontal two branch MRC combiner while the transmitter and receiver were on opposite sides of the body, and the user was mobile in the open office area. A novel statistical characterization of the fading experienced in on-body diversity channels is also performed using purposely derived first and second order diversity statistics for combiners operating in Nakagami fading.