Can entertainment platforms be leveraged to push more-than-voice services : some evidence at the BOP

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IDL-50392.pdf (90 KB)

Date

2012-08

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Journal Title

Journal ISSN

Volume Title

Publisher

LIRNEasia, Colombo, LK

Abstract

This paper considers those who use utilitarian service and those whose use is largely for entertainment purposes, to assess if the drivers of cell-phone use are significantly different from each other. If not significantly different, it may be possible to leverage entertainment platforms to offer more-than-voice services. The study findings show that even though there are common factors, drivers of those using utilitarian services include higher level of education, higher level of perceived benefits in using mobile phones, and existing use of Internet. Thus, entertainment platforms are not viewed as a pathway towards conversion to utilitarian services.

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Keywords

BOP, ECONOMIC GROWTH, POVERTY ALLEVIATION, CELLULAR PHONES, INFORMATION TECHNOLOGY, BANGLADESH, PAKISTAN, SRI LANKA, THAILAND, INDIA, SOUTH ASIA, MOBILE PHONES, INTERNET USE

Citation

URI

http://hdl.handle.net/10625/50392

DOI

Collections

IDRC Research Results / Résultats de recherches du CRDI
2010-2019 / Années 2010-2019
Research Results (I&N) / Résultats de recherches (I&R)