Consumer reactions to market shaping efforts - a case study of the early stages of 5G mobile network services in Finland
Nikkanen, Juhani (2021)
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The extensive use of data-hungry devices has heavily increased mobile data traffic. 5G is a solution that can keep up with the increasing data volume. 5G has been on the carpet for almost a decade, and the roll-out has finally begun in several countries. The market shapers must get consumers to adopt 5G so that other companies want to start investing in 5G services. This thesis studied the consumer reactions to market-shaping methods used to improve the current market of mobile networks or develop entirely new technology, depending on one’s stance. A cross-sectional electronic questionnaire survey was chosen in this thesis, and the data was collected through Finnish consumers with a sample size of 187. The results indicate that a successful market-shaping strategy results in a more significant adoption rate. The way a consumer views the technology affects their interest in it. Also, the need for a fast-speed internet connection significantly influences the consumers’ interest in the technology. Coverage, cheaper subscriptions, innovative applications, improved battery life were important things to develop for consumers who had not adopted the technology. The early adopters of 5G answered coverage, innovative applications, improved battery life, and cheaper subscriptions. A minority of the respondents were concerned about potential health effects, information leaks, and environmental effects.
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