Evaluation of Future Mobile Services Based on the Technology Acceptance Model

Mobile telecommunication operators are under great pressure to launch new profitable data services. However, most of the mobile data services have fallen short of the expectation and have failed on the market. One important reason for the failure of mobile data services is the difficulty to assess user needs and requirements in advance. This paper suggests to use the Technology Acceptance Model (TAM) to approximate the user acceptance of non-existing mobile services. The TAM model is applied to assess the potential future acceptance of five mobile broadcasting service scenario. The results show that TAM is a helpful model to evaluate the user acceptance of future services. However, the more innovative the new service is, the less accurate is the model. The results show furthermore that the most influential aspect on the future intention to use is the perceived value of the future product.