An Assessment of Mobile Consumer Interest in Jamaica: Preempting a Decline in Average Revenue per User

The high density of mobile devices within the Jamaican market is seen as a precursor to a decline in average revenue per user (ARPU) in the local industry and is the primary motivation for this investigation of mobile consumers’ interest. A quantitative research was carried out in a metropolitan area to assess consumers’ interest in proposed data services to be introduced to the Jamaican mobile market and to determine the value-added properties of services that are mostly desired. The findings show that an online mobile learning game, previewing music from local artist and movies from the cinema were identified as the top three desired data services. Also, mobile applications which offer a combination of the mobile values: spontaneous needs, entertainment needs and efficiency ambitious are possible the areas of interest. The result of the research has implications for the local\regional telecommunications industry by providing recommendations on alternative services to voice.