Mobile Entertainment Services in New Zealand: An Examination of Consumer Perceptions Towards Games Delivered via the Wireless Application Protocol

The rapid uptake and increased sophistication of mobile phones has provided an unprecedented platform for the penetration of mobile services. Among these, mobile entertainment is composed of a variety of services such as ringing tones, games, gambling and so on. Games are predicted to replace ringing tones as the main driver of mobile entertainment. This paper aims to contribute to the development of a better understanding of consumer perceptions towards WAP games. A series of focus groups were conducted to gain in-depth qualitative insight of perceptions towards WAP game services. The results indicate number of clear areas for the delivery of successful WAP game services. WAP games were perceived as lacking sophistication, but at the same time, were also seen as possessing several beneficial qualities. The paper concludes with some recommendations and predictions regarding the future of WAP games.