Key Factors for a Better Understanding of Mobile Java Games Customers

This paper presents first results of a research project conducted at the Vienna University of Economics and Business Administration. The focus of the project is to analyze customer perceptions towards Mobile Java Games and to identify gaps in Mobile Java Games research. A major finding is that transaction data typically collected by Mobile Service Providers can deliver only limited explanations on customer behavior. Thus, the existing information should be enriched by additional data such as consumer surveys and market research. This would enable firms to improve their market strategies.