In this paper we explore which bundles of services are attractive to users. We look specifically into bundle composition with navigation services as core, and travel and entertainment related services as complementary services. Pricing is an important criterion as well. We use conjoint measurement as a tool to assess which combination of services and price is the most attractive for users. We find that enhanced services, i.e. services that reinforce the functionality of the core navigation service are more relevant than supplementary services. Traffic information, safety alerts and parking support have positive utilities. However, pricing has a higher predictive value.
Haaker, Timber; Vos, Henny de; and Bouwman, Harry, "Mobile Service Bundles: The Example of Navigation Services" (2006). BLED 2006 Proceedings. 24.