Mobile technologies are penetrating into everyday lives of people and are providing miscellaneous services on the mobile device for users. Most of researches in this area have been done after the introduction of the service to the market. In this tough market, service providers need to know exactly which elements of their services or technologies can be improved before final stage of development and surely before launching the application or service. This article studies intentions to use a service, through a mobile application, for possible improvements in adoptability of the service. The Nysveen et al’s integrated model (2005) has been utilized for conducting the research and data was collected over a survey study. Such insights allow mobile service providers and mobile marketers to create more customized services. This paper concludes with both theoretical and practical implications and limitations of the study results.
Vatanparast, Ramin; Qadim, H.; and Ebrahimi, Mehdi, "Improving the Adoptability of a Mobile Service: A Case Study" (2009). ICEB 2009 Proceedings. 112.