A Consumer Perspective on Mobile Market Evolution

It is all about services-fundamentals, drivers, and business models

“…This arises from the aspect of collaborative co-creation among the involved parties using goods as mechanism for service provision (Vargo & Lusch 2008). According to this focal point, customers are not after the property of a good, but after the generated value by using or operating it, which is manifested in a service (Castaldi et al 2007). Accordingly, there occur some implications on marketing activities, which have to be adjusted to the merchandising of services instead of goods (Vargo & Lusch 2004).…”