Received analyses state that firms can use a bundling strategy to retain customers and capture new customers. Factors that determine the bundling strategy include product discount, service provider and customer characteristics. Consequently, this study addresses the fundamental question: What...

Looking back at the last decade, the mobile phone has been greatly developed from only voice call and text message to a multi-purpose device, including camera, music player, games, and even small computer. The development of internet features in mobile phones has also continuously and...