Critical Mass is a common feature of technology diffusion processes. We develop a structural model of demand with network effects to provide a rigorous definition of critical mass as a function of installed base, price and network effects. Using data from the digital cellular telephony market,...

Purpose – The purpose of this paper is to seek to discuss how the new media revolution can improve social marketing by bringing the “place” (one of four P's from the marketing mix) closer to the consumer. Design/methodology/approach – This paper describes current new media trends related...

Purpose – This paper examines the value of mobile phones in ethnographic research, and seeks to demonstrate how this particular technology can support and enhance participant observation. Design/methodology/approach – Reflecting in detail on one researcher's experience of incorporating this...

Purpose – This study seeks to examine the nature of consumers' perceptions of the value they derive from the everyday experiential consumption of mobile phones and how mobile marketing (m‐marketing) can potentially enhance these value perceptions. Design/methodology/approach – Q...

Many new technologies exhibit clear generational changes. The empirical literature on technology diffusion traditionally analyses the spread of new technologies generically. We use data from the mobile phone industry, where first-generation (1G) and second-generation technologies (2G) can be...

We model competition between two unregulated mobile phone companies with price-elastic demand and less than full market coverage. We also assume that there is a regulated full-coverage fixed network. In order to induce stronger competition, mobile companies could have an incentive to raise their...