Converting Online Service to Mobile Service

Abstract

Along with growing enter of online service to mobile market, conversion of online service to mobile service is becoming an important topic in service innovation area. Accordingly, a number of researchers have studied on conversion of service to mobile with topics such as interface design, decision of business model and structure design of mobile service. However, they have focused only on technical implementation of service system rather than considering users aspect. As result, they have succeeded in overcoming technical constraints, but failed to include the functions which are required from the users. In response, this paper suggests the framework which considers both user and technical aspect in converting process of online service to mobile. Firstly, in the user module, the user satisfaction levels of mobile service according to its functions are evaluated with Kano analysis. Secondly, in the technology module, the online-mobile relationship matrix is derived from two dimensions of service functions and mobile quality criteria. In the next step, the functions chosen to be converted with the scores from user and technology module are classified on the synergy-constraint map. Strategic and technical information for the implementation is derived from the process.