Research Articles Base: Mobile Industry

Sample Essay Most of Today’s Mobile Companies are in vision to always acquire better and appropriate innovation

Most of today’s mobile companies are in vision to always acquire better and appropriate innovation changes in terms of digital processes for adding a more suitable mobile music chain and the using of IPO as well as high tech cell phones as a channel or medium for that technology advancement and the continuous cycle of the music industry as of the present epoch. The companies who markets solely on Bipods and cell phones has provided a more ideal stance in terms of market techniques and segmentation like for instance, providing small business sectors a chance to craft retailers, suppliers as well as distributors of such IPO and cell phone items. There is also imperative market communication, a connection among large companies focusing on the type of business nature for example, Apple IPO, Samsung as well as Nokia cell phones respectively. There has been understandable paradigm cycle for balancing coherences as possibly resulted by fierce level of competition and the attack of digital, more easy and durable technology that provides satisfaction and worth of money spent by the mobile users as well as customers who re music lovers wishing to have easy access of the type of music they want to hear at any place and time.     For the SWOT Analysis, the strength of Bipods can be it can have the capacity to download volumes of music songs and video while, cell phones also have the capacity to record as well as download songs depending on such range of the phone as well. The music industry then is a boom of different generations mostly to the youth age groups as well as to those young professionals who have better working careers and even to those groups below the par bracket, to the elementary and high school students even a pre-schooled knows that cell phones acquire such kind of music because of its strong impact and may even recognize IPO as well. The weakness of IPO and cell phones can be staggering in terms of sales and profits as there lots of companies now that specializes in building a medium for music accessibility in those items, and there can be issues and challenges that will affect customer preferences, their mode of buying and will have such unlucky breaks for the suppliers and retailers as well as the company as a whole. The impact of globalization can also be a weakness in terms of carrying out a stable market position for focusing Bipods and cell phones in giving out assurance for quick and easy music acquisition.         The opportunities imply a continues music revolution through the Bipods and cell phones and the opportunity for loyal technology addicts to wait what Apple company is gong to produce next that will be a craze in the society and that people will dream of getting a new one as it is popular and most recent in IPO technology meanwhile, cell phone collectors and enthusiasts will provide Nokia company a stable share in the market as they are also waiting for the new Nokia phone model to be released, knowing the features and how music is accessible over an IPO. The opportunity for the firms to have better chain management and always in control of its quality management and the opportunity to plan and realize advertising promotions in communicating to the people, who are basically good potential buyers. Thus, there can also be opportunity to execute and implement market communication plan and positive drivers integrating into the music industry market and position. For the threats, there can be uncontrolled conditions that technology driven companies are in danger such as the threat for digital rights management, copying or stealing of rights by others without permission, the presence of risk management in achieving sales quota if there is any, risk management because of customer loyalty like for instance, one company is loyal to the other and mostly, lack and failure of management standards and principles that is threaten by the rising demands of music revolution and tight space competition reality.     The industry flourished market value as the music industry is tough and the demand is in high notion and the competition is fierce and tight for Bipods and cell phones. The value of market share maybe in low stance and needs rejuvenation probably because one company selling IPO and cell phones is far better than the other company in providing useful and accessible mediums for music revolution such as through music downloads and compilation. The recording labels are not only taking legal action against file-sharing systems, but also beginning to incorporate the Internet into their own distribution networks. Some music companies have launched commercial file-sharing services and others are planning to follow suit. However, none of these commercial offers is particularly successful and several commercial digital music services have suspended operations. (Assail, 1998; Degrease, Ramaswamy and Wu, 2000)               The preliminary point for development and evaluation would be to explore the motives for using liberated digital online music mediums. It is probable that users associate certain benefits with online music, benefits they would also expect in commercial offers. The exploratory investigation had three aims. First, it seek to identify imperative challenges of the 1music industry, to select and utilize a model of established line of music procurement through using technology tools as provided to detect pirate sales of disks also Internet bound music sharing services and the progressively multi-demanding consumer base that have consequences on music industry sales and profits. (Assail, 1998; Degrease, Ramaswamy and Wu, 2000)               Changing patterns of behavior The music industry poses salutation opportunity to allow young consumers to engage in more activities through Bipods and cell phones. Furthermore, the growing amount of changing music medium style and unreliable degree of Internet resemblance and innovative distribution channels make it more difficult to envisage music connected consumer behavior. (Dolan, 2000; Arena and Todd, 1996) As for instance, numerous 1consumers access gratis music from Internet but continue to buy compact disks 1which makes it hard to label consumers into cell phone and IPO users. The music industry poses salutation opportunity to allow young consumers to engage in more activities through Bipods and cell phones. Furthermore, the growing amount of changing music medium style and unreliable degree 1of Internet resemblance and innovative distribution channels make it more difficult to envisage music connected consumer behavior. (Dolan, 2000; Arena and Todd, 1996) As for instance, numerous 1consumers access gratis music from Internet but continue to buy compact disks 1which makes it hard to label consumers into cell phone and IPO users.         A model of music procurement behavior In order to acquire enhanced understanding of customer music procurement, a buying decision making approach is used which focuses on how consumers acquire better technology gadgets for having ample music information and how they utilize it to achieve their desired music types. In toting up to the imagined relations between the different stages of music procurement and behavioral reactions situation variables and individual characteristics are illustrated. (Dolan, 2000; Arena and Todd, 1996)   The process Depending on the accessibility and awareness with digital knowledge and technology, marketing and the utilization of music records and labels will contrast. The innovative consumers are more likely to download music from the Internet and to listen to it using IPO player, whereas other consumers will prefer conformist sound carriers such as cell phones and or CDs and will opt for usual procurement through suppliers and retailers that will lead to evaluation affecting future marketing decisions of companies such as Apple and Nokia.     The music procurement implies that customers can decide among various alternatives of free as well as commercial music download of songs or videos and that some consumer connected uniqueness and situational variables applies music value authority. The buyer need for which type of music is secured in which such arrangement will depend on personal character and situational patterns that is globally presented. (Dolan, 2000; Arena and Todd, 1996; 1999) Credit:ivythesis.typepad.com

Sample Essay Most of Today’s Mobile Companies are in vision to always acquire better and appropriate innovation

Most of today’s mobile companies are in vision to always acquire better and appropriate innovation changes in terms of digital processes ...

MOBILE PHONE IN LEARNING AND EDUCATION

Introduction Mobile Learning or M-learning is all about the adoption of knowledge with the use of portable mobile devices. One universal definition of mobile learning is that it is the learning without physical boundaries; consumption of knowledge that abounds with the help of portable technologies. Likewise, mobile learning decreases the limitation of learning location with the mobility of general portable devices. Nowadays, students are coming to school with portable computers and devices such as an iPhone and iPod in hand. They are used to gathering information on the web, getting email, watching lectures, getting directions, or pinpointing exactly where their friends are in no sweat. Now they can learn anytime and anywhere they want, too. Students in general prefer devouring lectures when it is delivered through the iPod or iPhone. Audio and video podcasts let students study at their own pace, which is the gateway to making students learn genuinely without forcing them because they like the mode of education.  Benefits and Practical Uses of Mobile Learning Providing this technological advantage for the use of students as well as the educators makes a fluid flow on the exchange of education. M-learning has many advantages in the mobile world, in schools and in the workplace. Technology has made it possible to communicate over vast distances with a very wider audience. M-learning has reached out to many individuals who can now access learning materials at their own will regardless of their commitments (, 2004). It ensures all students in having equal access to education whether they personally have the gadget. Technology today is a way of living and people who are interactive are everywhere and help people to stay connected. M-learning also fosters hassle-free interaction and collaboration within the students and the educators as they effortlessly engage their students in learning because of the attractive mode of education brought by technology’s endless information overload. Access to a variety of online resources exposes them to limitless knowledge and information. M-learning also enhances self-directed learning that helps in personality growth. It also makes learning fun by making technology ubiquitous throughout the educational experience and the channeling of ideas is interactive. When students came looking for a job, being technologically savvy is an advantage employers are in demand of technical skills. There are a myriad of practical uses and benefits M-learning brings and the advantages goes on and on. There could also be disadvantages as it could make students lazier because all the information are just a click away and they can cheat easily, for example. As mobile learning devices evolve and are getting close to having the functionality of computers, people who are technologically inclined will rejoice because it all the information is in one handy portable package. The iPod This portable media player from Apple allows users to download music, audio books, podcasts, photos, and video. It has an address book and calendar that synchronize with Microsoft’s Outlook or Outlook Express. It can also serve as a mass-storage device. With the iPod, students can download podcasts of relevant instructional material along with audio and video lectures. Although the early devices have rather small screens, future versions probably will have bigger screens so that users can read e-books on them. Students can exchange information files, collaborate on projects, review coursework and prepare for exams, highlight their work, and share project results. The educator can provide visual, systematic directions that are difficult to convey with words only. Students and educators can add a microphone to their iPods to capture material for educational use. It appeals to digital natives’ need for immediacy of information (, 2001). This mobile device is the suitable gadget for mobile learning because is a hand carry gadget and can store mass quantities of files and information. Although the screen are small which can make it hard to read on, knowing the never-ending changing and upgrading of gadgets, the iPod in the near future would have a wider screen for students and educators alike to utilize. The Digital Present and Future The next few years will see a period of rapid growth for mobile learning, with evolutionary rather than revolutionary changes (2001). Mobile learning capabilities will continue to expand with the launch of smaller, more sophisticated and impressive gadgets capable of delivering data in a variety of set-up.  Whether the educators and students will adopt the mobile learning trend will depend largely on how efficient and necessary they consider its services and features. We should prepare to take advantage of their benefits in higher education by planning how best to employ mobile devices in online and traditional classes. References   Credit:ivythesis.typepad.com

MOBILE PHONE IN LEARNING AND EDUCATION

Introduction Mobile Learning or M-learning is all about the adoption of knowledge with the use of portable mobile devices. One universal...

WHAT ARE THE FACTORS FOR DECLINING PRICES OF MOBILE PHONES IN INDIA SINCE 2000?

Research Proposal   What are the factors for declining prices of mobile phones in India since 2000?   Introduction   The existence of technology have hit the global society and one popular example of technology indication is mobile phones which reached the Indian nation as mobile phones are introduced in India during the year 1995 and 1996 and from then on mobile phones have become the dominant means of accessing communication. This research proposal is having sets of aims and objectives, significance as well as literature review and methodology. The increase in the usage of mobile phones has been uniquely known and is being compared to the presence of landline phones during the introduction of mobile phones in India. The main aim for this research is to determine several factors that assume declining prices of mobile phones in India starting the year 2000, and the need to estimate several future trends and analyze some of the pattern upon the adoption of mobile phones in India. Indeed, projected rapid growth in the mobile subscriber base will have important implications for future plans of mobile operators, infrastructure providers, handset suppliers and vendors. Thus for objective, mobile operators in India should be ready with contingency plans to deploy and operate infrastructure including customer care, billing, applications, and other ways which have to be faster than that they might have initially planned. Infrastructure providers, handset suppliers and vendors should be prepared to respond to such research paradigm and planning.   Literature review   There was a change in the value added by the communication services in the growth product is an indicator of contribution to national economic growth. There needs to be separated to account for contribution of mobile phone services. With the introduction of privatization, contribution of cell phones should be separated between the public and private sectors as recently the estimates of the contributions seem to be unavailable in India. Recent international studies use cross-country empirical models to estimate the impact of mobile phone business on economic growth in developing countries, mainly due to the availability of data on large number of countries ( 2006) which captures the impact openness policies in the mobile industry sector as one of the determinants of economic growth.  (2004) have used penetration indicators to estimate impact of cell phone prices on economic growth in India. Thus, the determinants of price and its underlying demands which are being useful for policy purposes, for example the estimation of gross value added by mobile phones, in its service providers through introduction of several changes in price of existing phone services in India as well as due to the changes in purchasing power of the Indian people. Furthermore, there is global crisis in the market that affected mostly the technology industries and one core reason why there is decline of prices in mobile phones and some other technology centered materials as recognized. Aside, there is inflation which kills the stable economy of the country and that the demand for mobile phone purchases have gone down slowly with the advent also of other technology materials to choose from aside from mobile phones. In essence, there calls for estimation of price and income elasticity of demand for cell phone services in India. This is evident, for instance, by the absence of Indian studies in the excellent and recent international survey articles on demand for certain services ( 2004; ., 2007), which have estimated certain price factors of demand for cell phone services from within a research sample of twenty three nations, and India is on the list. Moreover, there is presence of telecom prices are distinguished by specific mobile services as the prices enter into price demand estimations as being determined by telecom reform and some variables into the price equations framework, the evidence for significant price effects for mobile services in India.   Design and Philosophy   For research design, the research will provide casual framework for estimation of price factors of cell phone services from within business economic growth of technology in India and the need to distinguish methods contribution from within the level as well as survey data in India, income and price elasticity of demand are estimated by levels of exchange capacity. Price demand factors that influence cell phone usage demand will need to be distinguished from survey information approach. Research implications of research from within direct factors fro the promotion of mobile phone demand and economic growth of the industry as noted. The research papers are organized as follows: section one will highlight price indicators of mobile phone services during global crisis and inflation affecting the industry. Section two will present the framework for price factor estimation and estimates the technology to mobile services linking to business economic growth in India. For section three, determinants of price demand for mobile phone services and that section four will link to literature as well as methods along with research implications   Methodology For research methodology, case study approach is to be utilized as to be connected in lieu of declining factors for mobile phones in India. Method estimation for demand and price contribution of mobile services to combined with some economic decline in India. The case approach will highlight the impact of mobile phone purchasing on the verge of economic crisis and inflation situation. Knowledge of pricing factors of demand in cell phone services is shown to be essential to enhance growth in sales of the mobile industries in India. Thus, price and income determinants of demand are estimated by capacity of mobile dominance in the market stature. The declining factors outcome will be offering evidence for significant negative own price elasticity and positive income elasticity of mobile phones in India. In addition, survey data are to be used to show some other assimilation of price decline factors that influence slow sales of mobile business such as the non-awareness of value cost of some other technology based services, having implications for research design for relating process of globalization in India.                   Credit:ivythesis.typepad.com

WHAT ARE THE FACTORS FOR DECLINING PRICES OF MOBILE PHONES IN INDIA SINCE 2000?

Research Proposal What are the factors for declining prices of mobile phones in India since 2000? Introduction The existence ...

Case Analysis of Nokia

CASE ANALYSIS OF NOKIA                       March 8, 2006   A. Current Situation   1. Company Overview             NOKIA prides itself as a leader in the mobile telecommunications industry through its capability of continuously providing a wide range of mobile communications devices and applications that reflect technological innovations and creativity. The company seeks to connect people to other people by providing a mobile device for communications and give access to people to important information through its various software applications. NOKIA offers a variety of innovative mobile devices that combines functionality and creativity through various designs, materials, colors and sizes to fit the taste of majority of people. NOKIA also provides built-in software applications for business and pleasure such as games, music, imaging, internet applications and other forms of media. The aim of the company is to connect people with ease through its easy to use mobile devices and accessible application with just one click or touch of a button. It also aims to provide functionality by integrating various applications in a single mobile device such as combining mp3/mp4, camera, video, hand-held pc, mobile phone into a NOKIA device to provide a combination of features to customers. The company also aims to provide mobile phones with state of the art designs by constantly creating new models that reflect technological leadership of the company as well as capture and express the personality of its users. Finally, the company aims to empower customers by providing various models of its devices and application options from which customers can choose. It empowers customers by giving them alternative products and services.             NOKIA classifies its products into four divisions that coincide with its four business groups. The first division is Mobile Phones. This business group seeks “to make user-friendly mobile devices with many features for different segments of the global market. It currently offers mobile phones and devices based on the three global cellular technologies: GSM/EDGE, CDMA and TDMA” (Nokia Corporation, 2005, ). The second division is Multimedia that aims to develop high-tech mobile devices and applications by continuously inventing and innovating on new models and systems. The third division is Enterprise Solutions. This business division targets the needs of businesses and institutions by providing “business-optimized mobile devices for end users to a broad portfolio of IP network perimeter security gateways and mobile connectivity offerings” (Nokia Corporation, 2005, ). The fourth division is Networks that endeavors to provide physical and technological infrastructures for communications and service platforms to the different operators and network service providers in its various markets. This division “focuses on the GSM family of radio technologies, including GSM, EDGE and WCDMA networks, core networks with increasing IP and multi-access capabilities, and services” (Nokia Corporation, 2005,).               NOKIA classifies its global market into the five regions of Europe, Africa, Middle East, Asia-Pacific and the Americas. In terms of market segmentation, the company aims to capture individuals and businesses, people in different age groups whether in school or working, people in different economic classes by developing affordable mobile phones, people of different genders, and people of different cultural backgrounds by extending its services in different regions.   2. Competitor Analysis               Based on Porter’s Five Forces the most important competition consideration for NOKIA is the degree of rivalry. According to  (1998), the intensity of competition affects the profitability of a company. Competition comes in different forms in terms of price, product differentiations and marketing strategies. Thus, depending upon the nature of the competition, companies seek to strengthen their competitive advantage relative to their competitors to obtain a respectable market share. Competitive advantage exists when a business is able to obtain a level of profitability that exceeds the industry average due to the delivery of products similar to competitors at a lower cost or providing distinguishably better service at a similar cost with competitors ( 1998b).  NOKIA has rivalries in the mobile phone industry. In Asia-Pacific, NOKIA shares the mobile phone market with its strongest competitors Sony Ericsson and Motorola. There also other players in the market such as Siemens, Samsung, Philips and Panasonic that provide less competition. NOKIA enjoys a respectable position relative to its competitors because it is the leader in many markets dislodging Motorola from its previous status (2001). According to  (2001), the competitive advantage of NOKIA is brand personality and it has to work hard to maintain its competitive advantage. 3. Performance of the Company/Organization   At the end of 2004, the company documented record-breaking sales of 643 million mobile phones relative to 490 million in the previous year. The increase in sales is attributed to the rise in new subscribers in the Latin American region and the countries Russia, China and India due to the affordability and accessibility of network connections. The company further increased its sales to 2 billion by 2005 and 3 billion in 2010. (Nokia Corporation, 2005) In February 2006, NOKIA issued its financial report (Nokia Corporation, 2006) documenting a 16 percent increase in net sales from 29,371 EURm in 2004 to 34,191 EURm in 2005 translating to a corresponding 13 percent increase in net profit of 3,192 EURm in 2004 to 3,616 EURm in 2005.   In terms of sales by market, NOKIA reports that Europe is its biggest market contributing 42 percent to sales followed by Asia-Pacific with 18 percent. China proves to be the biggest contributing country to NOKIA sales with 2,023 EURm, 2,678 EURm and 3,403 EURm in 2003, 2004 and 2005 respectively [see Appendix]. (Nokia Corporation, 2006) Through its continued profitability, the company has established 15 manufacturing facilities in 9 countries. It also conducts research and development projects in 12 countries. Its aggregate sales come from 150 countries. (Nokia Corporation, 2005) NOKIA faces the challenge of maintaining its competitive advantage and market share while expanding into emerging markets.   B. Assessment of Current Marketing Operations (6-8 pages)   1. Strategic Marketing Issues a.      Customer segmentation NOKIA segments its international market through geographic regions, customer types and buying behaviors. In terms of geographic regions, NOKIA has five markets, which are Europe, Africa, Middle East, Asia-Pacific and Americas. Based on its reports, the company still gains almost half of its sales in its home-base Europe followed by Asia-Pacific because of the sales contributions from China. In terms of customer types, the company segments its market into stable markets where it was able to maintain its leading position and emerging markets where the company targets to expand its business particularly in Latin America.  In relation to buying behaviors, NOKIA segments its markets according to usage patterns as well as size of orders. The company brings out different upgraded models every season and it also offers a variety of basic functional phones and luxury phones to meet different lifestyles. NOKIA develops its value chain to coincide with its market segments. According to  (1998b), customers expect to receive value in the product and service purchased from the company. The value that customers expect from a product or service are lower cost or lower price for an excellent product or service and optimum benefits to customers. Market segmentation of NOKIA fits the market environment since it is focused on expected demand. NOKIA makes sure that it develops and produces its mobile phone devices and application according to expected demand from its market segments ensuring that its products are bought relative to its competitors.     b. Market Selection/Focus             In a given market, NOKIA applies differentiated market segmentation. The company distinguishes the market according to different variables. First is selection based on the demands of individuals and business firms that explain its development of mobile devices applications that fits covers individual needs and those that provides business applications and software. Second is selection based on lifestyle such as basic functionality and fashionable mobile devices coinciding with differences in cost. Although, NOKIA seeks to conquer different segments of the market, the company relies more on individual demands for its sales when compared to business needs while in the second selection variables the company develop mobile phones that are both functional and fashionable but leaning more towards affordability. The company expects to increase sales by conquering large markets like what it has done with in China. This means that the company leans towards developing phones affordable to the general population but competes with the products of its competitors. These methods of market selection work in terms of long-term growth because the company is able to capture a respectable market share in emerging markets.                  NOKIA enters new markets by entering into joint venture and partnership agreements with operators and service providers in the market as well as through exportation and direct foreign investment in countries hosting its satellite production operations. The company is known worldwide which makes it easier for the company to choose and gain efficient business partners. c.      Value positioning     NOKIA positions its products based on the tagline ‘We call this human technology’ and ‘Only Nokia Human Technology allows you to get more out of life’ ( 2001) creating the impression on the minds of consumers that NOKIA is a company in touch with humanity because it seeks to enhance interpersonal relations through affordable, accessible, functional and creative mobile phone devices and applications. Through these taglines viewed in its different advertisements, the company successfully differentiates its products relative to its competitors because it was able to provide a human face to the company and the NOKIA brand that its strongest competitors were not able to do. The company was able to move the market to consider their choice of NOKIA phones as an expression of their personality and their lifestyle.   NOKIA considered the market environment in its product positioning decision because as mentioned earlier, its strategy is directed towards demand ( 2000). By linking personality and lifestyle with its mobile phone devices and applications, the company has created a market for its different phone models differing in features and price. This means that the company has a sure market for its wide range of products from its basic functional phones to its high-end fashionable mobile devices. The product customization implemented by NOKIA ensures that there is a phone fit for everyone.    d.     Recommendations In relation to market segmentation, NOKIA has distinguished the market into segments that effectively works towards increased sales. The company developed different mobile devices and applications that address the differing demands of the various segments of the market. There are mobile phones targeting individuals and there are also devices fit for business use. NOKIA mobile phones are affordable to provide access to the mobile technology to people in the lower income groups and there are also high-end phones to fit the lifestyle demands of people in the higher income groups. In creating value, NOKIA used its mode of market segmentation to offer both low cost and great benefits to its customers. Thus, NOKIA just has to maintain its market segmentation strategies to achieve continuous growth in the long run.   In terms of product positioning, NOKIA provides devices that reflect different personalities and lifestyles to ensure product sales in different segments of the market. Although, these resulted to the production of different models giving customers different alternatives the company was not able to create the ultimate mobile phone equipped with a complete state of the art features and applications. Comparing NOKIA mobile phone models shows that there are improved features in new models, but there are also deleted features of previous models. This may be part of the company’s marketing strategy to ensure that all its phone models are sold but for customers looking for the ultimate phone, they just have to choose based on preferred design and features.   2. Tactical Marketing Issues a.      Product/service development  NOKIA products and applications are competitive in the market. This is due to the efforts of the company to build a brand name and influence customer perceptions. According to (2001), NOKIA has established a single corporate brand name that represents its products in the market and it has succeeded in introducing its brand name to the extent that it can market different mobile phone models with just a combination of numbers as specific model names attached to the NOKIA brand. The same authors also state that NOKIA uses three strategies in creating a brand name. First is brand personality or giving every mobile phone a distinct personality that coincides with different human personalities. The company developed waterproof and heavy-duty phones for sporty and adventurous people and incorporated music, camera and video into a phone to keep up with customers attuned to multimedia technological innovations. Second is product positioning by differentiating its products and applications from its competitors through its human technology. Third is product design with colorful themes for fun-loving individuals and corporate themes for business demands.   NOKIA adapts its products to foreign markets by integrating the unique demands of a particular foreign market. In entering China, NOKIA offered mobile phones with multi-language applications including Chinese. The company also considers the products of competitors in new markets and available technology. b.     Pricing The price of NOKIA mobile devices is based on the market factors ( 2000). NOKIA, like any other business set its price at a level that provides the greatest possible profit relative to costs. However, the company also considers market factors such as the changing price of technology as innovations are made, the price of its competitors and the price that people are willing to pay for its mobile phones.  In terms of technology, NOKIA obtains licenses to use the technology developed by companies such as Symbian and Java to incorporate imaging and games into its mobile phone. Accessibility of technology determines the cost of obtaining licenses. In this case NOKIA increases production cost by incorporating these software into its phones accounting for a higher selling price.  In terms of the price of competitors, NOKIA and other mobile phone companies keep their prices relatively the same for equivalent models so that people choose in terms of mobile phone features. However, NOKIA was able to provide basic functional and creative phones at affordable prices unlike its competitors whose affordable phones are functional but bulky or drab. The price that people are willing to pay is another basis of pricing. The company bases its price on market demand. This is the reason why the price of mobile phones models is high a few months after introduction but decrease as demand wanes and new models are introduced. NOKIA introduced its mobile phones as fashion items with some models going out of style as new models are introduced. NOKIA has a competitive pricing strategy because it is flexible and dependent upon important market variables. c.      Distribution NOKIA has three channels of distribution for its mobile phones. First is through exclusive NOKIA shops located in malls and in strategic areas in its different markets. These marketing channels provides the best buying experience for customers because the shops are assured to have the different models in different colors and customers are also assured of product quality through service warranties. Second are through operators and service providers that make available network connections for NOKIA mobile phone users. These channels of distribution provide convenience to NOKIA buyers because price discounts are usually given for mobile phone devices and network connections when purchased in a bundle. However, these channels of distribution are not exclusive to NOKIA since operators and service providers are likely to be providing network connections for other mobile phone manufacturers. NOKIA has to develop ways of achieving competitive advantage through these channels of distribution. Other marketing channels are independent distributors or retailers. Retailers are most accessible to large segments of the market but the company has to make sure that it chooses its retailers to protect its brand name. These marketing channels contribute to increasing the value of NOKIA products because these connect the company with its customers. The different channels of distribution provide different levels of product accessibility ( 2000) that fits the different segments of the market. NOKIA captures greater market share by supporting strong brand name with various types of marketing channels. d.     Recommendations   NOKIA offers mobile phones with different personalities. A particular mobile phone has a distinguishing feature associated with a human personality. This means that NOKIA mobile phones are personality based. As a result, customers looking for a complete phone in terms of application features and design may not find the features they want in a single phone. Although NOKIA was able to diversify its products, it has this disadvantage.   NOKIA applies an effective pricing strategy that provides the company with revenue from the different market segments. Lower priced basic functional creative phones enable the company to gain market share and revenue from the lower income groups because their basic functional phones are also creative unlike other mobile phone producers.   Marketing channels in Europe and the United States have to comply strictly with industry standards in order to operate as distributors of different products. In the case of developing countries in Asia and Latin America, there are minimal standards for operations or standards are not strictly enforced. This increases the possibility of selling branded mobile phones that do not comply with international quality standards. This could become disadvantageous to NOKIA. The company has to coordinate with authorities in these markets to ensure that phones sold under its brand name comply with industry standards.               Appendix       Figure 1: Nokia Net Sales by Market Area in 2005               Figure 2: Nokia Net Sales in 10 major markets           2005 EURm 2004 EURm 2003   China 3 403 2 678 2 023 USA 2 743 3 430 4 488 UK 2 405 2 269 2 711 India 2 022 1 369 1 064 Germany 1 982 1 730 2 297 Russia 1 410 946 569 Italy 1 160 884 1 003 Spain 923 768 748 Saudi Arabia 897 750 547 France 870 604 867 Credit:ivythesis.typepad.com

Case Analysis of Nokia

CASE ANALYSIS OF NOKIA March 8, 2006 A. Current Situation 1. Compan...

COMMUNICATION: TEXT MESSAGING

CHAPTER 1 Introduction   “The Filipinos love to talk and to interact, thus the penchant for gossip, telebabad (the habit of engaging in long, often senseless conversations over the telephone) and, this time, text messaging.  The Filipinos are heavy users, not due to big businesses, but because it is one form of entertainment. Filipinos love talking.  Filipinos love interacting so much he is using text messaging as a medium” ( 2000).   It would be an understatement to say that text messaging, or texting, has revolutionized communication in the Philippines.  It has successfully entrenched itself into the unique Filipino lifestyle, becoming an indispensable part of every Filipino’s life.  Arguably, the most stellar contribution the cellphone has had in contemporary Filipino life is when it played a crucial role in galvanizing support for the EDSA 2, heralding its importance in today’s Philippine society.  (, 2001) It used to be that the cellphone was a status symbol; however, the rapid advances in telecommunications technology has enabled virtually anyone access to this technology due to the affordable price of the phones as well as the services it offers.  Interestingly, it is not the calls which are bringing in the sales, rather, it is the text messaging function which has been raking in all the income.  And it sure does make economic sense.  Figure this out, calls on landline phones cost about P5.00 for three minutes, while calls made to cell phones cost P9 per minute.  However, text messages, about 160 characters long, cost only a peso per message (, 2001).  To better appreciate its popularity, in 1998 alone, more than eighteen million text messages were transmitted in the country daily.  (, 2001) The youth have been quick to catch up with this technology.  It has, unofficially, become the status symbol of Filipino youth, who are now far more knowledgeable about a cellphone’s latest features than their parents.  Moreover, it has definitely created a unique venue among young Filipinos, where they could express themselves, starting out with the unique text lingo, and by the countless jokes, pieces of advice and graphics that could be sent through it.  Young Filipinos have used this technology to look out for dates; get to know potential beaus; meet new people, outside their current circle of friends; and essentially, become the glue that has bonded the barkada (close friends) together during happy days like gimik (fun-filled night-time activities) as well as during those sad days (breaking-up with the boyfriend).  Although no statistics are available as to how many De La Salle University (DLSU) students have a cellphone, it would not surprise the researchers if the incidence of ownership is almost 100%.  With a student population known for being in the forefront of whatever is hip or cool in today’s society, it would be interesting to know what the cellphone has done in changing, molding and improving the lifestyle of a typical La Salle student.  Although, not quite the image of a typical young Filipino (due to the predominantly upper middle class population in the university), the researchers would like to paint an interesting, accurate, even, earnest picture of what this landmark technology has done in shaping today’s Filipino youth culture, using DLSU as a barometer. In general, the study will point out the lifestyle changes brought about by cellphone usage, which have happened to DLSU students. This study will primarily focus on the advantages and disadvantages of cellular phone usage.  The Filipino youth has adapted nicely to cellular phone technology.  But are we really seeing the whole picture?  With this study, the researchers hope to provide a more in-depth look. Review of Related Literature Text messaging is a fairly recent phenomenon considering that cellular phones have been around for more than a decade.  However, it is such a hit that it has revolutionized how Filipinos communicate and it has certainly made a dent on the social lives of today’s intrepid Filipino youth.  The following topics on cellular phone usage will be discussed: its transition from status symbol to mass product, the importance of brand recall, the quality of the carrier service, facts about text messaging, prospective legislation on text messaging, the social aspect and financial cost involved in owning a cellphone, facts about text lingo and the coping mechanisms adopted by the students who own cellphones.  From mere status symbol to mass product In the late 80’s, people who were seen with a cell phone in hand were unmistakably from the higher bracket of society.  Today, however, cell phones are no longer used to merely show status symbol.  Anybody can actually own cellular phones since some units are sold at an affordable price.  The emergence of cost efficient subscription plans and pre-paid accounts have also widened the market base ( 1998).  There are several considerations before one chooses a phone. Among the first things people look at is the phone’s features.  People take into consideration features such as caller identification, text identification, voice tag, calendar, automatic redialing, voice mail and call screening, among others.  Comparing the features of the cellular phones today to the ones before, it is evident that the modern models are more useful and more user-friendly.   Cellular phones are more useful now as one can make notes and organize schedules.  It also provides for personalized and related information needed for business or household on a daily or weekly basis.  Cellular phones are user-friendly as it allows for multi-tasking, like reading or sending text messages and calling with the use of head sets without even touching the phone as it will dial a number by just merely mentioning the name of the person you want to call through a voice tag.  Another thing people look at is the unit’s design.  Size and weight are important factors. During the late 80’s and early 90’s, phones were bulky and heavy, making it difficult to bring along.  Now, the smaller the cellular phone, the better it is, because people want something they can easily carry around.  People want a unit that looks good so that they too would look good.  To others, that is the reason people actually buy accessories for their cellular phones.  So many shops can be seen selling cellular casing and housings, keypads, and backlights, as well as providing ringing tones, operator logos, and picture messages as a way for the cellular owner to personalize his unit.  People want their phones to become a part of them, thus they spend so much so that part of their character is transferred to the phone.  Brand Recall Another strong selling point is the unit’s brand name.  “Buyers tend to choose also on the basis of name recall,” ( 1999).  A brand name has to be built on a good and consistent reputation. Ever since the start of GSM in the Philippines, Nokia, one of the leading cellphone brands, has been consistently included in the print and commercial ads of Globe.  Globe Telecoms is one of the leading telecommunications provider in the country.  This is so because Nokia was one of the first innovators and cellular phone manufacturers that utilized SMS (short messaging service) in Europe through the digital GSM communications system.  In 1991, the world’s first genuine GSM call was made using Radiolinja network (the first GSM operator in the world).  Nokia became the first manufacturer to have a large-scale production-ready GSM phone with the Nokia 1011 series ().  In 1993, Nokia was the world’s first SMSC (Short Message Service Center) taken into commercial use in Europolitan’s Nokia network paving the way for the cellular company to be the first manufacturer to launch a series of handportable phones for all digital standards (GSM, TDMA, PCN, Japan Digital). The Nokia 2100 was the world’s smallest and lightest family of digital products ().  In 1995, Globe Telecoms released a distinct commercial of which the ad featured a mute couple communicating through text messaging using Nokia 2110 units.  Nokia for one has captured 87% of the cellular phone market in the Philippines alone virtually overtaking Motorola when there came a shift in the service format from analog to digital (, 1999). Carrier Service Another basis for choice is the carrier’s service.  Coverage, cost, capability, and capacity are just four issues to consider in telecommunications, ( 2000). Coverage pertains to the number of cell sites covering the entire archipelago.  Cost is how affordable the service is.  Capability is to how these service providers render 24-hour available service to their subscribers.  Lastly, capacity is how much load of calls and messages and other service related features that their system can handle. “In the end though, people will choose the phone, which makes them happy.  Meaning, if the phone has features that the person really needs, if it has low maintenance and if it “looks like it’s owner” chances are the person has found the right phone for himself.  In addition, choosing a certain kind of cellular phone boils down to fulfilling one’s communication needs” (, 1996).   Text Messaging SMS is a cellular phones’ service ability to send and receive text messages via digital mobile phones.  It’s short because each message is only up to 160 characters in length for the Latin alphabet, and 70 characters for non-Latin alphabets such as Arabic and Chinese Sending text messages does not require making a phone call.  People merely type in a message and the recipient’s phone number, hit the phone’s send key and off it goes to the operator’s message canter, which forwards it to the recipient.  Because messages are exchanged over the frequency the network uses to identify phones rather than the frequency used for making phone calls, messages can be sent and received the instant the phone is turned on and can even be received when a call is on progress”.  This assures that all messages are readily sent and can be readily received within the day. Text messaging has also come in handy for students and the working class since last minute reminders and assignments could easily be relayed via text.  Information such as dates and venues of meetings, parties and the like could also spread easily via text. Despite this, there are still other people who use text messaging as a source of fun and amusement.  They would text people just to annoy and harass them.  Still, others would even engage in economic sabotage, like spreading text messages about bank holidays of certain banks. .  The success of SMS has been attributed to cheaper pricing than voice calls.  In particular, the Filipino youth, enjoy texting back and forth.  It is relatively simpler and maybe even more economical than making a voice call.   It is currently the most widely used mobile data application for person-to-person messaging.  Most Filipinos have taken advantage of this fact and have adapted this technology for enhancing information access and communications. ( 2001) There are already other innovations that have evolved from text messaging technology.  Wapit Ltd., headed by , has devised a software that allows mobile phone users access on the net. They developed a software using Wireless Application Protocol (WAP) which gives mobile phone users cut-down versions of some web sites.  This technology will enable people to buy movie tickets over the phone or to make reservations at restaurants. The History And Future Of Texting             According to the Mobile SMS and GSM Association sites, the first text message was supposed to have been sent in December 1992 from a PC (personal computer) to a mobile phone on the Vodafone GSM network in the United Kingdom.  Since then, its popularity has grown worldwide.              Two networks, Globe Telecom and Smart Communications, currently dominate the Philippine cellular phone market.  According to an article in the Philippine Daily Inquirer dated July 10, 2000, the Philippines claims to be the world’s text messaging capital, with reportedly more than 32 million text messages passing through the networks of Globe Telecom and Smart Communications each day.  However, if the figures cited at the Mobile Lifestreams site at  for the European SMS volume are correct, Germany would outtext the Philippines.  While the figure for the Philippine market, would give you 960 million a month, compare this to the supposedly 1 billion text messages the Germans sent in May 2000, when the total SMS volume for that month in the European market was 4 billion.  Still, the site cautions that these figures should not be taken as gospel truth, since they are approximate and based on input from the industry players themselves, just as in the case with the Philippines.              Another telecommunications company in the country, Nextel capitalizes on its high-speed data networks such as General Packet Radio Service (GPRS).  This form of communication is also coursed through a secure high frequency one-way radio wave.              The GSM association has predicted that SMS as we know it today would still be used until at least 2005, and that WAP would be one of its drivers.  One of the main applications for SMS would be an alert service to let you know of incoming email messages.  When roaming, messages could be delivered via SMS since the store-and-forward nature works well with different time zones.    The Internet, however, is now also changing the text experience just as it is reinventing practically everything anyone does throughout the globe.  A person can already do practically everything on the Web, including sending SMS.  Sites like Unimobile at  and Quiosat allows Internet surfers to send SMS for free over the Web.  In the case of Quios, a Q-Messenger application at the site allows a customer ten (10) free text messages a day which can be sent to someone’s mobile phone.  (, 2000) Meanwhile, Unimobile offers an unlimited number of text messages, plus a whole gamut of mobile devices apart from cellular phones, including pagers, personal digital assistants such as the Palm VII.  All these portable digital gadgets are capable of receiving text messages.  A user can download the Unimobile application for free from the site so that it resides on his PC and he can configure his mobile device so that it can receive text messages and electronic reminders even when he’s offline.  Unimobile is now also offering a beta WAP (wireless application protocol) – based version.  These kinds of services allows for text messaging from the internet to cellular phones.  Locally, Globe’s site at  offers an SMS center, which allows an Internet surfer to send SMS to any Globe handyphone subscriber, (2000).   Why Text Messaging Is Popular In The Philippines The article, “Why Filipinos Love Text Messaging”, says that the main purpose of text messaging is to cut down on call costs and to make the phone double as a pager.  Today’s cellphones have the pager’s capacity of handling text messages sans the operator.  The convenience of a GSM phone is illustrated in this example, “You’re driving down Makati to meet a friend for coffee in Starbucks 6750 and you’re stuck in EDSA traffic.  To spare you some agony, you send your friend a message: WIL B L8 4 ABT 15 MINS”.    Filipinos also want and love to be in touch.  A perfect piece of evidence is the message that the Filipinos transmit usually ends with a question mark and not a period.  An example from this article is – ‘Hi Jed! Musta na? Gud a.m.! -J’ of course Jed would be forced to text back.  Other examples given include the ability to “talk”  in a noisy bar or dance club. Texting also allows greater freedom of expression seen through the messages that’s why Filipinos send many jokes, quotes and sayings via the phone.  (). Of course, there is also a negative side to text messaging.  Schools in all levels have been one of the first institutions to act on text messaging.  Due to complaints from teachers that students were sending and reading text messages during lecture hours, the Department of Education Culture and Sports (DECS) had to take action, such as temporary confiscation, so as to instill discipline among the students, ( 1998).  Since misdeeds even include sending each other the answers while taking a test, the DECS eventually banned the use of mobile phones in grade schools to stop kids from cheating.   Usage in high schools and universities has also been highly regulated.  Another downside to text messaging, or cellular phone usage in general, is the personal loss of privacy.  It is normally compromised to a certain point since a person is easily reachable, although the user can always turn his unit down or ignore a call.  Finally, there have been some findings that drivers get prone to accidents more by “texting” while driving.  The Traffic Management Group report showed that from 1998 to 2000, road accidents caused by motorists using cellular phones while driving had increased. From three reported accidents in 1998, it climbed to 14 in 1999 and to 40 in 2000.  (, 2001) With the popularity of pre-paid text messaging, some people abuse their anonymity because pre-paid users don’t have any records of their name nor billing address.  People have been known to receive lewd messages and threats by text. April fool’s day jokes are not that funny anymore when sent through text because some people tend to believe in it.  One said the Pope has died then another message started spreading that President Estrada also died asking for prayers and it turned out to be untrue. Prospective Legislation On Text Messaging In an article by  of The Philippine Daily Inquirer entitled “Txtrs: B-ware: Gov’t Out To Get You”, then President Estrada ordered government officials to study “legal measures” to control, if not stop, “destabilizing” text messages such as those that attacked the banking sector; (e.g. rumors from text messaging spread around that a certain bank is getting bankrupt). With the increasing popularity of cellular phones, different types of messages can been sent. Some messages can be vulgar and unethical.  This could be compared to the pornography present in the net. According to then Transportation Secretary ., it is not only impractical to monitor text messaging, because of the volume of messages sent, but also unconstitutional to trace the origin of malicious text messages.  He said that, “Monitoring and maintaining records of messages may also infringe into the right of individuals to private communication”. To minimize such abuse, the government, in cooperation with the two major cellular companies, Smart Communications Inc. and Globe Telecom, will implement three measures to “minimize effects of malicious messages” on SMS.  These are massive information drive on responsible texting, the establishment of call centers where customers can verify the veracity of text messages and a creation of a memorandum of agreement among National Telecommunications Commission (NTC), the cell phone companies and KBP members to “immediately broadcast the truth behind any malicious text messages sent through the SMS”.  But some critics say it is impossible, technically and financially, to trace the source of destabilizing text messages (, 1999).  Government has recognized the power of this communication tool, and that is why they are tasking NTC to set up limitations. The Social Aspect of Owning A Cellphone Some people find fulfillment in the things they do or have done.  Others find this in the person they have become.  Still, others find their mode of fulfillment in the things they own.  For some people, owning a cellular phone would somehow give them a sense of pride.  For example, a person may think that he would have to work hard in order to reward himself with a cell phone.  Thus, he becomes motivated to work and do his best.  This motivation can either be intrinsic or extrinsic motivation.  In intrinsic motivation, it is the internal stimulus that pushes one to act.  The person works not for medals or anything tangible, but for the personal satisfaction for accomplishing their work and attaining their goals.  Extrinsic motivations, on the other hand, are those based on incentives, those that come from the external environment.  They can either be praise or other forms of rewards. Some people would make use of the cellular phone as a means of reinforcement and extrinsic motivation, ( 1999). Owning a cellular phone would also somehow give a person a boost with regards to his self-esteem.  Imagine being among a crowd who all use cellular phones and you do not own one.  The person would somehow feel out of place. It becomes an issue of being “in” with the crowd.  It is a given that people get their feeling of equal status relationships from their friends or peers.  People also get a sense of protection when they deal with other people, as best exemplified by the tribal groups.  Social control also comes about when dealing with social relationships.  This focuses mainly on a group’s approval or disapproval of a certain act.  People will tend to act in accordance to the group so that he would look good to the other members. “Issues such as acceptance, popularity and group solidarity are paramount” ( , 1994).  Recreation is also a function of social groups.  This is in order to get away from the drudgery of work or life.  When people interact with others, they learn new things.  It is also through their social interaction that people learn to follow certain fads.  Influences of the society and culture as a whole are hard to avoid.  This can be seen through the way people follow the latest clothes that people wear, the music they listen to and now, to the type of cellular phones they own. Through the use of cellular phones, one can actually make up one’s own identity.  This happens mostly when people look for textmates.  One can hide within the world one has created.  This behavior can be exemplified by this example.  Groups of friends are sitting in a bar but are busy tapping away on their keypads.  Instead of it being a time of catching up on lost time or bonding, they become absorbed in their own world of texting.  They hang out with their friends physically but are mentally not there.  As a result, it appears to be a total disregard for the other person’s presence, and somehow implies disrespect for the other person.  This behavior can be damaging to the formation of lasting friendships and it defeats the purpose of   bonding whenever friends get together. The Financial Cost Owning a cell phone can actually be a burden to the pocket since people have this desire for personalizing their phones.   Add to this, the cost of prepaid cards.  The minimum value for a prepaid card costs varies from not less than three hundred pesos (P300.00) to one thousand pesos (P1,000.00).   Subscription plans are also costly as it has minimum monthly payment of six hundred pesos (P600) for an advantage plan and minimum of two thousand five hundred pesos (P2,500) monthly for executive plan.  Repair and maintenance of the phones can also be costly.  Text Lingo According to , “language is a vocal symbolism of speech with its related bodily gestures and mechanical signals which give precision and finesse to communication” (, 1998).  It is used primarily for communication.  Communication does not always have to take place in a face-to-face manner. People can make use of other means for communication such as telephones and radio.     Cellular phones are used not only for calls but also for sending text messages as well.  Thus, the cellular phones have become mechanical aids to writing.  With the popularity of text messaging nowadays, writing has also taken a new form.  It would be too much of a hassle if people were to type whole words on the cell phone since the cellular phones have only a limited character space.  In order to save space and to be able to type more on the cell phone, a new form of vocabulary is being used by the texters.  Texters make use of shortened forms such as “C U L8R” for “See you later” and “HW R U?” for “How are you?”  Sometimes, this form of vocabulary is carried on to the actual writing process unconsciously. (, 1999).  The development of this text lingo has slowly become entrenched among cellphone users with the youth primarily driving its innovative and creative nature. Coping Mechanisms             Understandably, adjustments will be needed by the users of cellular phone to be able to cope with the stress.  Coping mechanisms allow the individual to deal with the stress.  Coping is either categorized as defensive and direct. (, 1979)  Defensive coping involves either mental or physical escape from the situations, while direct coping involves an analysis of what the problem is, how it came to such, and how one can respond to it.  It also includes plan of adjustment of the person, and a list of new approaches in life that they may use in adjusting. (, 1986)  It is clear that without the coping mechanisms for an individual to hold on, life would be intolerable.  Relating it to this study, cellular phone usage has impeded on the privacy of the user to a point that one has to either ignore the call or just turn off his unit. Synthesis             The review of related literature illustrated the impact of cellular phone usage in the Philippines.  It began by discussing the transition of the cellular phone from a mere status symbol to an important personal gadget.  It discussed the technology behind text messaging and the importance of the carrier services.   With the widespread use of this technology, the review enumerated the main reasons why text messaging is highly popular here in the Philippines.  The cheap cost of text messaging has enabled many Filipinos  all over the country to make it their favored medium of communication.  A brief history of texting as well as its future were also discussed.  The prospective legislation regarding malicious text messaging was also discussed.              Three aspects of the respondents’ personal lives were examined; namely, financial, psychosocial and academic.  For each of these aspects, coping mechanisms were identified.  Finally, a short discussion on these coping mechanisms was made to relate it to cellular phone usage.    Statement of the Problem Undeniably, cellular phone usage has impacted on the lives of young Filipinos.  This study wants to know what lifestyle changes have occurred to a sample of today’s Filipino youth, namely, the students of DLSU.  Specifically, the study aims to answer the following: 1.      From a social dimension and on a personal level, what have been the advantages of cellphone usage? 2.      From a social dimension and on a personal level, what have been the disadvantages of cellphone usage? 3.      How have these advantages and disadvantages affect the academic aspect of the respondents’ lives? 4.      How have these advantages and disadvantages affect the financial aspect of the respondents’ lives? 5.      How have these advantages and disadvantages affect the psychosocial aspect of the respondents’ lives? 6.      Based on the financial, academic and psychosocial aspects, how have the respondents coped with the adjustments in their daily cellular phone usage? Definition of Terms             For a better appreciation of the study, the following are the operational definition of the pertinent terms mentioned.             Cellular Mobile/Phone is a mobile communications device that uses a combination of radio transmission and conventional telephone switching to permit telephone communication to and from mobile users within a specified area. This also refers to the gadget used by the respondents in sending and receiving text messages.              Early adulthood refers to the period that begins around the end of adolescence, somewhere between the age 18 and early 20’s.  This is a period characterized by relative independence, financial and otherwise, from parents and the acceptance of responsibility for ones actions.  Operationally, this is the stage where some of the study’s respondents qualifies. GSM, which stands for Global System for Mobile Communication, is a format for a digital cellular phone that provides service to send and receive text messages.  Also, this kind of format restricts cloning as cellular phone service is accessed through a SIM card.  This is the format used by the study’s respondents for their cellular phone service. Prepaid Account refers to a type of subscription where there are no billing statements as subscription is maintained through the purchase of prepaid call cards.   Prepaid Call Card refers to a card of fixed value which, when used together with a Prepaid SIM card, allows a person to make cellular mobile telephone calls and send text messages. When used, the amount indicated is loaded into the user’s prepaid account. TY refers to the type of payment for subscription wherein a specified amount of credit is ready for use by loading it to a pre-paid account by which some of the study’s respondents avail of. SMS, which stands for Short Messaging Service, is a cellular phones’ service ability to send and receive text messages via   digital mobile phones provided by GSM service companies.  It refers to the type of messaging feature that the study’s respondents’ use for their cellular phones. Subscriber Identity Module Card (SIM Card) determines the phone number and allows one to store data (phone numbers, messages, etc.) wherein the user restricts cloning of the cellular phone accounts due to its exclusive handling.  The SIM card is where subscription is centralized, and is first registered in the service providers’ database for further activation.  SIM cards are classified into pre-paid and line accounts.  Telecommunication refers to long-distance communication. At present, such communication is carried out with the aid of electronic equipment such as the radio, telegraph, telephone, television and computers with internet subscription. Operationally, it refers to the technology in which communication is done by the use of mobile cellular phones.  Text Messaging refers to cellular phone messaging which is capable of 160 characters per message in length for the Latin alphabet, and seventy (70) characters for non-Latin alphabets such as Arabic and Chinese.  Operationally, it is the exchange of messages between two or more GSM cellular phones wherein message is entered through the use of a cellular phone’s keypad.  Primarily, this is the subject of the study. Significance of the Study             This study will be a barometer on how college students have managed to cope with a technological innovation like the cellphone.  Specifically, it will describe the psychosocial, financial and academic aspects of text messaging on the lives of college students studying in De La Salle University.  This study will provide a sketch of how college students cope and how they have used this technology in making their lives become better.   Hopefully, this will provide parents, school administrators, peers and other researchers an insight into the behavior of college students with regard to the life changes that happened to them due to a technological innovation.             This study will also provide another dimension to many studies being currently done on the text-messaging phenomenon in the Philippines.  Specifically, the information that will be provided in this study can be part of a more holistic study on the problems and concerns today’s Filipino youth which would surely interest Filipino psychologists and child care development specialists.    Due to the broad effects cellular phone use has on today’s youth, this study can even be a springboard to related studies focusing specifically on the other aspects related to cellphone usage, like family relations and family conflicts arising from it.  This study will also help cellular phone companies get a better understanding of the importance of a cellular phone to today’s young Filipino.  The cellular phone companies think-tank can use the information in this study to better understand what features of the cellular phone appeal to young people and how better to address their needs without pegging a steep price that may alienate the youth market.  With cellular phone technology rapidly changing, this study can help the marketing departments of these companies prepare their campaigns in such a way that the new features of their newer models appeal to the Filipino youth market. Finally, this study can help today’s Filipino youth take a closer look at themselves, and be a point of reflection, on their individual personal lives, deliberating whether the technology has become a hindrance or an asset to their lives.                 Scope and Limitations This study focused primarily on how cellular phone usage has impacted on the lifestyle of a DLSU student.  Specific attention was given to the advantages and the disadvantages of cellular phone usage to their individual personal lives.  Focus was also given to the analysis of the advantages and disadvantages of cellular phone usage in the respondents’ daily lives.  Only three aspects was used; namely, financial, academic and psychosocial. Based on these three aspects, the study  analyze the coping mechanisms the respondents had to undergo with regard to their daily cellular phone usage. The respondents of the study were limited to currently enrolled DLSU-Taft students.  The study focused only on cellular phone use, specifically on its text messaging function, and not on other interrelated technology like the WAP and the Internet.  The study also gave an overview on the history and future of text messaging as well as a brief discussion on the popular carrier services and how they developed their brand names. Credit:ivythesis.typepad.com

COMMUNICATION: TEXT MESSAGING

CHAPTER 1 Introduction “The Filipinos love to talk and to interact, thus the penchant for gossip, telebabad (the habit of engaging in...