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Strategies for ICT product diffusion: the case of the Korean mobile communications market

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Abstract

The purpose of this study was to analyze the mobile communications market before and after saturation and to discuss the changes in diffusion factors by the ICT generations in order to understand the effects of overshooting and innovations. According to the analysis, (1) the expansion of ICT products is increasingly influenced by innovation due to overshooting occurs after market saturation, (2) SNS, a topic of intense contemporary significance, impacts the spread of ICT products by creating social networks, and (3) as the technology generation progresses, the innovation effect increases and the imitation effect decreases for ICT product spreading. These results imply that technology innovation is the most important strategy for ICT product distribution. Because post-adopters have a high desire to consume new ICT products, technological innovation can cause demand among post-adopters.

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Authors and Affiliations

  1. Division of Management Information Systems, Sogang Business School, Sogang University, Seoul, 121-742, Republic of Korea

    Sang-Gun Lee & Eui-bang Lee

  2. Administration Part, Gyeonggi Tourism Organization, Suwon, Republic of Korea

    Chang-Gyu Yang

Authors
  1. Sang-Gun Lee
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  2. Eui-bang Lee
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  3. Chang-Gyu Yang
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Corresponding author

Correspondence to Chang-Gyu Yang.

Appendix

Appendix

See Table 10.

Table 10 The number of subscribers in the Korean mobile communication market and the Korean population
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Lee, SG., Lee, Eb. & Yang, CG. Strategies for ICT product diffusion: the case of the Korean mobile communications market. Serv Bus 8, 65–81 (2014). https://doi.org/10.1007/s11628-013-0187-9

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