(Hidden) social influences in switching mobile service platforms

  title={(Hidden) social influences in switching mobile service platforms},
  author={Virpi Kristiina Tuunainen and Tuure Tuunanen and Fiona Fui-Hoon Nah},
During the past few years, the mobile industry has gone through a radical change from business focusing on excellence in device manufacturing and supply chain management to ecosystems around successful focal players, such as Apple and Google, controlling these service platforms. In order to compete in this environment, these firms need to understand what makes a consumer switch between these mobile service platforms. To that end, we conducted an inductive qualitative study with university… CONTINUE READING
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