Online published on 17 April, 2012.
Adoption of new technologies and deeper penetration of new services is prerequisite for expanding mobile services market. It has been the experience of many a marketers that even if the newer services are superior in terms of their utility and value, their acceptance and adoption is not happening at the pace it should have been. To expedite the process of new technology/service adoption, there is a need of strategies which are based on sound understanding of consumer psyche. The present study aims at analyzing
