News & Events
Customer-oriented research at Icecom The change in the overall structure of the telecommunication industry is evident. The industry is undergoing a fundamental transition, giving way to Internet Protocol (IP) based communication which will significantly improve the delivery of voice, video and data connections between people. Especially when the technology is new it is extremely important that the technology provider is customer-oriented. Icecom’s Marketing Analyst Hanna Okkonen has done Academic study “Accepting New Technologies in Small Businesses” for Oulu University’s Department of Marketing. Research studied Internet-based phone and communication services connected with broadband services of the cable TV company. “The research is significant because new technologies play important role in today’s competitive environment and affect substantially the customer satisfaction of companies. New technologies help companies to develop their operations more to become efficient, and that way provide better service for their customers”, Hanna Okkonen explains. The research showed that the main reason why small businesses decide to take new technologies in use is the competition in their industry. Small companies feel that new technologies will help them to stand out from the competitors. The advantages of the new technology, such as ease of use, perceived usefulness and the know-how of the provider also affects the decision to take new technologies in use. Small businesses often lack technological expertise, so it is advantageous for them to co-operate with a provider with technological expertise and that way ensure their own technological development in the future. The technology provider also plays an important role in the accepting process. The provider should make sure that the customer has all the necessary information about the use of the new technology. Inadequate information may lower the perceived usefulness and that way decline the utilization rates of the technology. “That is one reason why it is important for the customer to select a provider that is reliable, customer oriented and aware of the technology accepting process and the factors affecting it. This increases the customer’s success of taking new technology in use”, Hanna Okkonen points out. More information: Mrs. Hanna Okkonen Marketing Analyst Icecom Mobile +358 45 6701415 Ms. Riikka Poutiainen Icecom
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Tuesday 03/02/2006 |