Mobile Service Bundles: The Example of Navigation Services

14 years 19 days ago

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In this paper we explore which bundles of services are attractive to users. We look specifically in bundle composition with navigation services as core, and travel and entertainment related services as complementary services. Pricing is an important criterion as well. We use conjoint measurement as a tool to assess which combination of services and price the most attractive for users. We find that enhanced services, services that reinforce the functionality of the core navigation service are more relevant than supplementary services. Traffic information, safety alerts and parking support have positive utilities. However, pricing has a higher predictive value.

Harry Bouwman, Timber Haaker, Henny de Vos

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