Mobile internet 2.3 MOTIVATIONS FOR ENGAGEMENT IN MOBILE INTERACTIVITY Uses-and-gratifications research20 has identified gratification factors for cellular telephony such as sociability, relaxation or entertainment, instrumentality or acqui- sition, reassurance, and fashion and status21. From the consumers' perspective motivations for the use of mobile wireless data communications are often rounded in lifestyle criteria and may focus on communications, and convenience 22. Communications, comprising e-mail, text and multimedia mes- saging, and mobile instant messaging, has the potential to become the killer application", similar to its function for the Internet. Forecasts for the use of mobile interactivity underline the growing popularity of entertainment services such as multiplayer games or music downloads 23. Convenience is also a promising factor Mobile interactivity offers instant gratification. If conducting certain transactions via mobile devices is more convenient, e.g., due to the integration of barcode scanning technology, then mobile commerce could become a key driver for using mobile interactivity. The necessary precondition is mobile usability and ease of mobile Internet navigation The motivations for media companies to expand their services onto new digital platforms and to engage in mobile interactivity are brand and customer relation- ship management and the creation of multiple revenue streams. Integrating mobile wireless platforms into a digital multiple-platform strategy will build on existing brands' identity and will extend the reach of the digital media brands into markets without significant PC penetration. Thus, a mobile strategy will not only deepen the relationship with existing customers, it will also open the potential to acquire new customers. Mobile revenue streams can have multiple sources, subscription from customers, advertising revenues from cross-promotion, and revenue-sharing agreements with network operators Mobile network operators have past, focused primari speed at which they can enlarge their customer base. They must now direct their focus to profitability and rethink their strategic approaches. To define a unique value proposition for their customers, they turn to content providers who in return gain bargaining power. Telecommunication companies are dependent oviders since they do not have the core competency to create the appealing content that may generate revenue. Media companies are dependent on the new mobile distribution platform and the customer contacts and billing relationship of wireless operators. Since there is the potential for a shift of power from the net work operator to the content provider, the next section will discuss the emerging co-opetition 24 between the media and telecommunication companies 20 The uses-and-gratifications-approach is concerned to identify how people use the media to gratif their needs, in contrast to the previous media effect paradigm that asked what media do to the 21 See Leung/wei (2000) 22 See Nobria/leestma(2001) 3 See Jupiter MMXI(2002): Durlacher Researcb(2001), p. 96 24 See Nalebuff/Brandenburger(1996)2.3 MOTIVATIONS FOR ENGAGEMENT IN MOBILE INTERACTIVITY Uses-and-gratifications research20 has identified gratification factors for cellular telephony such as sociability, relaxation or entertainment, instrumentality or acqui￾sition, reassurance, and fashion and status21. From the consumers’ perspective, motivations for the use of mobile wireless data communications are often grounded in lifestyle criteria and may focus on communications, entertainment, and convenience22. Communications, comprising e-mail, text and multimedia mes￾saging, and mobile instant messaging, has the potential to become the “killer application”, similar to its function for the Internet. Forecasts for the use of mobile interactivity underline the growing popularity of entertainment services such as multiplayer games or music downloads 23. Convenience is also a promising factor. Mobile interactivity offers instant gratification. If conducting certain transactions via mobile devices is more convenient, e.g., due to the integration of barcode scanning technology, then mobile commerce could become a key driver for using mobile interactivity. The necessary precondition is mobile usability and ease of mobile Internet navigation. The motivations for media companies to expand their services onto new digital platforms and to engage in mobile interactivity are brand and customer relation￾ship management and the creation of multiple revenue streams. Integrating mobile wireless platforms into a digital multiple-platform strategy will build on existing brands’ identity and will extend the reach of the digital media brands into markets without significant PC penetration. Thus, a mobile strategy will not only deepen the relationship with existing customers, it will also open the potential to acquire new customers. Mobile revenue streams can have multiple sources, subscription from customers, advertising revenues from cross-promotion, and revenue-sharing agreements with network operators. Mobile network operators have, in the past, focused primarily on growth and the speed at which they can enlarge their customer base. They must now direct their focus to profitability and rethink their strategic approaches. To define a unique value proposition for their customers, they turn to content providers who in return gain bargaining power. Telecommunication companies are dependent on content providers since they do not have the core competency to create the appealing content that may generate revenue. Media companies are dependent on the new mobile distribution platform and the customer contacts and billing relationship of wireless operators. Since there is the potential for a shift of power from the net￾work operator to the content provider, the next section will discuss the emerging co-opetition24 between the media and telecommunication companies. Mobile Internet sbr 54 (4/2002) 357 20 The uses-and-gratifications-approach is concerned to identify how people use the media to gratify their needs, in contrast to the previous media effect paradigm that asked what media do to the people. 21 See Leung/Wei (2000). 22 See Nohria/Leestma (2001). 23 See Jupiter MMXI (2002); Durlacher Research (2001), p. 96. 24 See Nalebuff/Brandenburger (1996)