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Conference Paper
Demand Forecast and Market Development Strategy for Corporate Portable Internet Market
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- Authors
- Moon Koo Kim, Jong Hyun Park, Kyoung Yong Jee, Sun Mi Lee
- Issue Date
- 2006-07
- Citation
- Portland International Conference on Management of Engineering and Technology (PICMET) 2006, pp.1772-1780
- Language
- English
- Type
- Conference Paper
- Abstract
- The portable internet market, touted for its strong potential since its formative stage, has been recently receiving renewed attention for the prospects of its corporate segment. The new technology makes it possible for corporate customers to easily connect to internal information systems and conveniently access the internet from outside locations, in wired as well as wireless mode, and has the potential to improve efficiency and productivity in customer management, inventory management and logistics. In this paper, we predict the demand in the corporate portable internet market and suggest business strategics for market development. To do this, we conducted a series of focus group interviews (FGI) on corporate employees -general employees and sales department employees- and surveyed 300 companies located in the Seoul and metropolitan area and employing 50 workers or over. We analyzed the results of this survey and interviews to measure the potential intention to use portable internet service and identify usage behaviors and patterns, and present implications for marketers at the level of deployment strategy. (c) 2006 PICMET.
- KSP Keywords
- Customer management, Demand forecast, Focus group interview, Information systems(IS), Intention to use, Internet service, Inventory Management, Market development, Metropolitan area, New technologies, deployment strategy