The Research on the Key Success Factors of Mobile Internet with Interpretative Structural Modelling

Jiangping Wan, Yahui Zhu, Lianyu Liang

School of Business Administration, South China University of Technology, Guangzhou, China.
School of Business Administration, South China University of Technology, Guangzhou, China;.
School of Business Administration, South China University of Technology, Guangzhou, China; Institute of Emerging Industrializa- tion Development South China University of Technology, Guangzhou, China.

DOI: 10.4236/ib.2013.53013                

Abstract

Today mobile Internet is a rapidly rising area. How to deal with the disruptive transition? This paper is intended to study the success factors of mobile Internet with grounded theory and it is the result that 17 success factors are identified. Then the following top 10 key success factors are found out through the questionnaire: the user traffic and scale, product and service innovation, keen market environmental sense, the user experience and business model innovation, core technology, the development of mobile terminals, e-commerce and online payment services, customized services and applications of cloud computing and big data. Finally, interpretative structural modeling (ISM) is applied to analyze the relationship among the key success factors and the root key success factors of mobile Internet were figured out, as they are product and service innovation, keen grasp of market environment, the user experience and core technology. The results will be enlightened for the enterprises of mobile Internet, mobile phone manufacturers and operators.

Keywords

Mobile Internet; Key Success Factors; Grounded Theory; Interpretative Structural Modeling (ISM)

Conflicts of Interest

The authors declare no conflicts of interest.

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