Divergent meaning of convergent mobile phone from generic mobile phone.

Kim, Moon Seop ; Kim, Yong Cheol ; Kim, Jae Il 等

INTRODUCTION

In 2009, more than 95% people use mobile phones in Korea. Generic mobile phones became one of the necessities in modern society, replacing cord phones. However, with the arrival of the digital convergence era, there has been a change in the mobile phone market. To increase sales and profit in the matured mobile phone market, handset makers and mobile communication providers competitively introduced convergent mobile phones and services. They tried not only to make the 'pie' bigger but also to take the pie. Therefore, to survive and win the competition, it was required to understand how consumers use the newly introduced convergent mobile phones and services and what are the meaning of the phones and services for consumers.

Since the digital convergence era arrived, fusing industries, technologies, and contents (Hanson, 2000), various forms of convergence products are overflowing the market. Convergence products are single products that have the features of two or more separate products (Covell, 2000), for example mobile phones that act as game consoles, cameras, and mp3 players, or the internet TV which is the convergence of TV and internet.

The background of convergence expansion can be explained through consumer needs and technology. On the consumer side, consumer needs have varied and changed rapidly and it has become hard for companies to meet the needs, therefore innovation was required. This innovation can be divided into 'innovation as invention', which is creating something that didn't exist, and 'innovation as recombination', which is recombining existing products (Hargadon, 2003). However, since 'innovation as recombination' is less expensive and less risky than 'innovation as invention', convergence based on the 'innovation as recombination' has become popular. On the technological side, the increase of broadband services and microminiaturization became the base for the introduction and expansion of convergence.

The generic mobile phones have developed into convergent mobile phones, loading entertainment, commerce, information features in addition to its communication features. Communication features include voice, SMS (Short Message Service) and MMS (Multimedia Message Service), and entertainment features include games, DMB (Digital Multimedia Broadcasting), a digital camera, a camcorder, and an mp3 player. The supported commerce functions are stock trading, transportation card, credit card, and mobile banking, and information functions are scheduling, wireless internet, navigation, etc. Companies are introducing various convergent mobile phones to increase their profit by fulfilling consumers' many needs (Wind & Mohajan, 2002). However, consumers feel a feature fatigue from the excessive functions (Rust, Thompson & Hamilton, 2006) and look for simple generic mobile phones, or are not satisfied by the functions of convergent mobile phones and instead use specialized gadgets. The reason consumers do not show the reactions that companies expect, is because companies do not fully understand the meaning that consumers have of convergent mobile phones, or because convergent mobile phones do not fully apply these meanings.

To solve these problems, this article explores the meaning of generic mobile phones and the meaning of convergent mobile phones by analyzing consumers' experiences of generic mobile phones and convergent mobile phones. Also, this article suggests implications about how to make convergent mobile phones to meet consumer needs. For these purposes we chose a phenomenological approach, which is an approach that figures out the fundamental meaning of a phenomenon by analyzing the structural side of consumers' experiences and thoughts (Creswell, 1998) and used an in-depth interview through a FGI (Focus Group Interview).

CONCEPTUAL BACKGROUND

Connection, Relationship, Personal Space

As a social being, people need a healthy relationship, sharing bonds with their important others (e.g., family, romantic partners, and friends). To perceive a sense of belonging through relationships, people need frequent and stable personal interactions with their important others (Baumeister & Leary, 1995) and thus people contact each other frequently and stably via face-to-face communication or communication media (e.g., mail, telephone, mobile phone, etc.). In this regard, the social role of conventional telephones was important as much as its practical (or task-oriented) role. That is, people used telephones not only to obtain practical goals (e.g., to obtain information, order product, and make a reservation etc.) but also to make and maintain relationships with important others (e.g., to chat, keep contacts, and achieve a sense of security etc.) (Wei & Lo, 2005).

In addition to the value as a communication medium, there are other values of generic mobile phones which cannot be fulfilled by conventional telephone. These are mobility and immediate access which enabled users to fulfill their social and practical goals without temporal and spatial limitation (Leung & Wei, 2000). Therefore, people could build and maintain deep relationships with generic mobile phones (Lyytinen & Yoo, 2002). Especially, for teenagers, generic mobile phones enabled them to define their personal space. While young people could not use fixed telephones freely which was usually located in living room, they could use mobile phones outside of parental supervision, maintain their social networks, and create their space (Oksman & Turtiainen, 2004).

The Self

Possession is regarded an "extended self which shows one's identity, and people construct self-concept and establish identity through consumption (Belk, 1988). That is, through possession and consumption, people fulfill psychological needs (e.g., construction of self concept, establishment and expression of identity, differentiation) and identify social relationships with important others (e.g., family, friends, brand community). Also, people have two competing social motivation: differentiation and assimilation (Baumeister, 1982; Snyder & Fromkin, 1977). Sometimes, people diverge from social norms not to be perceived as a "follower of the masses" but as an "independent and unique people from the majority" while at other times, people follow social norms to get others' approval and avoid rejection and criticism (Snyder, 1992).

Therefore, motivation of differentiation leads people to choose unique products which could differentiate themselves from others. The degree of which people differentiate themselves from others' choices depends on product type and consumer characteristics. People select unique product when they choose among identity-relevant (vs. identity-irrelevant) product or visible (vs. invisible) product (Bearden & Etzel, 1982; Berger & Heath, 2007) because people use those product types to express their identity. Conversely, motivation of assimilation leads people to choose the same products which help them to assimilate themselves with others. That is, people follow the choice of aspiration or reference group members to avoid the disapproval and to be accepted by the members of the group. For young people, mobile mobiles are important possessions to express their identity and infer others' identity and sometimes are considered as a fashion accessory and an organic part of their life (Oksman & Turtiainen, 2004).

METHODOLOGY

The phenomenological study, which started from the philosophical views of Edmund Husserl (1859~1938), was introduced to the sociological field by Alfred Shutz (1899~1959) and others. Phenomenological studies not only help us to see the world from the participants' view point, but also help us to understand their 'sense-making framework,' which they develop through a long period of time (Creswell, 1998). The response to an event or experience changes according to this 'sense-making framework.' Also, phenomenological studies assume that the reality is different for every individual, and only by understanding their world, thoughts and views we can understand their behavior.

Based on the phenomenological study, we conducted FGIs to become accustomed to users' terminology and perspectives and to prepare a protocol for in-depth interviews. And then we conducted in-depth interviews, transcribed the interviews, and analyzed the transcriptions.

Data Collection

We define mobile phones as mobile phone hardware (mobile handset), software (interface and applications), and mobile network services, because they are too intermingled to disentangle the device, applications and services when studying how mobile phones create value and meaning for users. And we divided mobile phones into generic mobile phones (i.e., 1st generation mobile phones which is mainly used for mobile communication such as voice communication and text messaging) and convergent mobile phones (i.e., 2.5th or 3rd generation mobile phones which is used as a personal media including not only voice communication and text messaging but also scheduling, camera, game, DMB, MP3 player, internet, video communication, etc.).

FGI. We conducted a pilot research through four focus group sessions comprised of 17 young people who have used generic mobile phones and convergent mobile phones. We used purposive sampling to recruit participants who are accustomed to and interested in convergent mobile phones because they are suited to illuminate the convergent mobile phones related phenomenon. The first group consists of four male undergraduate students, the second group consists of five female undergraduate and graduate students, the third group consists of four female office workers, and the last group consists of four early adopters (3 men and 1 woman). Each session was held in a quiet and relaxed setting (e.g., meeting room in a restaurant) and all participants in the study were assured of anonymity. We conducted unstructured group interview and instigated interaction among participants to reveal shared reactions, issues, experiences, and opinions on the topic of the study. After the group interview, each participant was debriefed about the study and compensated 30,000 won for students and 50,000 won for office workers (10,000 won is about $10). Each focus group session lasted about ninety minutes and were recorded and transcribed.

Through the data analysis, we became accustomed to users' terminology and perspectives on the meanings of generic mobile phones and convergent mobile phones and prepared a protocol for the in-depth interview.

In-depth interview. We used purposive sampling to recruit participants and interviewed eight participants. Participants were male and female middle school, high school, undergraduate and graduate students and a female office worker, ranging in age from 14 to 26. Table 1 provides a list of the participants' pseudonyms and a brief description of their backgrounds. The in-depth interview followed the recommendation of the phenomenological psychology (Thompson, Locander & Pollio, 1989; Thompson & Haytko, 1997). Prior to each interview, participants were informed of the purpose of the study and assured of their anonymity and each participants showed their verbal consent about the interview. Each interview was conducted in a quiet cafe or lounge in a campus with only the participant and researcher present. Four interviewers (two male and two female) who were experienced in this interview technique conducted the interviews separately. Each of the interview dyads had a same-gender pairing to facilitate personal discussions about positive and negative experiences. After the interview, each participant was compensated 30,000 won for students and 50,000 won for office workers (10,000 won is about $10). Each interview lasted about one hour and was audio taped for transcription into verbatim.

The interviews began by asking background information about the participants (e.g., age, job, major, experience of technological product or service). Following these questions, the interviewer shifted to the first topic (i.e., generic mobile phone) using the question, "When you think about generic mobile phone, what comes to your mind?" Then the interviewers encouraged participants to describe actual experiences or episodes related to their generic mobile phones and probed for detailed description about participants' experiences on the basis of the participant's own words. After the first topic, the interviewer shifted to the second topic (i.e., convergent mobile phone) using similar questions and principles with first interview.

Data Treatment

Recorded interviews were transcribed and these transcriptions were analyzed based on the recommendation of Creswell (1998) and Moustakas (1994). We conducted separate analyses for generic mobile phones and convergent mobile phones and compared both analyses in the final step. We read the transcriptions carefully and extracted all significant statements and deleted duplicate statements. The remaining statements were used to formulate phenomenological and psychological meanings, which were organized into clusters of themes. We checked validity by comparing the theme of clusters with transcriptions. That is, it was examined whether the themes represent transcriptions and if not, it was reexamined and modified. Finally, obtained analysis results for generic mobile phones and convergent mobile phones are compared.

FINDINGS

There are three themes for generic mobile phones (i.e. connection, self expression, essential part of self) and four themes for convergent mobile phones (i.e. connection, self expression, entertainment, and (dis)satisfaction) and each theme has from one to three meanings. Appendix A and B provide significant statements, meanings, and themes for generic mobile phones and convergent mobile phones.

Generic Mobile Phone

Connection. The essential meaning of generic mobile phones to consumers is connecting with others. Compared to a corded telephone, generic mobile phones allow people to have a ubiquitous connection without temporal or spatial limitation. People could get their practical or emotional goal of communication via generic mobile phones (Wei & Lo, 2005). For example, generic mobile phone enabled participant to connect to her parents when she moved away from home, to get a feeling of belongingness with her family and to sooth her loneness via the communication. Especially, when she didn't have generic mobile phone, she had to wait in line in the dormitory lounge to make and receive phone calls, but with generic mobile phones she could communicate with her parents whenever she wanted to. The generic mobile phones allowed participants to connect to others whenever they needed communication and made them to be "always on" status leading to a cohesion within friend groups.

I first used mobile phones when I started living in a dormitory in high school, (because it's inconvenient to wait in line to use the phones in the dorm lounge,) and I could call home whenever I wanted. (Anna)

At first I used my mobile phones to call people whenever I wanted to. (Anna)

It's almost the only method of connection, right? Receiving calls, making calls ... I'm always on-line. People can find me when they need to, and I can call them whenever I need to. Basic function for me is that it's a tool for communication is the most essential feature for me. (Edward)

With the bright side of connection via generic mobile phones, there is a dark side-fear and anxiety for isolation from disconnection and stress from enslavement. While the anytime and anywhere connectivity provided sense of belonging, people are compelled to call or send text messages for the fear of isolation. That is, as romantic partners who are not confident in their relationship insistently try to reconfirm love from their partner, people cannot bear disconnection and became anxious of a short time disconnection.

Well, since I can't communicate with the other guys ... I feel isolated. I feel a little left out. That sort of thing. (The demerits are) I keep sending meaningless text messages which require a lot of my attention daily. (David)

I first suspended my mobile phone services in July. I asked them to suspend the sending function and it was really uncomfortable. I couldn't call my friends. I wanted to hang out with them, but I didn't want to call them first, and they didn't call me, and it got lonely. So I got back the texting service, and I used it like that. Just texting a lot. (Francis)

Also, generic mobile phones provide consumers with not only empowerment (i.e., freedom of connection) but also enslavement from others (e.g., company, parents, friend and romantic partners). It has become difficult for users to disconnect from unwanted people or at an unwanted time (Jarvenpaa & Lang, 2005; Mick & Fournier, 1998). Generic mobile phones involve a tightened control and enslavement beyond spatiotemporal. For example, Gill described that she felt imprisonment when she got phone calls after work and Francis complained that he was compelled to send text message to unwanted friends.

Since I can be contacted everywhere and any time (it's comfortable but) it's bad that I get imprisoned. Especially when I keep receiving work-related phone calls after I get off work. (Gill)

(On experiences with ignoring text messages) They ask me why I ignored their messages, and what can I say? I just say that I didn't see it. There are times that I can't return everyone's calls, but I can't ignore all of them either. (Francis)

Self Expression: Differentiation vs. Assimilation. People show their identities by acquiring and displaying their possessions and people produce "desired self" through the style and image of their possessions (Thompson & Hirschman, 1995). Not only did participants purchase generic mobile phones which could express their tastes and identity, they also inferred others' tastes and identity based on others' phones (Berger & Heath, 2007). To express their characteristics and differentiate from others, participants decorated their own wallpaper and used unique ring tones and accessories. And they felt superiority to others when they used the newest handsets and functions. Some people weighed on the design of handsets to show off their phones.

Well, just looking at mobile phones wallpapers. People show their own personality. The phrases that show on their phones. People write things that they want to express. (Anna)

People hang a lot of things on their mobile phones, because it's a way of showing your personality. The mobile phones itself shows your identity. What kind of phones you use. Some use big ones and some use small ones. That person uses a big phone. Some people use pretty ones, and some are more focused on the features. (Cindy)

It makes me feel a little different from everyone else. Some people just use ring tones, but mine shows a music video with the ring tone. It's different. It feels like I'm driving an imported (luxury) car. (Francis)

People pursue new models. Subminiature mp3 players are the new thing, and when you buy a new mobile phone, everyone takes another look at it and that feels great. The design is really important to have that impact. The pretty phones are the ones that your eyes turn to. (Edward)

People chase the choice of their reference group to feel belongingness to or acceptance by the group (Argo, White & Dahl, 2006) and purchase brands and products to fit with the image of their reference group (Escalas & Bettman, 2005). Participants started to use generic mobile phones because of the need for validation from and similarity to their friends. For example, Edward started to use generic mobile phones because his friends used it and David purchased a handset not to be left behind.

(The reason I subscribed to mobile communication is because) Sending out your mobile phones number instead of your pager number was considered as more trendy at the time. (Edward)

It's more of a tool to show that I'm not falling behind, rather than to show myself off. (David)

Essential Part of Self. Participants compared generic mobile phones to their bodies (heads), food, underwear, etc. When they first purchased a phone it was 'marvelous' but now it has become an item of 'everyday life' and is no longer an item that pulls their interest. Since they have to make contact with others it is an essential that they can't live without. It is like food because they need it whether they like it or not, it is like underwear (an item that is always on their body), and it is a part of their body that they would rather have 'inserted into their heads.'

It was marvelous at first. Since it's something I always have, I take it for granted rather that think of it as something really nice ... It's just a part of everyday life.

I always need it because I have to contact other people. I don't think I could live without it. (Anna)

What do we feel about food? Right. It's just a part of life. Since it's a basic tool of living, it's become an essential that doesn't require likes or dislikes. (Edward)

It's a part of by body. This is part of me. I'm just carrying it around because the technology to put it into my head like telepathic communication doesn't exist yet. It's simply my head. (David)

Existence does not give us happiness, but the inexistence of something that we have grown accustomed to bring unbearable pain. Therefore if people leave our generic mobile phones at home or the office, or if it does not operate correctly due to a dead battery or technical problems, they receive damage. People feel fear and anxiety of losing their phones, and there is always the concern of being invaded of our privacy if the information on our generic mobile phones is made public.

It's very precious to me. I've found the owners of many lost phones. I know through experience that I can find out things about the owner just by opening the phone, age, occupation, whether they are single ... There's just too much information. (Edward)

I slept with my mobile phones like this. But my mom saw it. A text. But there was something on the text that she shouldn't have seen. (Related to your girl friend?) Yeah. My mother wasn't happy about it. And I was mad at my mom for looking. It's not just my mom. I don't always have my phones in my pocket so sometimes my friends see stuff. (Francis)

Since I do a lot of texting and I access my mobile phones a lot, and it's annoying if I set a password. All the time ... My phone doesn't have a password. (Francis)

Convergent Mobile Phone

Connection. Even though various functions and services are embedded in convergent mobile phones, the essential value of phones has not changed. The essential value as a communication medium is equal for users regardless of whether or not they use various functions and services. Participants thought that convergent functions such as radio and MP3 player are just additional functions. They mainly use convergent mobile phones to communicate and only use their phones to listen to music in extraordinary cases.

I don't think I use my mobile phones for reasons other than communication. (Betty)

The main purpose of mobile phones is phone calls, and things like radio or mp3 player are just additional features. I think it's better to listen to music with an mp3 player. I just use my phone for calls, and use it to listen to music if I don't have my mp3 player or other exceptional occasions. (Gill)

Self Expression: Differentiation vs. Assimilation. Convergent mobile phones have diverse functions and services through which users express their identity. That is, people can express their identity by choosing handsets with certain functions (e.g., DMB, MP3 Player, etc.) and using certain services (e.g., mobile internet, games etc.). For example, some participants define and show their tastes by choosing handsets embedding DMB and by using mobile internet. Some participants post UCCs on websites (i.e., pictures and videos taken on their phones and/or edited using a PC) to show off their distinctiveness or tastes and to be recognized by others.

I just use it as a phone and for texting, but people who like that stuff could use it to show their tastes. DMB function is a must. I have to have a phone with mp3 player functions. These are some things that people could want from their phones. They may want to express themselves. Sort of like an identity? (David)

In UCCs (made by convergent mobile phone), I think the first thing is the need to show yourself off. I think it's for self-satisfaction. To feel recognized ... (Betty)

Some participants are interested in convergent functions used by others and want to conform to others' adoption of convergent mobile phones. Other participants who are not accustomed to various gadgets are stressed by rapid technological change and are compelled to conform to others' adoption.

I can't match the speed of technology. So if I want to feel its benefits, I have to evolve. DMB and mobile game, I didn't feel the use of those things at first, but I get curious about them if I see other people using those functions. (Betty)

A lot of phones have DMB and mp3 players. (And others use such phones). That's why I'm interested in them. (Hans)

I'm not very good with machines so I'm not that interested in new services or devices, but if someone uses a new thing and tells me it's good, I think I would get interested. If someone tells me something is good I would like to try it out, too. (Gill)

Entertainment. While generic mobile phones are used mainly for communication, convergent mobile phones are frequently used for other purposes-entertainment, scheduling, etc. Even though people had fun by making phone calls or sending text messages with their generic mobile phones (Wei & Lo, 2005), the entertainment value of generic mobile phones was not comparable to that of convergent mobile phones. Because convergent mobile phones enable various entertaining activities which are impossible with generic mobile phones, the entertainment value is highlighted. There are two kinds of entertaining activities-entertaining together versus alone.

First, participants share pleasure with friends when they are taking pictures or recording videos together and when they are watching the files together or sending multimedia messages with the files attached to one another. This pleasure is overlapped with the intrinsic value of mobile phones-relationship with others.

It was fun to text friends when I was bored. (Anna)

When I make a video and send it through a MMS, it makes me happy to share something that's too good to see alone, and my friend enjoys it too. (Cindy)

I think it's good to joke around by taking pictures of funny poses. It makes us laugh and gives us something to joke about. We all look at it and if we like it we send it around using an MMS. (Hans)

After functions like a camera and mp3 were added, it let people find joy. Not just through communication but something to play with other people. (Anna)

People use their phones not only to share fun with others but also to seek pleasure by themselves. Convergent mobile phones were used to listen to music, watch DMB, and play games. Especially, the handsets are a useful gadget to kill time when they are waiting or riding on the bus or subway. Simple mobile games converged in phones are preferred for their portability and quick loading time.

Mobile phone games like Baking Tycoon are fun. Simple but fun games like Tetris. It's only fun if it's simple. It's fun. The complicated ones just show poor graphic and are slow. Simple ones are better. (Francis)

(I play games) On the subway or bus. At least 2-3 hours a day ... I only like 2007 Baseball. I only play that one. The benefits are that I can play it all the time. And it's easy to learn because it's simple. (Hans)

Satisfaction vs. Dissatisfaction (or Innovation Resistance). Some participants were satisfied with convergent mobile phones while others were not. These different responses among participants could be explained based on the expectancy disconfirmation model (Hoffman & Bateson, 1997) and innovation resistance theory (Ram & Sheth, 1989). According to the expectancy disconfirmation model, people evaluate services by comparing expectations with perceived performance. If perceived performance matches or exceeds expectations, people are satisfied and otherwise they are dissatisfied.

Participants who did not have high expectations for the convergent mobile phones tended to be satisfied with the phones and services. For example, they did not expect high resolution for the camera embedded in handsets, or high quality sound but they expect portability and responsiveness which are strength of the convergent mobile phone. That is, the reason people accept convergent mobile phone, despite the fact that they lack the quality of specialized gadgets, is because it meets the situational demand-portability and responsiveness. Participants need something to fulfill the need to 'do something during the short time on the bus or subway,' something to document a fun scene that they come across. In these situations, they are not looking for high quality, but for mobility and speed (e.g., It's fine, if it's quick and fun). Therefore, people 'kill time' with convergent mobile phone games instead of using heavy and slow PMPs. And the mobility and speed are the reasons why they take pictures and make videos and share them using their convergent mobile phones instead of their digital cameras.

It's not just me, most people don't have big expectations of the additional features on mobile phone. I don't expect mobile phone cameras to take good pictures like a digital camera. It's the same for mp3 players. (Edward)

I don't use it for the high quality. It's just to kill time on the subway, so I don't need high quality. It just needs to be quick and fun. (David)

(When I carry only my mobile phone) It's more convenient to listen to songs with my mobile phone. If I have my mobile phones I can do almost anything. (Francis)

Having a convergence product is simpler since you don't need to carry other devices. When my mobile phones didn't have an mp3 player function, I had to carry an mp3 player but sometimes I left it at home. The main point of convergence is not having to carry separate devices, and it's convenient. (Gill)

If something happens during mobile phone game, I can just turn it off, but if I try to turn off a PSP (SONY's PlayStation Portable) because I have to get off, it starts loading and I can't even save properly and stuff. It's annoying. It's takes a lot of time. Even if I'm on the subway for 1 hour, if you take away the time to transfer and stuff, it's just 30 minutes, but if it takes 10 minutes to load a game, who would play? And a bigger reason ... it's heavy. (David)

(On the merits of mobile phone cameras) The first would be the on-the-scene element. The amateurishness of UCCs is a big part of their appeal, right? The childishness, lameness, and disorganized style ... They have to show the aliveness of the scene. So being able to carry a device around is a merit. (Edward)

According to Ram and Sheth (1989), consumers resist to adopt innovations for several reasons and this response is called innovation resistance. Innovation resistance is classified into psychological barrier and functional barrier, which consists of value barrier, usage barrier, and risk barrier. Value barrier occurs when perceived performance and price does not reach expectations. Usage barrier occurs when consumers need to change their existing practice and lifestyle. And risk barrier occurs when innovation adoption is expected to accompany physical, economical, or social risks.

Participants do not use convergent functions because the performance, speed, handset price, and service fee do not meet their expectations (i.e. value barrier). Because some participants expect a performance level of convergent mobile phones to be equal with that of specialized gadgets (e.g., MP3 Player, PDA, digital camera), they were disappointed at the poor performance and preferred specialized gadgets. And other participants were disappointed at the slow speed of mobile internet. Some participants were angry about the expensive service fee of mobile internet and about the fact that their handsets became expensive due to the embedment of unwanted functions. Given the fact that tastes of people are different, they requested customized handsets and services for themselves.

Writing text with mobile phones is limited, so it's not ideal for documenting. For documenting purposes, I considered a PDA.Mobile phones and other devices have to function as a whole product and perform all the functions just like specialized gadgets (Betty)

The videos are too short and the quality is not that good. (Cindy)

(via mobile internet) I tried out the movie reservation service, but it's slow. And access to mobile banking is too slow. (Betty)

The fee is so expensive. I don't even know how much I'm using when I download a ring tone. And when I download music, one mistake makes the fees go way up, and it takes a long time too. (Betty)

These functions are added, and even though I don't want them the device gets more expensive. That's the biggest problem. I have to pay a lot of money for functions that I don't want. (Edward)

I don't like it when functions that I don't use are added. Everyone wants different things, so they should personalize the devices. Having a few functions that I need is better than having a whole lot of junk, both in the respect of capacity and function. (Gill)

Participants are confronted with usage barrier when they have to install software, learn how to use the handset, and charge battery more frequently compared to generic mobile phone. Especially, because UI (User Interface) is not user friendly and the software and hardware are not interchangeable, they experience inconvenience in getting accustomed to UI, installing software, and bringing accessories (e.g., earphone, battery charger). Some heavy users of convergent mobile phones became careful about the battery and experienced inconvenience in charging the battery frequently.

Installing is complicated and learning all those new functions is annoying. It's just really a pain to connect my phones to a computer with a USB cable and installing stuff. (Betty)

Some contents don't run on all devices. They need to standardize. The programs for mp3 players and mobile phones mp3 players are different. Even the earphones look different so you need to buy a connection piece, but carrying that piece around is inconvenient, even buying it is a bother. (Betty)

I tried searching on the Mobile internet, and followed all the instructions after accessing the site, but I couldn't find what I was looking for. I still don't use it. (Gill)

It (generic mobile phone) went 2~3 days after charging. Now it (convergent mobile phone) only lasts a day. It makes me worried. I charge it every day to play games, so the battery is a bit of a problem. (David)

Participants experience anxiety for loss, security, privacy, and a dead battery (i.e. risk barrier). Anxiety levels for convergent mobile phones are great compared to generic mobile phones because participants are immersed in various functions and services of convergent mobile phones. For example, the loss of convergent mobile phones including credit card information results in economic damage and the unintended release of private photo or video files in convergent mobile phones results in psychological and social damage.

A credit card function in mobile phones, it would mean a greater risk to lose it. (Anna)

This device ... All the functions are concentrated in this phone so it's all you need. But if this thing breaks down or if the battery dies, the world will end for you. It's not just uncomfortable; it becomes impossible to have a life. (Hans)

There's a picture of me that I really don't want other people seeing. I got really drunk with a few friends, and it was really ugly. One of them has a picture of me that day, and he threatened to post it on Cyworld (Korean social network service). (David)

DISCUSSION

Just as generic mobile phones became one of the necessities in modern society, convergent mobile phones are expected to become a necessity before long. To understand how consumers use convergent mobile phones and services and what the meanings of the convergent mobile phones and services are for consumers, a phenomenological approach was used. After analyzing the meanings of generic mobile phones, we analyzed the meanings of convergent mobile phones. Our research shows that there were three themes for generic mobile phones and four themes for convergent mobile phones. Some themes (e.g., connection, self expression) are found both for generic mobile phones and convergent mobile phones while other themes (e.g., entertainment) are more highlighted in convergent mobile phones than in generic mobile phones. Our research has also indicated that the adoption of or satisfaction with convergent mobile phones depends on consumer's expectation (Hoffman & Bateson, 1997) and innovation resistance (Ram & Sheth, 1989).

Common Meanings of Generic Mobile Phones and Convergent Mobile Phones

Connection. The essential theme of both phones is connecting with others. As a social being, people need a healthy relationship (Baumeister & Leary, 1995) and generic mobile phones and convergent mobile phones enable people to maintain a stable relationship with important others. Compared to corded telephones, mobile phones allow people to communicate without temporal or spatial limitation (Leung & Wei, 2000). Even though convergent mobile phones provide various functions and services, the essential meaning of convergent mobile phones is connecting with others. However, the bright side of this ubiquitous connection accompanies a dark side, which is the paradox of technology (Mick and Fournier, 1998). That is, people who become accustomed to ubiquitous connection start to fear for or become anxious about disconnection. Also, it has become difficult for users to disconnect from unwanted people, leading 'enslavement' (Jarvenpaa & Lang, 2005; Mick & Fournier, 1998).

Self expression. People establish identity through consumption and show their identity through their possessions (Belk, 1988). Based on two competing social motivations-differentiation and assimilation (Baumeister, 1982; Snyder & Fromkin, 1977), people sometimes choose unique products which enable them to differentiate from others, while at other times people choose the same products with others which enable them to assimilate themselves with reference group members. In our study, people use handsets and services as a media to express their identity. Some people purchase the newest handsets, decorate their handsets, and use new functions and services to express their distinctiveness. Some people purchase mobile phones to be validated from their friends and consider purchasing convergent mobile phones not to be left behind. Various functions and services of convergent mobile phones provide more ways to express users' identity than generic mobile phones do. For example, people can express their identity by choosing handsets with certain functions (e.g., DMB, MP3 Player, etc.) and using certain services (e.g., mobile internet, games etc.).

Different Meaning of Convergent Mobile Phones

People have a fun by making phone calls or sending text messages with their generic mobile phones (Wei & Lo, 2005). However, entertainment is a more important meaning for convergent mobile phone users compared to generic mobile phone users, because convergent mobile phones provide various entertaining activities which are not accessible with generic mobile phones. Convergent mobile phones provide two kinds of entertainment: entertainment sought by oneself versus entertainment sought with others. That is, people use convergent mobile phones not only to seek pleasure by themselves but also to share pleasure with others. People used convergent mobile phones to fill their free time by listening to music, watching DMB, and playing games. Also, people use convergent mobile phones to share pleasure with others by taking pictures together and sharing the pictures (e.g., watching them together or sending MMS attaching the files to each other). This pleasure overlaps with strengthening connections and enabling relationships.

Expectation and Innovation Resistance for Convergent Mobile Phones

There were critical differences between satisfied people and unsatisfied people. One was the expectation (Hoffman & Bateson, 1997) and the other was innovation resistance (Ram & Sheth, 1989). People with low expectation levels for convergent mobile phones tended to be more satisfied with convergent mobile phones because people evaluate services by comparing expectations with perceived performance (Hoffman & Bateson, 1997). For example, people who do not expect high resolution for the camera embedded in handsets but expect portability and responsiveness are satisfied with convergent mobile phones. Convergent mobile phones cannot compete with specialized gadgets on functions (e.g., high resolution of picture and game graphics, audio quality of MP3 player), but convergent mobile phones can defeat specialized gadgets on portability and quick responsiveness.

People resist adoption of innovation for some barriers (Ram & Sheth, 1989). In the case of convergent mobile phones, the functional barrier (i.e., value barrier, usage barrier, and risk barrier) is prominent. As discussed in the expectation level, some people do not use the convergent functions or convergent mobile phones because performance levels of convergent mobile phones do not meet their expectations and the service fee of mobile internet and the price of handsets are more expensive than their expectation (i.e., value barrier). Some people resist convergent mobile phones when they have to install software and learn how to use the handset (i.e., usage barrier). This usage barrier is higher compared to generic mobile phones because various functions and services of the convergent mobile phones require consumers to put more effort to learn and to use it. Other people resist convergent mobile phones because of anxiety for loss, security, privacy, and a dead battery (i.e., risk barrier). Anxiety levels for convergent mobile phones are great compared to generic mobile phones because participants are immersed in various functions and services of convergent mobile phones and there are lots of information in convergent mobile phones (e.g., the loss of convergent mobile phones including credit card results in economic damage and the leaking of private photo results in psychological and social damage).

Managerial Implications

This research provides some managerial implications. Managers need to understand not only the meaning of convergent mobile phones but also the differences between the meaning of generic mobile phones and convergent mobile phones. It is required to highlight the additional meanings (e.g., entertainment) of convergent mobile phones, while maintaining the essential meanings (e.g., connection) of convergent mobile phones. Also, it is required to find solutions to overcome innovation resistance. Considering the fact that though consumers' preferences for convergence are diverse, there are some consensus (e.g., display size, degree of portability) (Kim, Lee & Koh 2005), optimal customization can be a solution for value barrier. And simplification and interchangeability can be a solution for usage barrier. Specifically, simplification could relieve feature fatigue (i.e., the more features of product, the less satisfaction) (Rust et al., 2006) and help to overcome the usage barrier. Also, managers need to position the convergent mobile phones based on portability and responsiveness and furthermore, evaluate the appropriateness of various functions based on portability and responsiveness dimensions and select appropriate functions for convergent mobile phones. That is, if a certain function gets high scores on those dimensions, the function has a good fit with a convergent mobile phone. Of course, the appropriateness of the function was not solely measured with this score but with additional measures (i.e., complementary aspect). Finally, when companies embed some functionality in mobile phones, they need to consider goal congruence between the added function and the mobile phones and the nature of the mobile phones (utilitarian vs. hedonic) (Gill, 2008). If consumers perceive mobile phones as utilitarian product (e.g., communication media for practical goals), companies need to add an incongruent and hedonic function (e.g., scheduling) versus congruent and hedonic function. Conversely, if consumers perceive mobile phones as hedonic products (e.g., communication media for fun), companies need to add a congruent and hedonic function (e.g., video communication).

Appendix A. Phenomenological Analysis    for Generic Mobile Phone

Significant Statements                   Meanings             Theme

I could call home whenever I wanted.     Connection        Connection
I used my mobile phones to call          media whenever
people whenever I wanted to.             and wherever
I'm always on-line. People can find
me when they need to, and I can call
them whenever I need to.

Since I can't communicate with the       Fear and
other guys ... I feel isolated.          isolation for
I feel a little left out ... So, I       disconnection
keep sending meaningless text
messages which require a lot of my
attention daily.
They didn't call me, and it got
lonely.

It's bad that I get imprisoned.          Enslavement
Especially when I keep receiving         from others
work-related phone calls after I get
off work.
They ask me why I ignored their
messages.

People hang a lot of things on their     Expression of        Self
mobile phones, because it's a way of     one's identity    Expression
showing your personality.                and
People show their own personality        differentiation
(through mobile phones wallpapers).      from others
It makes me feel a little different
from everyone else.

(The reason I subscribed to mobile       Keeping up
communication is) to show that I'm       others and
not falling behind.                      validation from
Sending out mobile phones was            others
considered as more trendy at the
time.

I don't think I could live without       Essential Part     Essential
it.                                      of Self              Part
It's a basic tool of life, it's
become an essential that doesn't
require likes or dislikes.

It's very precious to me. I've found     Anxiety for
the owners of many lost phones.          Loss and
I was mad at my mom for looking (a       Privacy
text in my mobile phone).

Appendix B. Phenomenological Analysis for Convergent Mobile Phone

Significant Statements                   Meanings           Theme

I don't think I use my mobile           Connection        Connection
phones for reasons other than             media
communication The main purpose of
mobile phones is phone calls

(By using handset embedding some      Expression of          Self
functions such as DMB) to show        one's identity      Expression
one's taste.                            and tastes
UCCs (made by convergent mobile
phone), I think the first thing
is the need to show yourself off.

I get curious about them if I see      Assimilation
other people using those               (Keeping up
functions.                               others)
A lot of phones have DMB and mp3
players. (And others use these
phones). That's why I'm
interested in them. If someone
uses a new thing and tells me
it's good, I think I would get
interested

Mobile phones games are fun.          Entertainment     Entertainment
The benefits (of mobile phones            alone
game) are that I can play it all
the time.

Joke around by taking pictures of     Entertainment
funny poses. We all look at it           together
and send it around using an MMS.
When I make a video and send it
through a MMS, it makes me happy
and my friend enjoys it too.
After functions like a camera was
added, it let people find joy.
Not just through communication
but something to play with other
people.

I don't need high quality. It          Satisfaction
just needs to be quick and fun.           due to
Having a convergence product is      expectation not
simpler since you don't need to      for quality but
carry other devices.                   for mobility
Being able to carry a device            and speed
around is a merit.

The videos are too short and the     Dissatisfaction        (Dis)
quality is not that good.             or Innovation      Satisfaction
Installing is complicated and         resistance due
learning all those new functions       to barriers
is annoying.
It would mean a greater risk to
lose it (convergent mobile phones
embedding credit card function).

AUTHORS' NOTE

This research was financially supported with a grant from the Institute of Management Research, College of Business Administration, Seoul National University.

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Moon Seop Kim, Keimyung University

Yong Cheol Kim, Catholic University of Korea

Jae Il Kim, Seoul National University

Table 1. List of Participants

Name       Gender    Age    Job

Anna       woman      24    Graduate student, 1st grade
Betty      woman      24    Undergraduate student, senior
Cindy      woman      14    Middle school student, 1st grade
David      man        25    Undergraduate student, senior
Edward     man        24    Undergraduate student, senior
Francis    man        19    High school student, 3rd grade
Gill       woman      26    Office worker, 3rd year
Hans       man        17    High school student, 1st grade