Mobile Services as Resources for Consumer Integration of Value in a Multi-Channel Environment

Consumers use their mobiles phones more intensely than ever before to access core and supporting services, such as product information, games, payments, purchases, and social media. M-services have the capacity to offer new value-creating opportunities for consumers by supporting their channel multiplicity behaviors. So far, little research has been conducted on channel multiplicity behaviors and perceptions, because of a focus on channel choice and channel specific value. In this chapter the authors discuss the importance of moving beyond single channel research and understanding how contemporary consumers use and combine channels to create value for themselves. Drawing upon Service Dominant Logic, the chapter suggests that the mobile phone is one resource that consumers use to create value. Firms need to understand consumers’ use of this resource, in combination with other resources, in order to create attractive offerings. Throughout the chapter, the authors offer numerous examples of how mobile services are used to enhance consumer experienced value.