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Title
BOP Markets Readiness for Cloud Services / submitted by Stephan Brandmair, BSc ; Daniel Rehberger, BSc
AuthorBrandmair, Stephan ; Rehberger, Daniel
CensorWührer, Gerhard
PublishedLinz, 2018
DescriptionXI, 242 Blätter : Illustrationen
Institutional NoteUniversität Linz, Masterarbeit, 2018
LanguageEnglish
Document typeMaster Thesis
Keywords (EN)BOP / cloud services / TRI / bottom of the pyramind / technology readiness index
URNurn:nbn:at:at-ubl:1-26126 Persistent Identifier (URN)
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 The work is publicly available
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BOP Markets Readiness for Cloud Services [7.42 mb]
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Abstract (English)

In the recent years, bottom of the pyramid (BOP) marketing has grown into a popular research field. Billions of people across the globe live in these BOP markets on less than 8 USD a day. At the same time, cloud services have been a rapidly growing as well as improving technology in the western world and are evermore playing an important role in the daily life of millions of people. Due to the fundamental advances in telecommunications an increasing number of BOP market participants are going to gain access to the internet. Specifically cloud services bear the potential to overcome major challenges which BOP markets have to face. This poses the question how these people will interact with cloud services. Therefore, this thesis conducted an empirical research across four countries (Nigeria, Philippines, South Africa, Bangladesh) to analyse the readiness of BOP market participants towards the adoption and usage of cloud services. This research used the Technology Readiness Index (TRI) in a quantitative and qualitative setting. The empirical data collection was done by inquiring the individual technological readiness from research participants in these countries as well as from expert estimations. The results showed that the analysed BOP and non-BOP market segments have resembling TRI values. This indicated that income does not or only negligibly correlate with the TRI. The comparison of the TRI of BOP market segments with secondary data revealed similar results. Furthermore, the results display that gender had small but significant influence on the TRI, whereas mixed results were found for the variable age. Additionally, the Technology Acceptance Model and Diffusion of Innovation Theory were used to complement the findings. These results indicated that BOP market segments should accept cloud service applications similarly as their non-BOP counterparts. Ultimately, the thesis lists recommendations for application of the results and for future research.

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