| dc.description.abstract | PRS offer content, or a product, platform (for making a payment for goods or services, for
participating in lotteries or claiming a prize or for registering a vote or conducting polls), the charges
for which are made to a consumer’s phone bill or pre-pay account. After the market for ordinary
SMS messages has boomed mobile operators in Kenya and around the world have started introducing
a new type of SMS that varies in price compared to what content they contain. Most companies now
use PRSs in promotion and marketing their products.
The main objective of this study was to evaluate the factors that influence the adoption, acceptance
and use of PRSs in marketing, publicity and marketing in Nairobi. To be able to do so a case study of
Inmobia Mobile Technologies was chosen. This Company was chosen because it is a registered
Telecommunications company with the CCK and it is based in Nairobi. Its subscriber base of
100,000 subscribers in Nairobi also provided a good population to study. The case study was also
chosen because it dealt with the three forms of PRSs. Another reason was the accessibility of
research materials from this company. Interval/systematic sampling was used to choose 450
subscribers from 100,000 subscriber base list given by the case study. A questionnaire and a thematic
table were used to collect data. Data was thereafter analyzed using statistical software. Information
was presented using frequency tables, bar graphs and charts.
From the findings factors like demographic characteristics (gender, age, education level and income
level) do influence the subscriber's intention to adopt and use Premium rate services. Other key
factors are perceived usefulness, perceived ease of use and transaction cost. This study also looks at
the challenges that the PRSs users encounter and how they try to solve these challenges.
This study recommends more research on this topic on a population that includes PRSs non-users.
The demographic characteristic of men using the PRSs more has been highlighted for further
research. | en |
