IP-telefoni - En explorativ studie om vad som påverkar konsumenters användande av IP-telefoni
Despite the fast growing development of IP-telephony services, only a small number of people in Sweden use them. Of the total amount of fixed telephony subscriptions, maximally five percent are based on IP-technology. Through an exploratory study, the main purpose with this thesis is to identify factors that influence the use of IP-telephony on the consumer market, and the factors? internal relationships. The thesis also has two sub-purposes: firstly, chart the supply of IP-telephony services and secondly, discuss what IP-telephony services that are requested by today?s customers in the future. Consumer behaviour within IP-telephony is an unexplored field of study. There are theories about diffusion of innovations but they are too general and simplified to be used as guidance when creating marketing campaigns and strategies. A survey over the Swedish market was made and two focus group interviews conducted in order to identify specific factors that could influence the usage of IP-telephony. Thirteen factors were identified: relative advantages, facilitating conditions, reliability, complexity, result demonstrability, compatibility, social influences, cost, accessibility, testability, economic risk, physical risk and risk of bugging.