Mobilizing the TV ecosystem Making mobile TV viable by involving external stakeholders in prototype testing

In order to bring mobile TV applications to the market, service providers have to deal with a large set of external stakeholders, such as broadcasters, media houses and operators. Such external stakeholders should be involved early in the design cycle in order to get their commitment for commercialization. In this paper, we describe a case in which external stakeholders are involved half-way through the design cycle, that is, while testing the prototype of a mobile TV application. We explore whether greater satisfaction and adoption levels of stakeholders during prototype testing increase their willingness to be involved in commercializing the service concept. We analyze survey data, but also log data on adoption levels. While reported satisfaction and adoption levels from the survey are positively correlated with the intention to be involved in commercialization and expected market success, this is not the case for the log data on adoption levels. Our results contribute to academic discussion on how to involve stakeholders in design research. Keywords-mobile services; mobile TV; stakeholder analysis; business models; design science; design research