8.5 The Unique Nature of Mobility
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The personalized nature of mobility implies that it needs to be separately considered at various levels; |
| first, at the individual level, where it affects the way in which an individual user uses the device; second, at the organizational level, where the issues related to the organization and the relationship of an individual user (such as an employee) with the organization comes into play; and finally at the collaborative level, where the relationships between various organizations as well as individuals need to be considered simultaneously. | |
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A customer is keen to have highly personalized services provided to him or her when services are |
| delivered on a mobile gadget, especially when they have the potential to target a specific individual. | |
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Personalization is one of the unique advantages of mobile technologies for customers. |
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The personalized nature of mobility means that it needs to be separately considered at the individual |
| level, then at the organizational level and finally at the collaborative level. These levels of consideration are shown in Table 8-2 below, together with the four MET dimensions. |
