Expanding customer base of mobile sustainable services
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Sustainability is an emerging topic discussed and debated by host of communities like academicians, industries and business leaders, designers and policy makers. The recent dramatic changes in environment might have caused a great concern towards sustainability. There are many services offered around the sustainability domain like energy management consultation. As with other domains, it has also adopted technology as a platform to accentuate the effectiveness of its services. The high penetration of mobile technology in rural and urban areas plays a vital role in taking sustainable services to masses. However, few studies highlight that there are many challenges in deploying sustainable services using mobile technology like poor infrastructure in mobile network and electricity, low acceptance levels and service discoverability problems. These challenges inhibit the usage of the services by mass customers. The objective of this study is to identify avenues augmenting the usage of sustainable services using mobile technology by customers. This is carried in two fold ways, by first identifying potential gaps in the sustainable services using mobile technology which could be tapped to attract customer usage. Secondly, the drivers and hindrances in using these services, as experienced by the customers are analyzed. This would pave way to effective design of these services, thereby accentuating the customer usage. The literature discussion on sustainable services using mobile technology is in its infancy; therefore, a theoretical framework is developed and used as a guiding theme for empirical data analysis. The landscape of sustainable services using mobile technology in market reality is way ahead of the literature discussion. New services identified from empirical data indicate a need for literature discussion about those services. Customer perspectives on the theoretical driving forces framework comprising of drivers and hindrances, provided insights on how these driving forces are seen in reality. The approach used in this study, would pave way to make informed service design decisions resulting in mass customer usage of the services.