The worldwide market penetration of mobile phones is increasing rapidly and is already challenging fixed telephony in many countries. In addition to rising penetration rates, the role of mobile telephony is also changing. A luxury product in the late 1980s and early 1990s, the turn of the century saw a marked shift in the status of mobile phones.In Scandinavia and most other developed countries the mobile phone is now considered a mass product. This is mainly due to high mobile penetration rates. The penetration of mobile subscribers in Western Europe is 30.3%, while rates as high as 80% are to be found in Sweden. Meanwhile, mobile services, i.e. services enabling communications not dependent on fixed physical location or point in time (BALASUBRAMANIAN et al. 2002), have also been made possible by the convergence of the Internet and mobile computing technologies. In the near future, mobile services are expected to offer unique features and capabilities for value creation, either in the context of existing products and channels or of new offerings, types of business, consumer and supplier relationships, perhaps even catalysing innovative social change. Generally, services are believed to provide increasing possibilities for companies to add value for consumers. In the mobile industry, the world's leading mobile phone manufacturer, Nokia, argues that in the advent of one system standard, namely UMTS, services

The notion that effective relationships between groups improve coordination, cooperation and consequently performance has considerable appeal in a broad range of contexts. In particular, partnerships are viewed as critical organizational mechanisms enabling information systems groups and their clients within organizations to utilize existing information technology investments already in place and to tap the potential offered by information technologies. This paper proposes a theoretical model drawing from socio-cognitive theory, highlighting a convergence in perspectives on key issues between the groups as the mechanism underlying partnerships. Data from a survey of 671 managers on both sides of IS-User relationships in multiple firms provides support for the model and the hypothesized relationship between convergence in perspectives and the performance of IS groups. In particular, the results suggest that a convergent assessment of the perspectives of IS groups by Users significantly enhances the performance of IS groups. This paper is among the first efforts in the IS literature to use dyadic data provided by both IS and User groups to understand IS-User relationships. Keywords: IS-User Partnerships, Social Cognition Theory, Perspective Taking, IS Performance

The effects of word of mouth (WOM) on the receiver’s attitudes and intentions have been studied at length, but behavioral outcomes have received less attention. In this paper, we study the effects of WOM in the context of service provider switching. We conduct an empirical study in which we research whether perceived influence of a switching referral is related to subsequent switching behavior, and whether the variables that have an effect on perceived influence of the switching referral also predict switching. 1

Research on satisfaction, loyalty and word-of-mouth (WOM) behavior has made considerable progress over the last years, but important aspects remain neglected. In this paper, we argue that the consumption history (switching vs. loyalty) and the information source used for making a switching decision (WOM vs. other sources) have an impact on post-purchase satisfaction, loyalty and WOM behavior. Hypotheses are developed and tested in a sample of 765 clients of a large energy provider in the south of Germany. The results show that recently acquired customers (switchers) differ from loyal customers (stayers), and that those switchers acquired through word-of-mouth differ from switchers recruited through advertising or direct mail with regards to satisfaction and loyalty. The article ends with some important implications for management and future research. 1

Interpersonal information sources are often used by consumers, and indubitably influence their decision-making processes. Recently, terms such as permission marketing, opt-in marketing, viral marketing and collaborative filtering have been coined to describe different ways in which the Internet can be used to communicate with consumers. These concepts and tools all have in common the use of interpersonal influence as a persuasion technique. The objective of this paper is to provide a framework for online interpersonal influence. To this effect, we first review the role of interpersonal influence in consumers ’ decision-making processes and search activities. Second, we present a classification of the different types of interpersonal information sources found on the Internet. Third, we review research results in the area of consumer behavior to identify the moderating variables that affect the influence of interpersonal information sources and we propose a set of propositions for online interpersonal influence. The paper concludes with managerial implications and research avenues. 2 Online Interpersonal Influence: A Framework

Viral Marketing, sometimes described as word of mouse publicity, is a tactic that leverages the considerable power of individuals to influence others in their online social networks using computer aided communication media such as email, instant messaging and online chat. Viral marketing is increasingly being recognized as an important way for firms to spur the trial, use and adoption of products and services. While viral marketing has been wildly successful for some products, it has not worked as well for others. What is clearly needed is an informed approach to the issue through a greater understanding of the complex nature of persuasion and compliance in online social networks. This paper proposes a framework highlighting the behavioral mechanisms underlying knowledge sharing, influence and compliance in online social networks. The framework provides a basis to determine the characteristic of appropriate viral marketing strategies in different contexts and can be a useful guide for managers and for future research into this important phenomenon. 2