手機和無線技術的進步已經徹底的改變一般人的做事和家居生活，手機的功能已經大幅進步，不僅可以隨時隨地通話，也可以隨時取得資訊。過去根據簡單行動電話所制訂的商業策略已經不適用，而必須徹底檢討，以便能適用於今日複雜的行動商業生態系統。
目前瓜地馬拉的行動電話市場已經幾乎飽和，而行動運營商要不斷的推陳出新才能為他們帶來收益。本論文探討的是瓜地馬拉用戶對行動服務的意向。對用戶的瞭解可讓企業家據以制定新的商業策略，從而在瓜地馬拉行動市場上占有一席之地。

The advance of mobile phone devices and wireless communication have dramatically change the way individuals do for their personal lives and businesses. Nowadays, people can not only talk with their peers located at different places, they can also get the desired information ubiquitously. Business strategies that are based on simple mobile phones have to be adapted to a complex mobile business ecosystem.
The mobile phone market in Guatemala has almost saturated, and the mobile operators have to come up with creative ideas to increase their revenues. This thesis explores what the user’s intentions toward mobile services in Guatemala. Understanding users’ intension will allow entrepreneurs to create new business strategies that would fill an existing void that exists on the Guatemalan mobile market.

Acknowledgement I
Abstract II
Chinese abstract III
Index IV
Figures VI
Tables VII
1 Introduction 1
1.1 Background 2
1.1.1 Guatemala 2
1.1.2 Mobile phone system in Guatemala 3
1.1.3 Mobile Market in Guatemala 5
1.2 Motivation 8
1.3 Research question 9
2 Literature Review 10
2.1 Market Model 10
2.2 Related Technology 12
2.2.1 Cell phone tools 13
2.2.2 Mobility 14
2.2.3 Context Aware 16
2.3 Mobile applications 18
2.4 Mobile Commerce 18
2.5 Mobile marketing 19
2.6 Business Model 20
2.6.1 Mobile Hardware producers 22
2.6.2 Application provider and content suppliers 23
2.6.3 Mobile Network Operators 23
2.6.4 Regulation 24
2.7 Value Chain 25
2.7.1 Mobile Value 26
2.7.2 M- Commerce value chain 28
2.7.3 Value creation 31
2.8 Security 31
2.9 Social Influence 32
2.10 Tendencies 33
3 The research method 36
4 Data Collection and analysis 39
4.1 Data collection 39
4.2 Sample 41
5 Results Analysis 43
5.1 Survey exploration 43
5.1.1 Guatemalans selecting criteria 43
5.1.2 Guatemalans usage 45
5.2 Factor Analysis 52
5.3 User Satisfaction towards Infrastructure 55
5.4 Information security 55
5.5 Mobile Internet connectivity 56
5.6 Social influence 56
5.7 Satisfaction towards Mobile design 57
6 Conclusions 58
6.1 Limitation 59
6.2 Future Direction 60
7 Reference 61
8 Appendix A-1

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