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The purpose of this paper is to identify the factors influencing investment decisions in mobile services for profitablity and to become a global leader in mobile services sector.

A two-stage methodology is followed. In the first stage, factors are identified from literature, and are validated with telecommunication domain experts using the t-test. In the second stage, interpretive structural modeling (ISM) is used to understand the complex interrelationships among various factors. Further, MICMAC analysis is performed to analyze the indirect relationships and their effect on different factors by stabilizing the rank based on driving and dependence power. Based on MICMAC analysis, four clusters are identified to aid the policy- and decision-makers.

The major contribution of this research is imposing directions and dominance of various factors to make informed decision-making for investment in mobile services to meet the upcoming demand for mobile services in Indian telecommunication sector.

The applicability of these research findings is limited to emerging telecommunication market.

This paper forms the basis for identifying various factors that act as the driving force for the Indian telecommunication operators to pay special attention toward mobile services, with telecommunication data analytics and developing context-aware services. This paper will aid policy-makers in the government, managers in telecommunication companies and other stakeholders such as content providers, channel partners and application developers to take a lead role in developing appropriate mobile services to meet local needs of Indian users. It will help in developing strategies to collaborate and motivate other stakeholders, including device manufacturers to understand and work collaboratively to become world leader in mobile services.

This paper provides a framework for understanding the various factors that encourage telecommunication companies to establish and invest in mobile services and setup a separate vertical in their organization with a focus on mobile services to meet the future demands of Indian market. Appropriate utilization of telecommunication data analytics, personalization of services, customization in local languages and support for convergent services would encourage adoption of mobile services.

This paper aims to understand and identify the various barriers in adopting new telecom services in rural areas for improving the penetration and revenue of the telecom companies. These barriers are modeled to study their inter-relationships and prioritize them for strategizing appropriate management action plans.

Delphi technique has been used to form a consensus with the telecom managers working in rural areas to finalize the barriers. An integrated Interpretive Structural Modeling–Analytic Network Process (ISM–ANP) approach has been adopted to establish the complex relationships, cluster the relationships, to understand and prioritize the telecom service adoption barriers.

The major contribution of this research is imposing directions and dominance of various barriers to promote better adoption of new telecom-based mobile services in rural areas. The proposed integrated method can aid in decision making by providing more informative, accurate and a better choice than using either ISM or ANP in isolation.

The generalizabilty of these research findings is limited, as it was generated specific to rural telecom service adoption barriers in Indian context. Because decision-making problems are usually complex and ill-structured, every decision is based on the decision-maker’s expertise, preferences and biasness of the experts who showed their interest to participate in the research.

This paper forms the basis of identifying the reasons for poor adoption of telecom-based mobile services in rural India. This study would help the telecom companies and the managers to understand and develop strategies to target the rural audience by introducing action plans and innovative mobile services to overcome the identified barriers. By applying the proposed methodology, telecom companies can classify and prioritize their action plans as short-, medium- and long-term plans to systematically overcome the identified barriers.

This paper provides a base for understanding various factors that affect the adoption of telecom-based mobile services. It demonstrates the use of an innovative approach to develop an integrated model to understand the barriers.