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Analysis of the data from the research undertaken for this study reveals respondent qualitative attributes that form part of the holistic outcomes in the influence factors.

With mobile phones being the subject of this research, it is reasonable to suggest that the communicative elements of using a mobile phone are a primary emotive element, such as, an emotional connection through verbal communication for person to person voice calling versus using text driven social media to communicate. This is supported by the finding in Section 4.13, question 6f, that most young adult Australians would be lost without their mobile phone. Other qualitative compromises influencing choice identified by the research include:

 Degree of Dependency on a Mobile Phone Compromises

The degree of dependency on a mobile phone is an influence on purchase decisions.

Dependency can vary from highly dependent users who report, ‘I'd be lost without it’, to those who don’t need a mobile phone.

 Brand Idealism and Cost Compromises

Brand preference was identified, however, results suggest that respondents are more likely to compromise on their preferred brand than on cost according to the results of existing mobile phone choices. Responses typically suggested that ‘Ideally I’d like this brand of phone versus the others I have to choose from, however is it an option I can afford considering the cost based on my phone company’s call plan’?’

 Image and Actual Requirement Compromises

The research results suggest that consumers make compromises through decisions of perceived desirability of a particular phone against the phone that best meets their requirements. Respondents reported a compromise between, ‘An Apple iPhone is more fashionable, however, realistically a Blackberry better suits my needs’.

Figure 20: Disruptive Influence Factors Post the Research Findings

The research suggests that a disconnect occurs for young Australian adults, between the Disruptive Influencing Factors and Point of Purchase Decision Factors. The Disruptive Influencing Factors in the consumer choice process are the personal qualitative considerations of prior experience, ideals of mobile phone functionality requirements and brand preferences or a need for belonging to a brand tribe. The Point of Purchase Decision Factors are the call plan, integrated functionality and the mobile device including its brand.

Figure 20 demonstrates that the young adult consumer experiences a disconnect where the disruptive influencing factors and Point of Purchase Decision Factors cannot be

combined so a compromise must be adopted in deciding on which mobile phone to purchase.

The young adult consumer can readily rationalise the need for a call plan that makes economic sense and the integrated functionality and cost package that a call plan can provide. The brand chosen will reflect the balance or compromise between an economic call plan and integrated functionality contained within the mobile device. The disconnect when it comes to making the final decision on which mobile phone device to purchase is between the inherent stakeholder conflicts and compromises that occur between the manufacturer, the subscription plan provider, the third party suppliers (such as Facebook) and the personal preferences of the consumer.

5.5.1 Influence of the Call Plan

As found in the literature review (ACMA 2007), in Australia the call plan cost criteria typically consist of:

 Call times and lengths

 The size of data downloads accessible within the scope of the select Call Plan

 Availability of communication via SMS texting

 Availability of communication and interactivity via social media

 The ability to provide availability of video and visual uploads.

5.5.2 Influence of Form, Fashion and Function

Functionality is an important factor in influencing purchase; however it is used in balance with three other factors:

1. Form 2. Fashion 3. Function

Figure 21: Future Model of Influence Amongst Target Groups

The Influencing Factors are linked to the 3 F’s of Form, Fashion and Function. Each element can either stand alone in the influence factor, or can interact with the other, whereby:

1. Form – is the shape, size, and tactile factor of the device

2. Fashion – is the social acceptability, and reflection of outward self expression the mobile device possess

3. Function – is the functionality and capability contained within the mobile phone

Figure 21 demonstrates the intricate link between Form, Fashion and Function. It suggests that each of these attributes can influence the purchase of a mobile phone either as a standalone element of influence or a combination of each. For example, in no particular order:

 Form + Function, or

 Form + Fashion, or

 Fashion + Function

5.5.3 Influence of Personal Identity

When setting out to undertake this research project the hypothesis was that brand did in fact impact the decision making process of young adults. However, the final outcome suggests brand is not an exclusive influence. The dollar value cost of the call plan is clearly a driver in the final consideration. The areas of want verses need verses financial capability/reality are a pre-cursor to the purchasing consideration of a mobile phone by young adults. The results of this research show that although brand is a strong preference, price is a variable influencing the choice of purchase.

Why, if price was not an influence, would young adults buy an iPhone? For some it may be the fashion or coolness factor of owning a brand that is a reflection of their own self or desired self-image. For those who choose not to own one, it is possible that being

“uncool” is actually the new “cool.” Viewed differently, not owning an iPhone or Apple product is what separates you socially from others. You don’t follow in lockstep with

those around you. This relates to the brand tribe identified in the research literature and the research results suggest that this seems to be a variable of influence in mobile converged technology purchase decisions but it is still outweighed by the call plan considerations.

For competitors to the iPhone brand, engaging potential and existing consumers based on the product’s functionality as opposed to fashion may be one avenue to reach the rational thinker in the influence of purchase. For these consumers the glamour of a brand may be secondary or tertiary in the influence of purchase, thereby offering a point of difference in the brand marketing model and market capture process. This is indicated by the research results on Section 4.14 question 6g where participants disagreed with brand as a symbol of self-expression.

Self expression is part of the adoption of mobile converged technology, however, as portable devices have given the consumer the ability to have a service provider customise options in a ‘help me shape the phone in the way I want it’ bundle by offering and providing the following features:

 An external option via phone call plans etc.

 An internal option via phone apps, ability to tailor your own configurations that suit me.

It is a desire for alternate personalisation of product within the framework and the environment the mobile phone provides. The mobile phone offers the opportunity of mass personalisation at the individual level. Driving the consumer's ability to display their own uniqueness through the individuality desired within the configuration. This suggests that the mobile phone presents an opportunity for projection of self-image within a socially acceptable device and communication environment. It provides an

ability to display one’s own uniqueness through a socially acceptable technology equivalent to the way a consumer may add charms to a bracelet. This has the effect of the mobile phone becoming a tribal badge, a social symbol, within the comfort of the device selected. The device is purchased with the intent to personalise it to the owner’s personal requirements.

For the mobile phone user to personally customise the purchase is important, something which is rarely available in other purchases made by the young adult consumer. The mobile phone becomes an expression of ‘me’ because ‘I have had the chance to totally customise it not only just immediately after purchase, but at a constant, on whatever frequency basis ‘I choose to in the future’. This phenomenon correlates to the ‘me’

generation, where the focus is on the individual and the concept of ‘self’.