Abstract
The objective of this paper is to characterize innovation in business-to-business (B2B) mobile services in Korea and to identify user involvement in service innovation. The paper examines the characteristics of B2B mobile carrier services, and aims to find out what type of service innovations pervade the whole B2B mobile carrier services. The results were validated in the case study of Mobile Campus of two universities: UNIST and POSTECH. Mobile Campus is the B2B mobile carrier service which provides universities various smartphone-based mobile solutions. An analysis of 236 B2B mobile carrier service products through statistical techniques was done to characterize B2B mobile carrier services. As a result, service products were grouped into seven types (data-centric informative, ordinary task support, IT Governance, cloud, multi-channel communication, security support and other mobile solution services) based on service characteristics. The service groups were again distinguished into three categories: incremental, radical and semi-radical service innovations. In the case of Mobile Campus, innovation occurred at the user-provider interface. As service users, universities played an important role in service design and implementation, being able to customize them for their particular needs and preferences.
