Digital divorce or digital love affair – understanding consumer needs by breaking down frontiers
Tim DörflingerBerlin University of Technology, Germany
Stefanie GutknechtInnovation Development, Deutsche Telekom Laboratories, Germany
Kerstin Klär and Oliver Tabino[Q] Agentur für Forschung] (former Sinus Sociovision), Germany
GENERAL INTRODUCTION
The use of Information and Communication Technology (henceforth ICT) products and services varies to a considerable degree depending on the target groups. There are users who devour any type of innovation and constantly chose beta versions to challenge both themselves and the respective technology. Other users or target groups abhor such a situation. They...