Development of new mobile application services: An approach using context-driven morphology analysis

Under the dynamic environment where competition of new service development is significantly increased, most of new mobile services are developed based on the analysis of everyday-life of user. Therefore, understanding of user context can provide a wide scope of information including location, time, purpose, or social setting that can provide significant information to develop new mobile application services. Therefore, this paper proposes a new approach to planning new mobile services using context-driven morphology analysis. Firstly, a contextual dictionary is constructed based on the literature and application information. Next, a contextual morphology is constructed based on the dictionary. The dimension of contextual morphology is considered the types of user-context whereas the shape of morphology is the value and example of each context. This morphology is composed of two main parts: the first morphology deals with the micro-level whereas the second morphology covers the macro-level analysis. Following on the construction of contextual morphology, business morphology is constructed to realize the generated context to new services, with consideration of stakeholders, product/services or functions. Finally, new mobile services are developed. The approach suggested in this paper is able to serve the basis of the development of new mobile services, by providing the possible and promising combination of user context and its application.