Exploring End-User Reactions to Variations in the Value Proposition of Value Services

Value services are most often innovations where endusers have little or no experience from using the service. Designing business models for such services is a challenging task including the design of value propositions that are perceived and interpreted through end-users´ complex value assessments. This study presents the results from a study of end-user value assessments of value proposition variations for two value services - mobile VoIP and multi play services. The study suggests a method for investigating end-user reactions to value proposition variations and presents the effects of these variations on attribute perceptions and value drivers. The main contribution of the study is methodological. However, analysis results also suggest that the causal path from value proposition design to end-user value is complex and varies across user segments. Further research is suggested to improve the applied method and its corresponding analysis model.