Exploring the needs of SMEs for mobile data technologies: the role of qualitative research techniques Debra Harker and Jeanette Van Akkeren Introduction While the marketing literature is comfortable discussing the adoption of new technology among small- and medium-sized enterprises (SMEs), the latest technology being unveiled, the Wireless Application Protocol (WAP) and associated ‘‘wireless’’ applications, presents new problems for diffusion for both consumers and suppliers. How, for example, can consumer needs be assessed for technology that does not yet fully exist? For all stakeholders, the primary appeal of these mobile data technologies, apart from mobility, is that associated ‘‘services’’ are delivered on existing devices with which users are familiar – mobile phones, palm-tops, or other personal digital assistants (PDAs). However, while much attention has focused on high-volume end-user ‘‘lifestyle’’ applications for mobile data services, less emphasis has been placed on applications and services that would encourage the adoption of mobile data technologies by SMEs. The primary aim of this study was to understand the mobile data technology needs of SMEs in a regional setting. The research was especially concerned with perceived needs across three levels of adopters of new technology; non-adopters, partial-adopters, and full-adopters. The research was conducted with SMEs in regional Australia. The marketing of innovations The marketing of innovations to SMEs has undergone considerable analysis and debate, particularly in relation to new technologies. Mahajan and Muller (1998) propose that with ‘‘high-tech’’ products, the targeting of innovations does not necessarily lead to market success. They posit that traditional ‘‘laggards’’ be dropped from marketing strategies, and ‘‘innovators’’ and ‘‘early adopters’’ be grouped together and targeted. In this way, the early and late majority can be The authors Debra Harker is Senior Lecturer in Marketing and Jeanette Van Akkeren is an Associate Lecturer in Information Systems, both at the Faculty of Business, University of the Sunshine Coast, Queensland, Australia. Keywords Communications technology, Small- to medium-sized enterprises, Data transmission, Focus groups, Australia Abstract The technological environment in which contemporary small- and medium-sized enterprises (SMEs) operate can best be described as dynamic. The seemingly exponential nature of technological change, characterised by perceived increases in the benefits associated with various technologies, shortening product life-cycles and changing standards, provides for SMEs a complex and challenging operational context. The development of infrastructures capable of supporting the wireless application protocol (WAP) and associated ``wireless’’ applications represents the latest generation of technological innovation with potential appeal to SMEs and end-users alike. This paper aims to understand the mobile data technology needs of SMEs in a regional setting. The research was especially concerned with perceived needs across three market segments: non-adopters of new technology, partial- adopters of new technology, and full-adopters of new technology. The research was exploratory in nature as the phenomenon under scrutiny is relatively new and the uses unclear, thus focus groups were conducted with each of the segments. The paper provides insights for business, industry and academics. Electronic access The research register for this journal is available at http://www.emeraldinsight.com/researchregisters The current issue and full text archive of this journal is available at http://www.emeraldinsight.com/1352-2752.htm This project was sponsored and supported by Nortel Networks. Nortel provided research impetus, collaboration and feedback throughout the project. The authors would also like to acknowledge the dedicated assistance of the project team at the University of the Sunshine Coast: Colin Balfour, Project Manager; and Craig Ham, Research Assistant. 199 Qualitative Market Research: An International Journal Volume 5 . Number 3 . 2002 . pp. 199±209 # MCB UP Limited . ISSN 1352-2752 DOI 10.1108/13522750210433002