Moreover, it is important to distinguish between
buying behavior referring to the choice between different mobile
phone models and brands and change aspects referring to reasons that
affect change. As the mobile phone market is a typical technology push
driven market where products are created ahead of the recognition of
existing recognized consumer needs (e.g., Gerstheimer and Lupp, 2004),
mobile phone development is based on consumers’ possible future
needs and thus companies that best hunch the technologies and services
of future will be the leaders in the discipline (for discussion of technology
push see, e.g., Brown, 1991; Hamel and Prahalad, 1991; Kumar,
1997; Nagel, 2003).