Technology diffusion theory revisited: a Regulation, Environment, Strategy, Technology model for technology activation analysis of Mobile ICT

Theory on the diffusion of mobile information and communication technology (ICT) is mainly focused on technology diffusion, while prerequisites to such diffusion are largely disregarded or taken for granted. Moreover, few constructs for the assessment of technology diffusion take into account the inherent link between technology and strategy analysis. This study proposes that analysing what comes prior to diffusion and use of technology – here defined as ‘technology activation’ – is equally important, so as to identify external, not user-related determinants that enable or hinder a value proposition based on the new technology. To fill the existing gap and extend technology diffusion theory upstream, the limitations of the technology–organisation–environment model and of other technology diffusion models are reviewed, together with external strategy analysis models, and an original model is proposed to address four macro-determinants that affect technology activation: Regulation, environment, strategy, technology (REST). The REST model is then applied to the Italian mobile location-based services market, to qualitatively validate its comprehensiveness. Conclusions are drawn on the opportunities to extend the mobile technology diffusion analysis process upstream, and to integrate technology analysis with existing research on strategy analysis, thus providing new momentum to mainstream research on innovation diffusion.