NDLI: Product Adoption Networks and Their Growth in a Large Mobile Phone Network

Content Provider	IEEE Xplore Digital Library
Author	Sundsøy, P.R. Bjelland, J. Canright, G. Engø-Monsen, K. Ling, R.
Copyright Year	2010
Abstract	To understand the diffusive spreading of a product in a telecom network, whether the product is a service, handset, or subscription, it can be very useful to study the structure of the underlying social network. By combining mobile traffic data and product adoption history from one of Telenor’s markets, we can define and measure an adoption network—roughly, the social network of adopters. By studying the time evolution of adoption networks, we can observe how different products diffuses through the network, and measure potential social influence. This paper presents an empirical and comparative study of three adoption networks evolving over time in a large telecom network. We believe that the strongest spreading of adoption takes place in the dense core of the underlying network, and gives rise to a dominant largest connected component (LCC) in the adoption network, which we call “the social network monster”. We believe that the size of the monster is a good indicator for whether or not a product is taking off. We show that the evolution of the LCC, and the size distribution of the other components, vary strongly with different products. The products studied in this article illustrate three distinct cases: that the social network monsters can grow or break down over time, or fail to occur at all. Some of the reasons a product takes off are intrinsic to the product; there are also aspects of the broader social context that can play in. Tentative explanations are offered for these phenomena. Also, we present two statistical tests which give an indication of the strength of the spreading over the social network. We find evidence that the spreading is dependent on the underlying social network, in particular for the early adopters.
Starting Page	208
Ending Page	216
File Size	1075202
Page Count	9
File Format	PDF
ISBN	9781424477876
DOI	10.1109/ASONAM.2010.38
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	2010-08-09
Publisher Place	Denmark
Access Restriction	Subscribed
Rights Holder	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Subject Keyword	iPhone kappa-test adoption networks Social network services large-scale social network analysis graph theory Doro Mobile communication product spreading Telecommunications telecommunications eigenvector centrality time evolution Senior citizens Telephony Telephone sets Mobile computing mobile video telephony
Content Type	Text
Resource Type	Article

Sl.	Authority	Responsibilities	Communication Details
1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
5	Website/Portal (Helpdesk)	Queries regarding NDLI and its services	support@ndl.gov.in
6	Contents and Copyright Issues	Queries related to content curation and copyright issues	content@ndl.gov.in
7	National Digital Library of India Club (NDLI Club)	Queries related to NDLI Club formation, support, user awareness program, seminar/symposium, collaboration, social media, promotion, and outreach	clubsupport@ndl.gov.in
8	Digital Preservation Centre (DPC)	Assistance with digitizing and archiving copyright-free printed books	dpc@ndl.gov.in
9	IDR Setup or Support	Queries related to establishment and support of Institutional Digital Repository (IDR) and IDR workshops	idr@ndl.gov.in

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