1.1 Introduction
GSM (Global System for Mobile Communications) is a standard developed to describe protocols for second-generation (2G) digital cellular networks used by mobile phones. GSM networks enable voice calls, text messaging, and data services, providing the foundation for mobile telecommunication services worldwide (Rappaport, 2014). With the rapid growth of mobile subscribers, telecommunication operators have introduced various promotional application services to attract new customers and retain existing ones. These promotions often include bonuses such as free airtime, data bundles, discounted call rates, and access to exclusive digital services.
Promotional subscriber applications are software platforms designed to manage, deliver, and track these offers directly to mobile users. They enable subscribers to access promotions conveniently, while providing operators with a mechanism to monitor uptake and effectiveness (Kumar & Tripathi, 2020).
This chapter will address the background information that motivated this study, the challenges that prompted it, its aim, and its objectives as a preface to subsequent sections of the study. Additional factors include the study's significance, scope, limitations, research questions and hypotheses, and the definition of technical terms.
1.2 Background of Study
GSM (Global System for Mobile Communications) has become a central framework for mobile communication services across the world. According to Rappaport (2014), GSM provides the foundational infrastructure that supports voice communication, text messaging, and data services, enabling millions of subscribers to access mobile connectivity seamlessly. As the telecommunications industry continues to evolve, operators increasingly rely on promotional services and mobile applications to differentiate themselves in a highly competitive market. These promotional subscriber applications are designed to deliver targeted offers such as bonus airtime, discounted data bundles, loyalty rewards, and exclusive digital content.
The rising dependence on promotional services has made it necessary to examine how well these applications perform in real-life user contexts. Kumar and Tripathi (2020) reported that promotional mobile applications serve as tools for improving user engagement, enhancing customer retention, and promoting operator-specific services. They further asserted that these platforms influence how subscribers perceive the overall quality of service, especially when promotions are integrated into user-friendly digital channels. As mobile users increasingly rely on apps for accessing promotions, the need to evaluate their efficiency, reliability, and usability becomes even more critical.
The diversity of GSM operators' promotional offerings also presents challenges in determining which services provide the greatest value. Singh and Sharma (2018) stated that user experience plays a major role in determining subscriber satisfaction, noting that poorly designed applications may discourage usage and reduce trust in promotional offers. On the other hand, well-structured and transparent applications strengthen user loyalty and promote greater interaction with promotional content. Similarly, Adegbite (2021) affirmed that inconsistent promotional service delivery, unclear communication, and technical glitches often affect subscribers' willingness to participate in promotional programs (Adegbite, 2021).
In the broader context of telecommunications research, several authors contend that comparative assessments provide essential insights that support service improvement and innovation. Bala and Ahmed (2022) contended that without systematic comparison, operators may be unaware of deficiencies in their promotional systems, and subscribers may continue to experience challenges that could otherwise be addressed. Comparative analysis therefore becomes a strategic tool for identifying performance gaps, enhancing customer satisfaction, and guiding operators in refining their promotional frameworks.
This study is set against the backdrop of evaluating and comparing GSM promotional subscribers' application services to understand their effectiveness, identify challenges, and highlight opportunities for improvement in delivering subscriber-oriented promotional solutions.
1.3 Statement of Problems
Based on the investigation conducted, the implemented system encounters a number of challenges, with some of the most significant issues outlined below
- The current GSM promotion subscriber applications face several challenges that hinder effective service delivery and reduce user satisfaction.
- Performance inconsistencies also affect these applications, including slow response times, frequent errors, and unreliable access to promotional features. Such technical issues diminish overall usability and create frustration for subscribers who rely on smooth and uninterrupted access to promotions.
- Communication of promotional updates is also insufficient, often resulting in users missing timely offers or misunderstanding changes to existing promotions.
- Additionally, many of the applications offer limited user-friendly interfaces, making it difficult for users to navigate menus, redeem offers, or monitor their promotional balances efficiently. The absence of a standardized framework for comparing promotional services across different GSM operators further complicates users' ability to evaluate which service best meets their needs.
1.4 Aim and Objectives of Study
The aim of this study is to conduct a comprehensive comparison of GSM promotion subscribers' application services to identify their strengths, weaknesses, and overall performance. To achieve this aim, the study has the following objectives:
- To create a framework for evaluating GSM promotion subscriber application services.
- To develop criteria for assessing the usability and effectiveness of these applications.
- To design a comparative model that highlights differences among GSM promotional applications.
- To implement an analysis of selected GSM promotional subscriber applications to gather performance data.
- To create recommendations that will improve the efficiency and transparency of GSM promotional application services.
1.5 Research Questions
The study came up with research questions so as to be able to ascertain the above stated objectives. The specific research questions for the study are stated below as follows:
- What framework will effectively evaluate GSM promotion subscribers' application services?
- What criteria will be developed to assess the usability and effectiveness of GSM promotional applications?
- What comparative model will be designed to highlight the differences among GSM promotional application services?
- How will the implementation of the analysis reveal the performance of selected GSM promotional subscriber applications?
- What recommendations will be created to improve the efficiency and transparency of GSM promotional subscriber application services?
1.6 Research Hypothesis
In order to pursue the objective of this study, the following generalized statements have been designed to guide and aids in obtaining the result for the experiment to be conducted. For this work, the null hypothesis will be represented with H0 while the alternative hypothesis will be represented with hypothesis H1.
- H0: There is no significant difference in the usability, effectiveness, and performance of GSM promotion subscribers' application services across mobile network operators.
- H1: There is a significant difference in the usability, effectiveness, and performance of GSM promotion subscribers' application services across mobile network operators.
1.7 Significance of Study
The findings will assist subscribers in making informed decisions about which promotional services offer the best value, ensuring they benefit fully from the offers provided by their preferred network.
For telecommunication operators, the study will serve as a strategic resource for refining promotional systems. It will reveal performance gaps, technical challenges, and design weaknesses that may hinder subscriber uptake or satisfaction.
The study will further contribute to academic research by providing a structured comparative framework that future scholars can use in examining mobile promotional systems. It will expand existing literature on GSM promotional services, mobile application usability, and customer engagement within the telecommunications industry.
Lastly, this research will foster greater transparency, accountability, and innovation in the development and implementation of GSM promotional subscriber applications, ultimately supporting improved service quality for both users and operators.
1.8 Scope of Study
This study is limited to the comparative analysis of GSM promotion subscribers' application services offered by major telecommunication operators in Lagos State, Nigeria. It focuses specifically on applications such as MyMTN App, MyAirtel App, and Glo Café App, assessing their usability, performance, promotional accessibility, and overall subscriber experience.
1.9 Limitations of the Study
The study was limited by restricted access to detailed internal data from GSM operators, which affected the depth of technical assessment. It was also constrained by time, financial resources, and the inability to cover all Nigerian states, thereby narrowing the generalization of findings.
1.10 Definition of Terms
GSM:
GSM (Global System for Mobile Communications) is a digital cellular technology used for transmitting mobile voice and data services globally (Rappaport, 2014).
Promotion Services:
Promotion services refer to special offers provided by network operators to encourage customer loyalty, increase usage, or attract new subscribers, often including bonuses, discounts, or rewards (Kumar & Tripathi, 2020).
Subscribers:
Subscribers are individuals who register with a mobile network operator to access telecommunication services such as voice calls, data, SMS, and promotional packages (Singh & Sharma, 2018).
Application Services:
Application services are software-based platforms that enable users to access specific digital functions, including promotional offers, account management, and service inquiries (Adegbite, 2021).
Comparative Analysis:
Comparative analysis is a systematic method of evaluating two or more items to determine similarities, differences, and overall performance outcomes (Bala & Ahmed, 2022).
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