Mobile Technology As a Disruptive Innovation on Shopping Malls Rental Space: Case Study From Kenya

Mobile technology innovations have given businesses the rich of information access and the wider value chain reach. The case study was carried out at Sarit Centre Malls in Nairobi Kenya. The objectives of the case study included: to investigate how reducing cost of mobile technology affect demand for rental space in shopping malls; to establish how perceived usefulness of mobile technology affect demand for rental space in shopping malls; and to analyse how perceived ease of use of mobile technology affect demand for rental space in shopping malls. This case study adopted descriptive research design focusing on business managers from 126 businesses. A representative sample of 92 respondents was selected. The study also revealed that the usability aspects such as learnability, memorability of operating procedures that enhance human interaction in mobile technology has led to reduced demand for display and exhibition space in malls and over the counter transactions. The case study reveals further that lower information cost in mobile applications, invidualised perception of services has led to adoption of mobile transactions as a preferred means of business for previous mall customers. The study recommends that business owners in the physical malls can gain more value proposition if they offer virtual malls that can be accessed via mobile applications. There is also a need to integrate suitable mobile technology innovation in business models for competitive advantage.