Towards a Value Chain for Mobile Value Services for Charities

This paper presents a case study on the use of mobile digital services through smart phones to enhance known value chains by increasing the lateral margin value of services in the charity industry. Based on empirical data gathered from research, surveys and interviews, detailed recommendations and considerations for the design of mobile digital services are discussed: location services, in particular, are identified as relevant both to increase user-friendly navigation and to offer relevant services or information to users. Moreover, ensuring adequate privacy and security settings is seen as crucial to adding value in established service value chains. Using the findings and the concept of the charity value chain, the paper identifies four main design cues which were considered in the implementation of the Loc Aid application: awareness and information, trust, transparency, and convenience. The paper discusses each in more detail, and provides examples and arguments for considering these when implementing mobile applications.