Multi-screen services adoption and use-diffusion: The BEST model perspective

The second screen or the multi screen service is a hot issue in media and telecom industry, but using it is a new use behavior to the audience so that those incumbent TV companies still don´t know how to hold this tech/service. The second screen or multi screen is also called over the top (OTT) service threatening the present TV ecosystem. Following last-year academia-industry cooperation to deepen research methodology- the BEST model, the research has been trying to dig how users adopt the multi-screen service through persona, TAM3 and Use-Diffusion this year. It´s the first time that qualitative and quantitative methods are putted into the BEST model, and we expect these findings will help téleos and other companies related the multi-screen service know what the keys of adoption are and how to grow up the market.