نیما رحیمی سالکده

A given technology goes through a unique path in the process of its diffusion. Factors residing in a socio-technical environment either inhibit or strengthen the path and speed of technology diffusion. In this regard, the aim of this research analyzes the diffusion curve of unstructured supplementary service data (USSD) technology in Iran. The scope of this paper includes mobile phone subscribers who have adopted USSD technology from 2010 to 2019. By adopting Roger’s technology diffusion framework, this article depicts and analyzes the diffusion curves of different applications of USSD technology through the historical data of USSD technology subscribers in the Hamrahe Avval operator in Iran. To better understand and explain the diffusion and the influential factors in the diffusion in the context of Iran, 14 semi-structured interviews were conducted with USSD experts affiliated to the regulatory bodies, policymakers, and mobile phone operators. Our findings reveal that USSD was mostly used in the operator and banking services while its adoption in other survives was been limited. We also found that relative advantage, complexity and Trialability have the highest strengthening effect on the diffusion of USSD; in the same vein price, regulations, and the interaction of actors are the key barriers to the diffusion of USSD in Iran. The findings of this paper provide policy and management implications for regulation and business activities of financial technologies and in particular USSD. To this end, the significant influence of regulation needs to be taken into account which could be a barrier to financial technologies diffusion as the case of USSD in Iran indicates.

Mobile phones utilize multiple technologies in order to provide services for users. USSD, is one of the most used technologies, which has been used by mobile phone users in recent years. The aim of this paper is to analyze evolution of its development and application in Iran from 2011 to 2021 by an institutional approach. Moreover, this study includes analysis on how institutional players influenced USSD technology development and utilization. Findings are categorized into four periods of introduction to the market, growth through the market, limitations and challenges, and stagnation. Each period is analyzed from practical, policy, business, economic and political aspects. To collect data, 10 experts were interviewed. Besides, documents, reports, events, media news, rules and regulations related to the USSD were analyzed. Findings indicate that over the first and second period, institutions and players have positive impact on scaling up the application of technology in the market. However, in the subsequent periods, USSD technology negatively affected by central bank restrictive regulations and reorientation of banking and payment service providers, resulting from a new powerful alternative namely mobile internet. Findings also present policy suggestions and implications for policy-making on how face new technologies as well as future research avenues for policy researchers.