The primary goal of this project was to study the nature of adoption and social absorption of mobile technologies and services in the segment with the highest usage and adoption rates, the youth. ALBA conducted an ethnographic research in high schools and lyceums and provided policy recommendations. The project brought together pioneer institutions in the forefront of the (academic & applied) research developments in m-business in Europe as well as highly acknowledged professionals in the field of communication and promotion. What is more, ALBA co-organised a break-through conference in social aspects of mobile technologies in Greece.

Partnership

• Lambrakis Foundation (Coordinator)
• Athens University of Economy & Business
• Leo Burnett