Market-driven design of innovative services - The case of multimedia home banking

This paper is aimed at empirically analyzing how user needs may drive the d evelopment of a special class of innovative services, namely multimedia hom e banking services. Homogeneous groups of potential users are identified in a sample of 400 customers of Italian retail banks, while a discrete-choice model is estimated relying upon a sub-sample of 148 individuals; the attit ude of typical individuals towards a number of hypothetical designs of the new service is simulated. It is shown that differences in both socioeconomi c conditions of living and individual skills cause potential consumers to s elect different designs of multimedia home banking. (C) 1999 Elsevier Scien ce Ltd. All rights reserved.