Consumers


Consumers (or users) have become a source of value creation in contemporary capitalism and key agents in “qualifying” (Callon et al. 2002) mobile technologies, that is, in determining the personal and cultural meanings of these technologies. 

This is certainly the case with mobile communications, in which users pay companies for access to the social networks that users themselves have created. This trend can also be seen in how companies turn to consumers for new product ideas and designs (“co-creation”) and the content of marketing initiatives (“crowd sourcing”).