Authors: Jon Sigurdson, Peter Ericsson
Addresses: Stockholm School of Economics Director, Swedish School of Advanced Asia Pacific Studies, Box 6501, 111 40 Stockholm, Sweden. Royal Institute of Technology - KTH School of Engineering and Business Management, Valhallavagen 79, SE-100 44 Stockholm, Sweden
Abstract: New services in 3G will require new business models. Interdependent market players need to identify their roles before presenting user-friendly services with underlying complex technology and billing principles. This study identifies weak links in the theoretical value chains with focus on streamed video to mobile terminals. The factual background is based on the Swedish market combined with a case study of existing Japanese 3G video services. Conceivable new value chains are presented from the perspective of Sweden|s dominant operator Telia. In-depth interviews present consumer|s expectations in content and availability. The presentation highlights that consumers expects a full solution before using mobile video services. Telia owns several parts of the value chain except for content creation and terminals. Existing business models between concerned parties could not be identified. These results indicate that Telia itself owns the potential of establishing large parts of the value chains. Generally, market players need to create new business models to take an overall approach on how to create most availability of these new composite services.
Keywords: 3G; mobile multimedia; mobile internet billing; business models; value chains; service building.
International Journal of Mobile Communications, 2003 Vol.1 No.1/2, pp.15-34
Published online: 18 Jul 2003 *Full-text access for editors Access for subscribers Purchase this article Comment on this article