Authors: Solongo Purevjav; Jin Ki Kim
Addresses: Department of Business Administration, Korea Aerospace University, 76 Hanggongdaehang-ro, Deogyang-gu, Goyang-City, Gyeonggi-do 412-791, Korea ' Department of Business Administration, Korea Aerospace University, 76 Hanggongdaehang-ro, Deogyang-gu, Goyang-City, Gyeonggi-do 412-791, Korea
Abstract: The convergence of fixed and mobile services represents an evolution from both technological and marketing points of view. This study aims to explore the strategy selection of telecommunications carriers regarding convergence services. The previous literature reveals several convergence strategies for telecommunications operators, such as bundling, differentiation, alliances and merger and acquisitions. Using data of telecommunications carriers in Europe, this study examines strategy selection for convergence services. The results show that telecommunications carriers are more likely to utilise differentiation among the four strategic options, and they are also more likely to focus on mobile services for their convergence services. Utilising the test of multinomial population, this study finds out that there are differences of strategy selection by carrier and by service area. The implications of this research revolve around strategic aspects, characteristics of selected strategies and the appropriate selection of convergent service strategies.
Keywords: strategy selection; digital convergence; bundling; differentiation; alliances; M&A; mergers and acquisitions; test of multinomial population; mobile communications; telecommunications carriers; fixed services; mobile services; m-services.
International Journal of Mobile Communications, 2014 Vol.12 No.3, pp.270 - 290
Received: 08 May 2021
Accepted: 12 May 2021
Published online: 26 May 2014 *