Skip to main content
SpringerLink
Log in

Value Creation in the Mobile Market

A Reference Model for the Role(s) of the Future Mobile Network Operator

  • Research Paper
  • Published:
Business & Information Systems Engineering Aims and scope Submit manuscript

Abstract

In recent years competitive pressure in mobile markets has increased remarkably. New business models and thus new actors have entered the market. This contribution analyzes the reconfiguration of value structures and strategies in mobile markets. For this purpose, mobile network operators’ service portfolio is analyzed on the basis of a worldwide survey, and the relevant current and future value creation activities are identified with consideration of additional actors and influence factors. On that basis, roles are developed, linked with regard to value flows and combined to a reference model for the mobile market value net. Subsequently, scenario planning is used to develop a set of criteria for the construction of corresponding future scenarios and the application of the reference model is demonstrated with such a scenario.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Fig. 1
Fig. 2
Fig. 3
Fig. 4
Fig. 5
Fig. 6
Fig. 7
Fig. 8
Fig. 9
Fig. 10
Fig. 11
Fig. 12
Fig. 13
Fig. 14

Similar content being viewed by others

References

  • Anderson J, Williams B (2004) Unbundling the mobile value chain. Business Strategy Review 15(3):51–57

    Article  Google Scholar 

  • Banerjee A, Dippon CM (2009) Voluntary relationships among mobile network operators and mobile virtual network operators. An economic explanation. Information Economics and Policy 21(1):72–84

    Article  Google Scholar 

  • Bartlett A, Jackson NN (2002) Network planning considerations for network sharing in UMTS. In: 3th int conf on 3G mobile communication technologies. IEEE, London, pp 17–21

    Chapter  Google Scholar 

  • Berret M (2009) Herausforderungen der globalen Wertschöpfung am Beispiel der Automobilindustrie. In: Bullinger HJ, Spath D, Warnecke HJ, Westkämper E (eds) Handbuch Unternehmensorganisation – Strategien, Planung, Umsetzung, 3nd edn. Springer, Berlin

    Google Scholar 

  • Besanko D, Dranove D, Shanlay M, Schaefer S (2010) Economics of strategy, 5th edn. Wiley, Evanston

    Google Scholar 

  • BITKOM (2009) Outsourcing: Arbeitsteilung mit den Besten – Nutzen, Erfolgsfaktoren, Empfehlungen. http://www.bitkom.org/files/documents/BITKOM_Standardpraesentation_Outsourcing.pdf. Accessed 2010-05-09

  • BMWi (2009) 12. Faktenbericht 2009. Bundesministerium für Wirtschaft und Technologie

  • BNetzA (2011) Jahresbericht der Bundesnetzagentur 2010. Bonn

  • Chanab LA, El-Darwiche B, Hasbani G, Mourad M (2007) Telecom infrastructure sharing regulatory enablers and economic benefits. White paper von Booz & Co

  • Chaudhury R, Terfloth (2007) The rise of network sharing. Risks and rewards for telecom operators. Oliver Wyman

  • Dheghan S, Cooper N (2008) Network sharing – learning to share. http://www.mobileeurope.co.uk/features/113605/Network_sharing. Accessed 2010-04-18

  • Doeblin S, Dowling M (2007) Horizontal und vertikal integrierte Geschäftsmodelle von Telekommunikationsanbietern und Service Providern. In: Picot A, Freyberg A (eds) Infrastruktur und Services – Das Ende einer Verbindung? Die Zukunft der Telekommunikation. Springer, Berlin

    Google Scholar 

  • Eisenhardt K (1989) Building theories from case study research. Academy of Management Review 14(4):532–550

    Google Scholar 

  • European Union (2001) Einführung von Mobilkommunikationssystemen der dritten Generation in der Europäischen Union. Aktueller Stand und weiteres Vorgehen. Mitteilung KOM (2001) 141 v. 2001-03-20

  • European Union (2002) Notice pursuant to article 19(3) of Council Regulation No. 17, Case COMP/C1/N.38.369. Official Journal of the European Communities (C189/22) v. 2002-08-09

  • Freyberg A (2007) Vertikale vs. horizontale Geschäftsmodelle – Die Sicht der Marktteilnehmer. In: Picot A, Freyberg A (Ed) Infrastruktur und Services – Das Ende einer Verbindung? Die Zukunft der Telekommunikation. Springer, Berlin

    Google Scholar 

  • Friedrich R, Spitz BM, Geiser A, Luedecke A (2001) Delivering on the promise – turning wireless data into a success. White paper Booz Allen Hamilton & GCI Hering Schuppener Group

  • Frisanco T, Tafertshofer P, Lurin P, Ang R (2008) Infrastructure sharing and shared operations for mobile network operators – from a deployment and operations view. In: Network operations and management symposium (NOMS), München. IEEE Press, New York, pp 129–136

    Chapter  Google Scholar 

  • Gausemeier J, Fink A, Schlake O (1995) Szenario-Management – Planen und Führen mit Szenarien. Carl Hanser, München

    Google Scholar 

  • Gerum E, Sjurts I, Stieglitz N (2003) Der Mobilfunkmarkt im Umbruch. Gabler, Wiesbaden

    Google Scholar 

  • Gerpott TJ (2001) Wettbewerbsstrategische Positionierung von Mobilfunknetzbetreibern. In: Silberer G, Wohlfahrt J, Wilhelm T (eds) Mobile Commerce – Grundlagen, Geschäftsmodelle, Erfolgsfaktoren. Gabler, Wiesbaden

    Google Scholar 

  • Godet M (2000) The art of scenarios and strategic planning. Tools and pitfalls. Technological Forecasting and Social Change 65(1):3–22

    Article  Google Scholar 

  • Gordijn J, Akkermans JM, van Vliet JC (2000) What’s in an electronic business model? In: Dieng R, Corby O (eds) Knowledge engineering and knowledge management: methods, models and tools. 12th international conf EKAW 2000, Juan-les-Pins. Springer, Berlin, pp 257–273

    Chapter  Google Scholar 

  • Habermann K, Pousttchi K (2009) Requirements on IT business value measures for mobile-integrated business processes. In: Newell S et al. (eds) 17th Europ conf on IS (ECIS 2009), Verona, pp 1–12

    Google Scholar 

  • Handelsblatt (2010) Apple und Google streiten um mobilen Werbemarkt. http://www.handelsblatt.com/newsticker/technologie/apple-und-google-streiten-um-mobilen-werbemarkt;2598387. Accessed 2011-01-07

  • Hew S, White LB (2008) Cooperative resource allocation games in shared networks. Symmetric and asymmetric fair bargaining models. IEEE Transactions on Wireless Communications 7(11):4166–4175

    Article  Google Scholar 

  • Hill CEL, Rothaermel FT (2003) The performance of incumbent firms in the face of radical technological innovation. Academy of Management Review 28(2):257–274

    Google Scholar 

  • Hufenbach Y (2011) Whitepaper: Europäische MVNO-Märkte im Überblick. Forschungsgruppe wi-mobile, Augsburg

  • Hultell J, Johansson K, Markendahl J (2004) Business models and resource management for shared wireless networks. In: 60th IEEE vehicular technology conf (VTC) 5, pp 3393–3397

    Chapter  Google Scholar 

  • ITU (2010) Measuring the information society – the ICT development index. Genf

  • Jakopin NM (2006) Einflussfaktoren des Internationalisierungserfolgs von Mobilfunknetzbetreibern. Gabler, Duisburg

    Google Scholar 

  • Jaspers F, Hulsink W, Theeuwes J (2007) Entry and innovation in maturing markets: virtual operators in mobile telecommunications. Technology Analysis & Strategic Management 19(2):205–225

    Article  Google Scholar 

  • Kaplan RS, Norton DP (2008) The execution premium – linking strategy to operations for competetive advantage. Harvard Business School Press, Boston

    Google Scholar 

  • Kruse J (1993) Entwicklung des Mobilfunk-Wettbewerbs und Regulierungs-Perspektiven. In: Kruse J, Haucap J (eds) Mobilfunk zwischen Wettbewerb und Regulierung. Fischer, München

    Google Scholar 

  • Maitland CF, Bauer JM, Westerveld R (2002) The European market for mobile data. Evolving value chains and industry structures. Telecommunications Policy 26(9–10):485–504

    Article  Google Scholar 

  • Mellewigt T (2003) Management von strategischen Kooperationen. Gabler, Wiesbaden

    Google Scholar 

  • Moerman PA, Commandeur HR, Langerak F (2009) Strategische Zusammenarbeit mit industriellen Zulieferern. In: Bullinger HJ et al. (eds) Handbuch Unternehmensorganisation – Strategien, Planung, Umsetzung. Springer, Berlin

    Google Scholar 

  • Nalebuff B, Brandenburger A (1996) Co-opetition. Doubleday, New York

    Google Scholar 

  • Ohler A (2010) Aufbau neuer Netze – Mobilfunker wollen so gern kuscheln. Financial Times Deutschland. http://www.ftd.de/itmedien/it-telekommunikation/aufbauneuernetze-mobilfunkerwollen-so-gernkuscheln/50159950.html

  • Olla P, Patel NV (2002) A value chain model for mobile data service providers. Telecommunications Policy 26(9–10):551–571

    Article  Google Scholar 

  • Park J-S, Rye K-S (2005) Developing MVNO market scenarios and strategies through a scenario planning approach. In: Proc of the 7th international conf. on advanced communication technology (ICACT 2005), vol 1. IEEE Press, New York, pp 137–142

    Chapter  Google Scholar 

  • Payne A, Frow P (2006) Customer relationship management: from strategy to implementation. Journal of Marketing Management 22(1–2):135–168

    Article  Google Scholar 

  • Pelkmans J (2001) Making EU network markets competitive. Oxford Review of Economic Policy 17(3):432

    Article  Google Scholar 

  • Peppard J, Rylander A (2006) From value chain to value network. Insights for mobile operators. European Management Journal 24(2–3):128–141

    Article  Google Scholar 

  • Picot A (2006) Konvergenz und Restrukturierung der Telekommunikations- und Medienindustrie. In: Hess T, Doeblin S (eds) Turbulenzen in der Telekommunikations- und Medienindustrie: Neue Geschäfts- und Erlösmodelle. Springer, Berlin

    Google Scholar 

  • Pousttchi K (2008) A modeling approach and reference models for the analysis of mobile payment use cases. Electronic Commerce Research and Applications 7(2):182–201

    Article  Google Scholar 

  • Pousttchi K, Hufenbach Y (2009) Analyzing and categorization of the business model of virtual operators. In: Hu X, Scornavacca E, Hu Q (eds) Proc of the 8th international conf on mobile business (ICMB 2009). Los Alamitos, IEEE Computer Society, pp 87–92

    Chapter  Google Scholar 

  • Pousttchi K, Thurnher B (2006) Einsatz mobiler Technologie zur Unterstützung von Geschäftsprozessen. In: Sieck J, Herzog MA (eds) Wireless communication and information. Shaker, Berlin

    Google Scholar 

  • Pousttchi K, Wiedemann DG (2009) Mobile marketing management – marketing objectives, types and implementation techniques. In: Pousttchi K, Wiedemann DG (eds) Handbook of research on mobile marketing management. IGI Global, Hershey, pp 1–9

    Chapter  Google Scholar 

  • Porter M (1992) Wettbewerbsvorteile (Competitive advantage): Spitzenleistungen erreichen und behaupten, 1st edn. Campus, Frankfurt

    Google Scholar 

  • Porter M (2001) Strategy and Internet. Harvard Business Review 79(3):62–78

    Google Scholar 

  • Portio Research (2011) Mobile factbook 2011. http://www.portioresearch.com/Portio%20Research%20Ltd%20Mobile%20Factbook%202011.pdf. Accessed 2011-04-29

  • Riedl R, Roithmayr F (2007) Zur Verbreitung der Fallstudie in der Wirtschaftsinformatik. In: Lehner F, Zelewski S (eds) MKWI 2006, GITO, pp 35–60

    Google Scholar 

  • Ritchey T (2011) General morphological analysis. A general method for non-quantified modelling. http://www.swemorph.com/pdf/gma.pdf. Accessed 2011-05-08

  • Roubelat F (2000) Scenario planning as a networking process. Technological Forecasting and Social Change 65:99–112

    Article  Google Scholar 

  • Sabat HK (2004) Mobile virtual network operators drive scale and scope economies. IIMB Management Review 16(2):5–19

    Google Scholar 

  • Sabat HK (2008) Why different carriers adopt different spectrum acquisition strategies. Information Technology and Management 9(4):251–284

    Article  Google Scholar 

  • Schmidt F, Rommel W (2002) Regulierung zwischen Dienste- und Infrastrukturwettbewerb. Multimedia und Recht (MMR) 5(4):225–230

    Google Scholar 

  • Schmitz M (2008) Wie ein Sack voller Flöhe – Mobilfunkbetreiber müssen trotz fragmentierter Wertschöpfungskette die Kontrolle behalten. DMR. http://www.detecon-dmr.com/de/print.html?unique_id=194018. Accessed 2010-05-27

  • Schnell R, Hill P, Esser E (2008) Methoden der empirischen Sozialforschung, 8th edn. Oldenbourg, München

    Google Scholar 

  • Seckler R (2005) Mobile Strategy aus Sicht eines Providers – Grobe Stoßrichtungen. In: Giordano M, Hummel J (eds) Mobile Business – Vom Geschäftsmodell zum Geschäftserfolg. Gabler, Wiesbaden

    Google Scholar 

  • Shin DH (2008) Overlay networks in the west and the east: a techno-economic analysis of mobile virtual network operators. Telecommunication Systems 37(2):157–168

    Article  Google Scholar 

  • Shoemaker PJH (1995) Scenario Planning. A tool for strategic thinking. Sloan Management Review 36(2):25–40

    Google Scholar 

  • Smura T, Kiiski A, Hämmäinen H (2008) Virtual operators in the mobile industry: a techno-economic analysis. Netnomics 8(1–2):25–48

    Google Scholar 

  • Srivastava RK, Shervani TA, Fahey L (1999) Marketing, business process, and shareholdervalue: an organizationally embedded view of marketing activities and the discipline of marketing. Journal of Marketing 63(4):168–179

    Article  Google Scholar 

  • TalebiFard P, Wong T, Leung VCM (2010) Access and service convergence over the mobile Internet – a survey. Computer Networks 54(4):545–557

    Article  Google Scholar 

  • Turowski K, Pousttchi K (2004) Mobile Commerce – Grundlagen und Techniken. Springer, Heidelberg

    Google Scholar 

  • TNS Infratest (2008) Mobilfunk-Nutzungsverhalten in Deutschland 2008. Repräsentative Umfrage im Auftrag von E-Plus

  • Ulset S (2002) Mobile virtual network operators. A strategic transaction cost analysis of preliminary experiences. Telecommunications Policy 26(9–10):537–549

    Article  Google Scholar 

  • Urban T (2003) Erklärung und Gestaltung von Telekommunikationsnetzwerken. In: 5th European conf of young research and science workers in Transport and Telecommunication, Transcom, Zilina

    Google Scholar 

  • Varoutas D, Katsianis D, Sphicopoulos T, Stordahl K, Welling I (2006) Economic viability of 3G mobile virtual network operators. Wireless Personal Communications 36(2):129–142

    Article  Google Scholar 

  • VATM (2010) 12. Gemeinsame Marktanalyse. http://www.vatm.de/uploads/media/2010_TK-Marktstudie.pdf. Accessed 2010-12-17

  • Vogelsang I (2002) The german telecommunications reform – where did it come from, where is it, and where is it going? Verein für Socialpolitik Annual Meetings, Innsbruck

  • Weiss T (2006) Mobile strategies. Understanding wireless business models, MVNO and the growth of mobile content. Futuretext, London

  • Wieland RA (2007) Konvergenz aus Kundensicht. In: Picot A, Freyberg A (eds) Infrastruktur und Services – Das Ende einer Verbindung? Die Zukunft der Telekommunikation. Springer, Berlin

    Google Scholar 

  • Winkelmann B (2008) Konvergenz von Mobilfunk- und Internetdiensten. Auswirkungen auf Wertschöpfungskette und Geschäftsmodelle des Mobilfunks. Working papers of the Institute for Broadcasting Economics (243). Köln

  • Winkler K (2006) Negotiations with asymmetrical distribution of power – conclusions from dispute resolution in network industries. Physica, Frankfurt a M

    Google Scholar 

  • Xavier P (2001) Licensing of third Generation (3G) mobile: Briefing Paper. ITU workshop on licensing 3G mobile. Genf

  • Yin RK (1981) The case study crisis: some answers. Administrative Science Quarterly 26:58–65

    Article  Google Scholar 

  • Yin RK (2009) Case study research: design and methods, 4th edn. SAGE, Thousand Oaks

    Google Scholar 

  • Zoll S, Terfloth C (2007) Neue Geschäftsmodelle im Mobilfunk. Oliver Wyman, http://www.presseportal.ch/de/meldung/100534790/. Accessed 2010-04-25

  • Zwicky F (1966) Entdecken, Erfinden, Forschen im Morphologischen Weltbild. Knaur-Droemer, München

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. wi-mobile Research Group, University of Augsburg, Alter Postweg 101, 86159, Augsburg, Germany

    Key Pousttchi &  Yvonne Hufenbach

Authors
  1. Key Pousttchi
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Yvonne Hufenbach
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Key Pousttchi.

Additional information

Accepted after three revisions by Dr. Bub.

This article is also available in German in print and via http://www.wirtschaftsinformatik.de: Pousttchi K, Hufenbach Y (2011) Wertschöpfung im Mobilfunkmarkt. Ein Referenzmodell für die Rolle(n) des Mobilfunkanbieters der Zukunft. WIRTSCHAFTSINFORMATIK. doi: 10.1007/s11576-011-0287-x.

Rights and permissions

Reprints and permissions

About this article

Cite this article

Pousttchi, K., Hufenbach, Y. Value Creation in the Mobile Market. Bus Inf Syst Eng 3, 299–311 (2011). https://doi.org/10.1007/s12599-011-0175-3

Download citation

  • Received:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s12599-011-0175-3

Keywords

Search

Navigation