Abstract
The mobile telecommunication market has recently been shaken by the arrival of new actors, such as Apple and Google. As a consequence, the relatively well-established mobile network operators (MNO) have to rethink their position in the market if they want to participate in the growth of mobile telecommunication revenues. Mobile applications and services are being seen as great opportunity of new revenue sources. However, with the current market structure, MNOs do not hold a privileged position compared to mobile platforms providers such as Apple with iTunes. In this paper, we assess whether or not there is still space in the mobile application market for MNOs. In order to do so, we examine different roles in the mobile application value chain and determine how MNOs can position themselves in this turbulent new market. Our analysis shows that MNOs will have to focus on their core business as network provider and establish alliances with platform providers.
This research is partially funded by the Swiss National Science Foundation under grant PBLAP2-127668/1.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
References
Adrian, B.: Overview of the Mobile Payments Market 2002 – 2007, Gartner (2002)
Ballon, P., Walravens, N., Spedalieri, A., Venezia, C.: The Reconfiguration of Mobile Service Provision: Towards Platform Business Models. In: Proceedings of ICIN 2008 (2008)
Barnes, S.J.: The Mobile Commerce Value Chain: Analysis and Future Developments. International Journal of Information Management 22(2), 91–108 (2002)
Buellingen, F., Woerter, M.: Development Perspectives, Firm Strategies and Applications in Mobile Commerce. Journal of Business Research 57(12), 1402–1408 (2004)
Funk, J.L.: The Emerging Value Network in the Mobile Phone Industry: The Case of Japan and its Implications for the Rest of the World. Telecommunications Policy 33(1-2), 4–18 (2009)
Maitland, C.F., Bauer, J.M., Westerveld, R.: The European Market for Mobile Data: Evolving Value Chains and Industry Structures. Telecommunications Policy 26(9-10), 485–504 (2002)
Tsalgatidou, A., Pitour, E.: Business Models and Transactions in Mobile Electronic Commerce: Requirements and Properties. Computer Networks 37(2), 221–236 (2001)
Peppard, J., Rylander, A.: From Value Chain to Value Network: Insights for Mobile Operators. European Management Journal 24(2-3), 128–141 (2006)
Walden, P., Han, S., Carlsson, C., Majlender, P.: The Sleeping Giant – A Longitudinal Study Surveying the Mobile Service Market in Finland. In: Proceedings of the Fifteenth European Conference on Information Systems, ECIS 2007 (2007)
Gartner, http://www.gartner.com/it/page.jsp?id=910112 (accessed in June 2009)
Parker, G.G.: Two-sided Network Effects: A Theory of Information Product Design. Management Science 51(10), 1494–1504 (2005)
Rochet, J.-C., Tirole, J.: Platform Competition in Two-sided Markets. Journal of the European Economic Association 1(4), 990–1029 (2003)
Shapiro, C., Varian, H.R.: Information Rules: A Strategic Guide to the Network Economy. Harvard Business School Press, Boston (November 1998)
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2010 Springer-Verlag Berlin Heidelberg
About this paper
Cite this paper
Holzer, A., Ondrus, J. (2010). Mobile Application Market: A Mobile Network Operators’ Perspective. In: Sharman, R., Rao, H.R., Raghu, T.S. (eds) Exploring the Grand Challenges for Next Generation E-Business. WEB 2009. Lecture Notes in Business Information Processing, vol 52. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-17449-0_19
Download citation
DOI: https://doi.org/10.1007/978-3-642-17449-0_19
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-17448-3
Online ISBN: 978-3-642-17449-0
eBook Packages: Computer ScienceComputer Science (R0)