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Authors: Antonio Ghezzi and Andrea Rangone

Affiliation: Politecnico di Milano, Italy

Keyword(s): Mobile Telecommunications, Mobile Network Operators, Strategy, Reference Model, Multiple Case Studies.

Related Ontology Subjects/Areas/Topics: Case Studies ; e-Business ; Enterprise Information Systems ; Health Engineering and Technology Applications ; M-Business and Ubiquitous Services ; Mobile Services and Architectures ; Neural Rehabilitation ; Neurotechnology, Electronics and Informatics ; Simulation and Modeling ; Simulation Tools and Platforms ; Web and Mobile Business Systems and Services

Abstract: The revolutionary changes the Mobile Telecommunications Industries is going through are forcing the Mobile Network Operators (MNOs) to radically reshape their strategies, according to the newly emerged market’s value drivers. The purpose of this study is to provide an original reference model for supporting the analysis of MNOs’ strategic positioning. Employing the multiple exploratory case studies research methodology, the study identifies five dimensions or classification variables - Content creation & innovation management, Mobile Advertising integration, Communities and Social Networking focus, Charging & billing systems leverage and Network infrastructure management – through which describing and assessing an MNO’s strategic positioning; consequently the model is applied to the four Italian operators, so to obtain a validation as well as a picture of the adopted strategic positioning. The findings show two alternative and quite contradictory “strategic extremes” the operators ar e swinging between seem to be emerging: the Pure Carrier positioning, and the Media Company positioning. In between, the Smart Pipe positioning sees the operator making the most out of its assets, gaining the role of the third parties’ offer enabler. (More)

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Paper citation in several formats:
Ghezzi, A. and Rangone, A. (2009). A REFERENCE MODEL FOR ANALYZING MOBILE NETWORK OPERATORS’ STRATEGIC POSITIONING. In Proceedings of the International Conference on e-Business (ICETE 2009) - ICE-B; ISBN 978-989-674-006-1, SciTePress, pages 50-56. DOI: 10.5220/0002223600500056

@conference{ice-b09,
author={Antonio Ghezzi. and Andrea Rangone.},
title={A REFERENCE MODEL FOR ANALYZING MOBILE NETWORK OPERATORS’ STRATEGIC POSITIONING},
booktitle={Proceedings of the International Conference on e-Business (ICETE 2009) - ICE-B},
year={2009},
pages={50-56},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0002223600500056},
isbn={978-989-674-006-1},
}

TY - CONF

JO - Proceedings of the International Conference on e-Business (ICETE 2009) - ICE-B
TI - A REFERENCE MODEL FOR ANALYZING MOBILE NETWORK OPERATORS’ STRATEGIC POSITIONING
SN - 978-989-674-006-1
AU - Ghezzi, A.
AU - Rangone, A.
PY - 2009
SP - 50
EP - 56
DO - 10.5220/0002223600500056
PB - SciTePress