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Evolving role of mobile service mediary: Is the I-mode business model becoming extinct?

Jarkko Vesa
Helsinki School of Economics, Finland


Abstract
Technological evolution (e.g., the “all-IP” world) and changing regulatory environment (e.g. spectrum trading in the European Union) will change the mobile services industry dramatically in the coming years. These changes will transform also the role of service mediaries, such as NTT DoCoMo and Vodafone, as their control over content providers and customers will be eroded by increasing use of Internet-type content and an active role of large retailers and “the Brands” in becoming MVNOs in order to enhance their customer relationships. Furthermore, even the technical infrastructure of mobile and cellular networks may end up being owned and managed by cost-efficient ICT service providers, and totally new types of “asset management” companies may emerge as soon as European-wide spectrum markets are created by the European Union. A conceptual model called The Service Mediary Model of Mobile Services (SM3S) is introduced and used in the analysis of the changing role of mobile network operators and service mediaries.

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Reference:Vesa, J. (2006). "Evolving role of mobile service mediary: Is the I-mode business model becoming extinct?," Proceedings > Proceedings of Helsinki Mobility Roundtable . Sprouts: Working Papers on Information Systems, 6(51). http://sprouts.aisnet.org/6-51
Keywords:Mobile services, Mobile internet, Cellular services, Spectrum trading, MVNO, NTT DoCoMo, Vodafone, All-IP, Service mediary
Item Type:Article - Volume 6 Article 51 (2006)
Language:English
Email: Jarkko Vesa (jarkko.vesa@hse.fi)

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