Understanding the mobile technology market
not curtailed b
tors should be. In the same w
y this situation and there is no reason wh
nential increases in data tr
ay, the mobile operators could experience expo
y those of mobile opera-
-
of earnings from voice services. A clear example of this phenomenon is the op
affic and profits, which would compensate for the loss
pro
erator
ximately 17,000 service pro
NTT DoCoMo
23
, whose innovative idea of opening its networks to ap-
-
services.
viders has led to increased profits from its data
3.4. The impact of the market opening on competition
The fact that the opening of the mobile mark
increasing competition is a problem that is undoubtedly being faced b
et is attracting new businesses and
erators. The FTF experts believ
y the op-
change the competitive landscape in the medium term, with the entry of compa
e that the opening of the mobile market will
nies from other sectors becoming more common. The mobile network operators
-
manufacturers that usually oper
(MNOs), mobile virtual network oper
of these newcomers.
ate in this mark
ators (MVNOs)
et will suffer from the pressure
, service providers and
One example of this is S
quence of an offer launched b
weden, where prices fell b
y the virtual mobile oper
y 40% in 2004 as a conse
ator
-
followed by another from the country’s second-largest operator
Djuice
24
, which was
mark
other mark
et opens up, competition will increase and operators will ha
25
v
. As the mobile
e to learn from
to design str
ets where that battle is ev
ategies that represent an alternativ
en more intense. With it, they will be able
e to lowering prices.
3.4.1. The new competitors from other sectors
The opening will change the nature of competition in the mobile mark
panies from other sectors will start to offer their products and services, and as a
et. Com-
result, the quantit
http://www
23
NTT DoCoMo:
.nttdocomo.com/.
the final analysis, it will be the consumers who benefit from this phenomenon.
y, variety and quality of what is offered will be increased. In
24
Djuice:
http://www.djuice.com/. The F
market.
25
Growing the mobile voice
InCode. November 2004.
compete in the mobile mark
TF experts analyzed the areas in which companies from other sectors will
tract the most newcomers (see Figure 11).
et, and concluded that content will be the area to at-
© 2008 Fundación de la Innovación Bankinter. All rights reserved.
34
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