Understanding the mobile technology market
Electricit
tioning and br
y and utilit
gement capacities.
and recognition, as well as their in
y companies, with their opportunit
voicing and customer
y to exploit their posi
-mana
-
-
tomer base for lev
General-interest distributors, which can use their brand and a significant cus-
place. Eroski
y.
49
erage, as well as distribution channels that are already in
compan
has entered the mobile market by creating its own operator
Niche operators that take advantage of all types of segmentation opportuni-
migr
ties. An example of this t
ant population.
ype of operator is Lebara
50
, which targets the im-
3.4.4. The entry of service providers
The challenge for service pro
lack of tools and resources for dev
viders entering the mobile market arises from the
them info profits. Many of these companies come from the world of personal
eloping applications and quickly translating
computers, in which platforms are standardiz
the Internet world, in which applications and content are accessible from an
ed (e.g., Windows, Mac, Linux), or
browser
y
ha
the flip side, the new entr
ve found efficient w
. With some effort, tr
ays to define successful str
aditional game companies and large media firms
ategies amidst this chaos. On
v
ants are starting to become aware of the challenges in-
content from their mobile phone.
olved in attempting to reach billions of mobile users who normally purchase
The consulting firm
service providers to:
CSMG
51
believes that the opening of the market will force
Seek options in terms of content and v
ments.
alue-added services for all mobile seg-
Promote new models of cooper
market.
ation that benefit everyone involved in the
Dev
tion (in some cases, alliances with oper
elop a go-to-market strategy for each t
ators; in others, massiv
ype of content, service or applica
e standardiza
-
tion; in others, solo launches).
-
Identif
and services they offer
y new “emerging” devices and opportunities, in terms of the content
.
3.4.5. Rising competition in mobile device manufacturing
http://www
49
Eroski:
.eroski.es/es.
The opening of the mobile mark
50
who will be forced to:
et will involve new challenges for device makers,
http://www
Lebara:
.lebara-mobile.es/en.
Dev
Center of Change in Wireless.
51
On the Edge: Devices at the
CSMG. Spring 2008.
Define their role in the v
elop new models to boost sales and v
and services are they going to focus on?
alue chain with greater precision: what applications
alue-added services.
© 2008 Fundación de la Innovación Bankinter. All rights reserved.
41
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