文档介绍：Schmalenbach Business Review ◆ Vol. 54 ◆ October 2002 ◆ pp. 351 – 371
Valerie Feldmann*
COMPETITIVE STRATEGY FOR PANIES IN THE
MOBILE **
ABSTRACT
The provision of mass media content over next-generation 3G works is envi-
sioned as an exciting new application of new media. This paper focuses on the mobile
as strategic challenge for media and panies. It provides an
overview of distinctive features of the mobile related to personalization, time and
location sensitivity, uncertainties between technology push and market pull, and motiva-
tions for engagement in mobile interactivity. The analysis petitive strategy in the
mobile suggests that the changing market structures in the converging media and
entertainment and mobile wireless munications industries lead to shifts of bargain-
ing power. The emerging co-opetition challenges media and panies to
re-evaluate their activities in the mobile value chain that provide potential for the creation
of petitive advantage in the mobile . These changes are reflected
in the emerging business models for media and panies in the mobile
. The paper presents three strategic options for panies: a syndication
strategy, a portal strategy, and a mobile work operator strategy.
JEL-Classification: D8, L8, M3.
1INTRODUCTION
The provision of mass media content over next-generation 3G mobile wireless
networks1 is envisioned as an exciting new application of new media. But its key
ess drivers remain uncertain. It is yet to be seen, if serving mobile content will
be highly profitable or a money-losing business. The media uses various buzz-
words such as m-trading, mobile multiplayer games, and mobile movies and thus
creates high expectations. Yet, the demand for mobile content tends to be
assumed rather than demonstrated, and reality may disappoint.
* Dipl.-Kffr. Valerie Feldmann, ., Affiliated Researcher, Columbia Institute for Tele-Information,
Columbia Business School, New York, Visiting Scholar, Economics a