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Forecasting Competition of Telecommunication Company in Full Browsing Service Market Based on First-Mover Advantage Analysis  

Park, Jin-Soo (Graduate School of Business, Seoul National University)
Choi, Young-Seok (College of Business Administration, Seoul National University)
Publication Information
Information Systems Review / v.12, no.1, 2010 , pp. 145-164 More about this Journal
Abstract
Since the third generation (3G) mobile communication service has been launched by most mobile communication operators in Korea, the portion of data service in mobile communication service becomes one of the most important factors in mobile communication service market. In past mobile communication market, most mobile communication operators made their profit mostly from voice communication service. However, the portion of profit from data service has gradually increased based on both video phone call and mobile Internet service. In this situation, LG telecom launched the full browsing mobile Internet service. This service provides a new type of mobile Internet service platform which enables to access the World Wide Web using mobile browsers, so we generally access the Web using web browsers in the desktop computer. Under the open network structure of mobile Internet like situation, it is very important to analyze the factors which can affect the competition between mobile communication service companies. So, in this paper, we first present the current state of full browsing service, followed by the expectation of its growth potentials and barriers. Then, we analyze the advantages and disadvantage of LG telecom as a first-mover and SK telecom/KTF as followers. Finally, based on this analysis, we predict the future competition among these companies and the market.
Keywords
Mobile Markets; First-Mover Advantage; Full Browsing;
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