• Title/Summary/Keyword: Mobile ServiceMarket

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An Optimal Strategy of 3G Mobile Handset Distribution by 3-Person Game (3자간게임모형에 의한 3G 이동통신단말기의 치적유통전략)

  • Joo, Young-Jin;Moon, Hyoung-Don
    • Journal of the Korean Operations Research and Management Science Society
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    • v.34 no.4
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    • pp.185-204
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    • 2009
  • The USIM(universal subscriber identity module)-unlock introducing in July 1, 2008 might be led to a significant change that mobile service provider's dominance is considerably dispersed to the handset manufacturer and distributor. Under USIM-unlock environment, mobile service provider, handset manufacturer, and distributor have to make their decisions on their handset distribution channel strategies: the closed distribution channel strategy or the open distribution channel strategy. The change of distribution channel strategy between members in distribution channel can be understood as a matter of strategy choice, and we have developed a theoretical model and analyzed how to make a decision for the member's optimal distribution strategy based on 3-person game model between members of mobile phone distribution channel, under both of '1 subscriber-1 handset' and '1 subscriber-multiple handset' assumptions. Under '1 subscriber-1 handset' assumption, the closed strategy controlled by mobile service provider is all players' optimal solution because the maximum size of the mobile phone market is limited by subscribers. But, as total expected profit by the handset and distribution subsides is a deficit, mobile service provider have to choose the open strategy and consider the conversion to MNO(mobile network operator). Under '1 subscriber-multiple handset' assumption, mobile service provider is trying to find the way how to lock-in its service and mobile phone and how to maximize ARPU(average revenue per unit), while handset manufacturer and distributor have to look for the way how to maximize the mobile phone market using their own marketing efforts, because it is expected that total mobile handset demand for the open market is bigger than demand for the closed market under '1 subscriber-multiple handset' assumption.

Expansion of Universal Service into Broadband and Mobile Communications : The Case of Korea (통신서비스 보편화 이슈 분석 : 초고속인터넷과 이동전화를 중심으로)

  • Lee, Jongyong;Lee, Donghee
    • Journal of Information Technology Applications and Management
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    • v.22 no.1
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    • pp.61-76
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    • 2015
  • In general universal service in telecommunications means a regulatory tool to secure the availability of basic communication services like fixed telephony at an affordable price throughout a country. A re-evaluation of the scope of existing universal service, however, is becoming a core issue as the penetration and usage of broadband and mobile communications matures and a new ICT ecosystem emerges. This study examined whether the universal service polices in Korea need adapting and updating to include broadband and mobile telephony in the universal service, which is based on the necessary and sufficient conditions derived from previous research and foreign countries' experiences : geographical ubiquity of a certain service and the market's ability to provide the service. The result shows the nationwide ubiquity of broadband and mobile communications exists but the ultimate goal pursued by universal service polices trying to make them available and affordable for all is being fulfilled by market dynamics in Korea. Thus, the inclusion of both services in the scope of universal service is regarded as an unnecessary regulation at present time and the expansion of universal service could be addressed as a long-term issue depending on market conditions in the future.

The Effects of Cellular Phone Service Quality to Switching Barrier in Korean Mobile Telecommunication Market (한국 이동통신시장에서 휴대폰 서비스품질이 전환장벽에 미치는 영향 분석)

  • Zu, Hyung-Lyul;Lee, Jin-Choon
    • Journal of Information Technology Services
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    • v.8 no.2
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    • pp.229-245
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    • 2009
  • The Korean mobile telecommunication service market is faced with a tremendous competitive period, in which the market is entering into the maturity stage with launching of the 3rd generation service and with introduction of mobile number portability. In general, it is more important to sustain the old customers than to attracting new customers, as the life cycle of an industry is entering the maturity stage in which the growth rate of new customers is decreasing gradually or becoming stagnant. Thus, mobile telecommunication business has to seek a way to maintain the existing customers instead of promoting new customers. So this study investigates whether the service quality of mobile telecommunication could have effects on the switching barrier of the industry. In order to test the hypothesis on the effects of service quality of mobile telecommunication in Korea on switching barrier, this study collected the questionnaire response data of students including middle and high school students and undergraduates, who are regarded as the major customers in that mobile telecommunication industry.

A Study on Determinants of Consumers' Choice of Mobile Data Service (모바일 데이터서비스 선택 결정요인에 관한 연구)

  • Choi, Sae-Sol;Han, Sung-Soo
    • The Journal of Korean Institute of Communications and Information Sciences
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    • v.40 no.1
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    • pp.115-123
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    • 2015
  • As LTE service and smartphone are emerging as the mainstream of mobile communications market, the value and importance of mobile data service has been further increased. MNO(mobile network operator)s already recognized the data service as essential market needs, and have appealed to consumers based on various satisfaction elements of data service such as faster transmission speed, expended data volume provided as default, and introduction of unlimited plan. So, in the smartphone market where has been mature, investigating what service attributes affect users' selection of data service is very meaningful from the perspectives of both the industry and the academic. Under this background, this study explores determinants influencing consumer's choice for mobile data service and analyzes relative importance of the attributes among different type of users. The findings of this study makes us extend our understanding of consumer characteristics and their service needs in data service centric era, and it provides some implications for establishing telecommunications policies and business strategies.

Applications of Innovation Adoption and Diffusion Theory to Demand Estimation for Communications and Media Converging (DMB) Services (혁신채택 및 확산이론의 통신방송융합(위성DMB) 서비스 수요추정 응용)

  • Sawng Yeong-Wha;Han Hyun-Soo
    • Korean Management Science Review
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    • v.22 no.1
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    • pp.179-197
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    • 2005
  • This study examines market acceptance for DMB service, one of the touted new business models in Korea's next-generation mobile communications service market, using adoption end diffusion of innovation as the theoretical framework. Market acceptance for DMB service was assessed by predicting the demand for the service using the Bass model, and the demand variability over time was then analyzed by integrating the innovation adoption model proposed by Rogers (2003). In our estimation of the Bass model, we derived the coefficient of innovation and coefficient of imitation, using actual diffusion data from the mobile telephone service market. The maximum number of subscribers was estimated based on the result of a survey on satellite DMB service. Furthermore, to test the difference in diffusion pattern between mobile phone service and satellite DMB service, we reorganized the demand data along the diffusion timeline according to Rogers' innovation adoption model, using the responses by survey subjects concerning their respective projected time of adoption. The comparison of the two demand prediction models revealed that diffusion for both took place forming a classical S-curve. Concerning variability in demand for DMB service, our findings, much in agreement with Rogers' view, indicated that demand was highly variable over time and depending on the adopter group. In distinguishing adopters into different groups by time of adoption of innovation, we found that income and lifestyle (opinion leadership, novelty seeking tendency and independent decision-making) were variables with measurable impact. Among the managerial variables, price of reception device, contents type, subscription fees were the variables resulting in statistically significant differences. This study, as an attempt to measure the market acceptance for satellite DMB service, a leading next-generation mobile communications service product, stands out from related studies in that it estimates the nature and level of acceptance for specific customer categories, using theories of innovation adoption and diffusion and based on the result of a survey conducted through one-to-one interviews. The authors of this paper believe that the theoretical framework elaborated in this study and its findings can be fruitfully reused in future attempts to predict demand for new mobile communications service products.

A Study on the Relationship among Service Quality of Membership Programs, Customer Satisfaction, and Customer Loyalty in Korean Mobile Telecommunications (국내 이동통신 멤버십프로그램의 서비스품질과 고객만족, 고객충성도와의 관계)

  • Paik Chun-Hyun;Kim Cheol-Min;Byun Hee-Jun
    • Korean Management Science Review
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    • v.23 no.1
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    • pp.115-133
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    • 2006
  • From early 1999 years, the mobile telecommunication companies have introduced the mobile telecommunication membership program to attract more customers. However, the severe competition in the mobile telecommunication market has made the mobile telecommunication membership program to be faced with the matured mobile telecommunication market and the mobile number portability. Wain focus of this study is to find what are the core elements of service qualify of the mobile telecommunication membership program. To achieve research objective, we conceptualized the service quality of mobile telecommunication membership program. We also derived hypotheses regarding the relationships between service quality of the program, customer satisfaction, and customer loyalty and examined it by using the empirical research methodology. We suggest new marketing strategies of the mobile telecommunication membership program which can be applied to improve the corporate competitiveness.

Service Quality of Membership programs, Customer Satisfaction, and Customer Royalty in Korean Mobile Telecommunications (국내 이동통신 멤버십프로그램의 서비스품질과 고객만족, 고객충성도와의 관계)

  • Kim, Cheol-Min;Byun, Hee-June;Paik, Chun-Hyun
    • Proceedings of the Korean Operations and Management Science Society Conference
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    • 2005.10a
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    • pp.371-387
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    • 2005
  • From early 1999 years, the Mobile Telecommunication Companies have introduced the Mobile Telecommunication Membership Program to attract more customers. However, the severe competition in the Mobile Telecommunication market has made the Mobile Telecommunication Membership Program to be faced with the matured Mobile Telecommunication market and the Mobile Number portability. Main focus of this study is to find what are the core elements of service quality of the Mobile Telecommunication Membership Program. To achieve research objective, we conceptualized the service quality of Mobile Telecommunication Membership Program. We also derived hypotheses regarding the relationships between service quality of the program, customer satisfaction, and customer loyalty and examined it by using the empirical research methodology. We suggest new marketing strategies of the Mobile Telecommunication Membership Program which can be applied to improve the corporate competitiveness.

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Empirical Analysis of Induced Demand Resulted from LTE Service Launching (LTE 서비스 도입에 따른 유도된 수요 발생에 관한 실증 연구)

  • Lee, Sang-Woo;Choi, Sun-Me;Park, Jun-Seon;Park, Myeong-Cheol
    • The Journal of Korean Institute of Communications and Information Sciences
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    • v.37 no.8C
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    • pp.741-749
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    • 2012
  • Since introduction of smart phone in Korean mobile telecommunication market, mobile internet service market has changed dramatically. Although there have been many heated discussion of pro and cons of recent tremendous growth of mobile traffic, mobile data service market has contributed to re-development of whole telecommunication market. This paper is aimed at empirically test and confirms the occurrence of induced demand resulted from LTE service launching. In conclusion, we suggest the direction of regulation and policy for sustainable development of mobile internet service.

Research regarding mobile service fusion technology and develpement on jeju area (제주 지역의 모바일서비스 융합 및 발전방향 연구)

  • Im Gi-Duck;Lee Dong-Cheol
    • Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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    • 2006.05a
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    • pp.672-674
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    • 2006
  • Information and communication technology joins in and with development the mobile service pattern which the tourist uses is various and it is changing. Jeiu area is the domestic maximum tourist resort which the annual 5 million visit. The mobile service pattern change from mobile market predition does to be possible. Research analysis against sightseeing industry which is major industry and a mobile service market it led from the research which it sees location base and the mobile fusion technology.

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A Survey m Demand and Activation of Mobile Internet Business (무선인터넷 비즈니스 수요조사 및 활성화 방안)

  • 김철환;오광운
    • The Journal of Society for e-Business Studies
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    • v.7 no.3
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    • pp.1-19
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    • 2002
  • This research investigates several essential topics of m-business by conducting a questionnaire to the professional experts. The topics include the market structure and business, the demand for available m-business service and its development, the market size and market growth factors, the service fee, the core technologies and technology development prediction. This paper contributes to the development of m-business in that it provides criteria and policies for more active and efficient treatment of m-business market under IMT2000 environment and also offers guides and plans of m-business activation for both government and enterprise.

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