Understanding Dynamics in a Evolving Industry: Case of Mobile VAS in India

Jackson Fernandez, Ram Kumar Kakani, UNDERSTANDING DYNAMICS IN A EVOLVING INDUSTRY: CASE OF MOBILE VAS IN INDIA, Great Lakes Herald Journal, 2007

25 Pages Posted: 29 May 2007

See all articles by Jackson Fernandez

Jackson Fernandez

XLRI Jamshedpur - School of Human Resources

Ram Kumar Kakani

Lal Bahadur Shastri National Academy of Administration (LBSNAA)

Abstract

Analysing the future path of an uncertain industry is fraught with risk. We decided to do that. Mobile Value Added Services (VAS) is a rising star in the fast growing wireless business. The growth of this new industry has attracted a wide category of entities right from wireless operators to handset manufacturers to content developers. In this paper, we attempt at understanding the strategic dynamics of the evolving environment within which the Indian players are operating, the challenges and structure of the same. We also attempt to gain insights from relatively more mature VAS markets in other countries. Our literature and industry review indicates that - while the value chain of industry is complicated yet one can observe the bipolar nature of bargaining powers between mobile network operators and content aggregators. We observe the critical role of regulator. Though, the study is restricted to the telecom sector in India, the learning's are applicable to other similar evolving environments. Our probe into the fast changing technology makes us believe - 'The wired entertainment is dead; long live the wires, Welcome mobile entertainment'

Keywords: Business Model, Convergence, Entertainment, India, Industry Dynamics, Media, Mobile Services, Scenario Planning, Technology, and Telecom Sector

JEL Classification: L96, O33, N75, L82, O32, O21

Suggested Citation

Fernandez, Jackson and Kakani, Ram Kumar, Understanding Dynamics in a Evolving Industry: Case of Mobile VAS in India. Jackson Fernandez, Ram Kumar Kakani, UNDERSTANDING DYNAMICS IN A EVOLVING INDUSTRY: CASE OF MOBILE VAS IN INDIA, Great Lakes Herald Journal, 2007, Available at SSRN: https://ssrn.com/abstract=953510 or http://dx.doi.org/10.2139/ssrn.953510

Jackson Fernandez

XLRI Jamshedpur - School of Human Resources ( email )

C H Area (E)
Jamshedpur, Jharkhand 831001
India

Ram Kumar Kakani (Contact Author)

Lal Bahadur Shastri National Academy of Administration (LBSNAA) ( email )

Mussorie, Uttarakhand 248179
India

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