Mobilannonsering
Hur ett värdenätverk formas kring en ny mediekanal
Dynamic marketsValue migrationValue creating networksValue constellationsCo-productionBusiness models
Mobile telecom and the Internet are converging, which opens new possibilities for market actors to create business through the mobile handset. At the same time market experts are predicting that mobile operator?s existing dominance in the telecom market will in the future decline as new technology such as VoIP and services will erode the operator?s traditional revenue model. This implies that mobile operators will need to rethink their dominant business logic to create new value for their customers. Mobile operators are aiming to expand their existing revenue model through advertising in the mobile handset and are searching to create new business models that evolve advertising sales. Hence, are repositioning into a new role as media owners. However, to succeed the authors of this thesis have found that operators are dependent on external actors to help create attractive platforms, that can entice end-users and advertiser, as well as partners that can communicate the mobile medium?s benefits to advertisers. This study aims to identify those actors that an established operator in the Swedish telecom market is dependent upon. Describe how their activity links shape a network and create value for the mobile operator and the mobile medium. The authors further identify those business model components that they perceive are most important for the operator in the creation of a business model for mobile advertising. The authors also provide insights regarding which external factors the Swedish mobile operator Tre needs to consider in their attempts to implement a business model for mobile advertising.