The Communicating Home - Definition, Evaluation and Business Opportunities for TeliaSonera in a 3-5 years perspective
Management of enterprisesFöretagsledningValue structureUser needsTelecommunicationCommunication technologyCommunicating homeBusiness modelBusiness developmentManagementBusiness and Economics
The communicating home concept has been defined byidentifying the dominating communication technologiesto/from and in the homes, the most important customerbehavior and user needs, the dominating products and thedominating actors of the industry.The evaluation of the communicating home industry has beenperformed with a five forces framework analysis and theoriesregarding value migration and value structures of industries. Ithas been concluded that actors of communication technologies,goods and access services will compete fiercely. The barriersof entry will however be high. When it comes to contentservices the situation is completely different. These actors will,to the largest extent, meet lower competition and low barriersof entry. As a consequence a value migration fromcommunication technologies, goods and access services tocontent services will occur.TeliaSonera is suggested to develop a content service portal. Itshould, in its first version, contain IPTV, music on demand,video on demand, data security, online storing and onlinegaming in the first place. The TeliaSonera group has the rightprerequisites to implement and capitalize on a content serviceportal. In addition to the content service portal some otherbusiness opportunities have also been addressed in the businessmodel.