Wireless Fidelity - A Scenario Analysis
ScenariosWiFiDistruptive InnovationsTelecomUSManagement of enterprisesFöretagsledningManagementBusiness and Economics
AbstractTitle: Wireless Fidelity ? A Scenario Analysis Authors: Mellberg Ola, Technology Management, Lund UniversityMårtensson Jens, Technology Management, Lund University Tutors: Andersson Jens A, Faculty of Engineering LTHKarlberg Johan, Sony Ericsson Mobile Communication ABSvensson Claes, Lund University Discussion: The most significant impacts on the telecom industry over the past decades have been the rapid growth of the Internet and mobile telephone services. Currently these two worlds are converging. Moreover, the fast expansion of wireless high capacity Internet access, increased distribution of local/public hotspots and rapid development of wireless network cards have opened new opportunities for the mobile telecom industry. Research Questions:To what extent could the explosion of local and public wireless networks, using WiFi technology, affect the future telecom industry? Who will ultimately master the WiFi innovation and to what degree could this innovation open new possibilities for external players to enter the mobile voice industry? Purpose: The purpose of the Master Thesis is to provide Sony Ericsson Mobile Communication AB with the most transformational scenarios, which will enable employees to recognise patterns and interpret the meaning of WiFi-related events as they unfold. Conclusions: In the US telecom industry there are signs of disruptive elements with overshot customers and non-market circumstances. Entrant WiFi/VoIP providers might pose a threat to incumbent players, by bringing voice services into new context, built on low-cost business models. An early convergence between VoIP and WiFi combined with freestanding widespread wireless IP networks indicates a future disruptive path. However, incumbents? willingness to co-opt the WiFi technology innovation, by creating fixed mobile convergence, may generate a non-asymmetric situation pointing towards the direction of a sustaining industry development.