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A Study On Business Model Innovation Of Telecom Operators In Mobile Internet Era

Posted on:2015-03-31Degree:DoctorType:Dissertation
Country:ChinaCandidate:Y GuoFull Text:PDF
GTID:1109330464950170Subject:Management theory and business management
Abstract/Summary:PDF Full Text Request
Mobile Internet is known as the 4th information wave that changes the world. Mobile Internet is growing at an incredibly fast pace and its business model is impacting traditional industry rules. As a nationally basic, guiding and strategic industry, telecom industry is faced with multiple shocks from new technologies, new industry and new models. Core strengths of traditional telecom operators are gradually weakened. Therefore, in order to regain dominance competition, it has become a key for traditional telecom operators to grasp opportunities and explore business model innovations of mobile Internet.Recent research on business model of mobile Internet is summarized in different degrees from different angles and different stakeholders, relatively dispersed. The main point is that mobile Internet is price free-based, geared to grassroots and characterized with flattening information transmission. However, the exploration of mobile Internet business model for telecom operators is still at a practical level, lack of scientific methodology theory. On the one hand, telecom operators develop with difficulty. On the other hand, OTT companies develop in full wing due to open innovation and fast market reflection. Strategies of smart pipeline/dumb pipeline, open platform and business innovation that currently adopted by foreign operators are non-systematic, unstructured and non-global-oriented. Due to the state-owned characteristics of telecom operators and current mobile Internet development in China, it has become an important factor affecting future survival and development of the three telecom operators in China that cannot be avoided.Therefore, this paper centers on the mobile Internet industry competition structure, focuses on telecom operators and discusses the selection and implementation of business models at different levels. This paper sorts out features, consumer behaviors and influences on traditional industries, and reveals trends, major innovation opportunities and challenges of mobile Internet. This paper summarizes academic research and theoretical development of business models, combines with new requirements, screens and extracts business model types under the mobile Internet background from the perspective of each participant. Through the analysis of three core elements of mobile Internet - "Internet, terminal and platform technology", this paper adds other three core elements - "pay, channel and customer service". Based on the industrial level, telecom operators should adopt different strategies with mobile Internet companies to accelerate integration through "cross-border operation" to produce new formats and new business models. Based on the enterprise level, telecom operators should speed up traffic operating pace under smart pipeline strategy, combining of big data services platform. Based on the business level, business innovation should be driven by technological innovation and financial innovation.Specifically, this paper reads as follows:1. Mobile Internet fast changing and developing solutionsMobile Internet is fragmented, accurate and highly private. It combines with desktop Internet and mobile communication network. Mobile Internet breaks the asymmetry pattern of information, rapidly transmitting information and widely sharing information. Massive data have been fully integrated and utilized.2. Competitive industry cooperation and win-win strategy - industrial levelThis paper establishes evolutionary game model involved mobile Internet industry participants, proposes four evolutionary stable strategies. Take OTT for example, this paper analyzes three industry-win strategies. For the three domestic telecom operators, protection strategy is not recommended, China Telecom and China Unicom are suggested to launch cooperation strategy with OTT companies, while China Mobile to take competitive strategy with OTT companies.3. Smart pipeline strategy based on big data management and traffic management-enterprise levelThrough deep analysis of domestic, international telecom operators and Internet companies, this paper summarizes three transition paths to enterprise level business model, namely smart mode, smart pipeline and dumb pipeline. Moreover, this paper extracts six key elements of enterprise level business model, namely network construction, technology selection, terminal, content applications, billing patterns and organizational change. Through Analytic Hierarchy Process model, this paper suggests that smart pipeline is the enterprise level business model to be followed.4. Business transformation strategy based on technical innovation and financial innovation - business levelThis paper takes information navigation service - 116114 service for example, builds a system dynamics model at the business level, forms four key feedback loops and analyze impacts of 116114 service from four angles. As a result, telecom operators should launch appropriate technical and business innovation, integrate resources and introduce social capital if possible.
Keywords/Search Tags:Mobile Internet, Telecom Operator, Business Model, Industry Game, Smart Pipeline, Business Innovation
PDF Full Text Request
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