Master Thesis Proposal                     Presentation          Business Models for   Mobile Broadband Media Services –  ...
Question   How to make the media servicesdelivered on top of mobile broadband      become profitable business             ...
Outline Background Problem Definition Related Works Results Methodology                       3
Background Shift in usage and expectation Mobile broadband as preferred access Potencies in multimedia services Sustai...
Problem Definition Mobile user’s characteristic? Current actors and strategies? Potential MNO’s positions and roles? C...
Related Works  usiness Model, Actor, Network B   Bottom-line Analysis  Elnegaard et all (2009), Bohlin (2007)   Schemat...
Expected Results Strategies identification    Assessment of existing BMs    Insight Indonesia telecom landscapeSupply-s...
Methodology  Mixed approach          Qualitative          Quantitative (complementing)*  Literature study          Bu...
Methodology   ata Analysis  D          Chesbrough and Rosenbloom (2002)’s 6 components          Håkansson and Snehota (...
Tack!
Questions ?              11
Backup Slides
BM-A-N  ottom-line B RAN investment, cost elements dimensioning, forecasted traffic demand   Elnegaard et all (2009)    ...
BM-A-N  chematic-reasoning S    amponovo and Pigneur (2007)   C   Mobile Market Scorecard framework (financial, industry...
Technology AcceptanceCurrent models in IT acceptance research   Theory of Reasoned Action     Technology Acceptance Model ...
Technology Acceptance TAM                            perceived                            usefulness              externa...
Technology Acceptance UTAUT   Explaining 70% of observed variances in study (voluntary / required for work   usage)  Int...
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Master Thesis Proposal Presentation: Business Models for Mobile-broadband Media Services – Case Study Indonesia Telecom Market

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This thesis intends to systematically research the suitable business model options for mobile-broadband media services, which specifically focuses to Indonesia’s telecom market, as one of the world largest emerging economy.

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Master Thesis Proposal Presentation: Business Models for Mobile-broadband Media Services – Case Study Indonesia Telecom Market

  1. 1. Master Thesis Proposal Presentation Business Models for Mobile Broadband Media Services – Case Study Indonesia Telecom Market Laili AidiJan Markendahl Greger Blennerud KonradTolmar (Supervisor) (Supervisor) (Examiner)
  2. 2. Question How to make the media servicesdelivered on top of mobile broadband become profitable business in Indonesia? 2
  3. 3. Outline Background Problem Definition Related Works Results Methodology 3
  4. 4. Background Shift in usage and expectation Mobile broadband as preferred access Potencies in multimedia services Sustainable media business challenges   ommon challenges C   nique market characteristics challenges U 4
  5. 5. Problem Definition Mobile user’s characteristic? Current actors and strategies? Potential MNO’s positions and roles? Challenges and solutions? 5
  6. 6. Related Works  usiness Model, Actor, Network B  Bottom-line Analysis Elnegaard et all (2009), Bohlin (2007)  Schematic-reasoning approaches Camponovo-Pigneur (2007), Ballon (2007), Bendahan et all (2003), Markendahl (2007) Technology Acceptance  TAM, UTAUT, ..  Modified Nysveen et all (2005), Pagani (2004) and Lu et all (2005) 6
  7. 7. Expected Results Strategies identification  Assessment of existing BMs  Insight Indonesia telecom landscapeSupply-side and existing ecosystem analysis Market understanding  Loyalty & satisfaction  Willingness to pay & continue  Expectation & perceptiondemand-side analysis Recommendation   sses feasibility solutions A   ighlight suitable options H 7
  8. 8. Methodology  Mixed approach  Qualitative  Quantitative (complementing)*  Literature study  Business model, actor, network  Technology acceptance  Industrial & technological background  Data collection  Value framework Content, Expert sampling and Interview  Empirical framework Random sampling, Secondary source*J.W. Creswell. Research design: qualitative, quantitative, and mixed method approaches. London: Sage Publications, Inc., 2003 8
  9. 9. Methodology   ata Analysis D  Chesbrough and Rosenbloom (2002)’s 6 components  Håkansson and Snehota (1989) for ARA-Value network component Broadband Ecosystem*  Final formulation  Solutions proposal  Benchmark: drivers – obstacles point of view  Limitations & further work direction*Y. Kim, T. Kelly, S. Raja. “Building broadband: Strategies and policies for the developing world”, The World Bank, 2010 9
  10. 10. Tack!
  11. 11. Questions ? 11
  12. 12. Backup Slides
  13. 13. BM-A-N  ottom-line B RAN investment, cost elements dimensioning, forecasted traffic demand  Elnegaard et all (2009) Medium-large European country density, HSPA, cost elements evaluation, forecasted traffic & ARPU, profitability evaluation  Bohlin (2007) Fictive country (avg. European country) density, 4G, cost elements evaluation, forecasted traffic, required ARPU 13
  14. 14. BM-A-N  chematic-reasoning S   amponovo and Pigneur (2007) C Mobile Market Scorecard framework (financial, industry, innovation, market), actors involved using MBusiness Framework  Ballon (2007) Control and Value parameter Modeling (value network, functional model, financial model, value proposition)  Bendahan et all (2003) Multi-actors analysis (MACTOR, Allas, MASAM)  Markendahl (2007) Cooperation models MNO vs. diff. Actors 14
  15. 15. Technology AcceptanceCurrent models in IT acceptance research Theory of Reasoned Action Technology Acceptance Model (TRA) (TAM) Motivational Model (MM) Theory of Planned Behavior (TPB) Combined technology Model of PC Utilization acceptance and planned (TMCU) behavior model (C-TAM-TPB) Innovation diffusion theory Social cognitive theory (SCT) (IDT) 15
  16. 16. Technology Acceptance TAM perceived usefulness external variables behavioural actual system intention use perceived ease of useBut, previous models inadequate to explain variances  Cite success 17-53% for user intentions to use IT  Basic flaws, Individual oriented not organizational/enterprise  Subjects typically were students, not employees  Tested later, not during decision-making process  Usage of new system was voluntary 16
  17. 17. Technology Acceptance UTAUT Explaining 70% of observed variances in study (voluntary / required for work usage)  Intention to use  Usage Behavior  demographic factors 17

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