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managing the miTV Offering

Pettersson, Ida and Rydholm, Madeleine (2004)
Department of Business Administration
Abstract
There are three main purposes with this thesis: The first purpose is to find the opinions of the next generation users about mobile TV as an integrated function in mobile phones and the requirement for mobile TV to be appealing to the consumer. The second purpose is to find out what the value chain of mobile TV may look like and if there are incentives for all players required. The third purpose is to analyze how Sony Ericsson Mobile Communication (SEMC) and players in similar situations, being technology pushing, shall manage the phenomenon of inertia in technology innovation adoption resulting in deviations in consumer opinions and industry interests. The conclusions are: The N-Gens are spontaneously negative when first introduced to the... (More)
There are three main purposes with this thesis: The first purpose is to find the opinions of the next generation users about mobile TV as an integrated function in mobile phones and the requirement for mobile TV to be appealing to the consumer. The second purpose is to find out what the value chain of mobile TV may look like and if there are incentives for all players required. The third purpose is to analyze how Sony Ericsson Mobile Communication (SEMC) and players in similar situations, being technology pushing, shall manage the phenomenon of inertia in technology innovation adoption resulting in deviations in consumer opinions and industry interests. The conclusions are: The N-Gens are spontaneously negative when first introduced to the mobile TV concept. This resistance can only be overcome by presenting a complete offering, miTV that exceeds the high expectations of the N-Gens. To create this offering will require the cooperation of the DTV value chain and the mobile phone value chain in a value creating net, including the right partners. This will most likely be achieved by the hybrid solution. Merely presenting an offering is not enough; it also has to be introduced to the market in the right way. For SEMC, this means by a triple drive strategy. (Less)
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author
Pettersson, Ida and Rydholm, Madeleine
supervisor
organization
year
type
H1 - Master's Degree (One Year)
subject
keywords
N-Gens, mobile TV, miTV, focus group, technology innovation adoption, value net, offering, Sony Ericsson mobile Communication, Management of enterprises, Företagsledning, management
language
English
id
1346229
date added to LUP
2004-05-24
date last changed
2012-04-02 15:11:56
@misc{1346229,
  abstract     = {There are three main purposes with this thesis: The first purpose is to find the opinions of the next generation users about mobile TV as an integrated function in mobile phones and the requirement for mobile TV to be appealing to the consumer. The second purpose is to find out what the value chain of mobile TV may look like and if there are incentives for all players required. The third purpose is to analyze how Sony Ericsson Mobile Communication (SEMC) and players in similar situations, being technology pushing, shall manage the phenomenon of inertia in technology innovation adoption resulting in deviations in consumer opinions and industry interests. The conclusions are: The N-Gens are spontaneously negative when first introduced to the mobile TV concept. This resistance can only be overcome by presenting a complete offering, miTV that exceeds the high expectations of the N-Gens. To create this offering will require the cooperation of the DTV value chain and the mobile phone value chain in a value creating net, including the right partners. This will most likely be achieved by the hybrid solution. Merely presenting an offering is not enough; it also has to be introduced to the market in the right way. For SEMC, this means by a triple drive strategy.},
  author       = {Pettersson, Ida and Rydholm, Madeleine},
  keyword      = {N-Gens,mobile TV,miTV,focus group,technology innovation adoption,value net,offering,Sony Ericsson mobile Communication,Management of enterprises,Företagsledning, management},
  language     = {eng},
  note         = {Student Paper},
  title        = {managing the miTV Offering},
  year         = {2004},
}