文章基本信息

标题：¿Nuevo escenario competitivo en la industria de la telefonía móvil?: Compitiendo a través del iPhone
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作者：Juan Pablo Maicas ; Pedro Mata
期刊名称：Universia Business Review
印刷版ISSN：1698-5117
出版年度：2011
卷号：3
期号：31
出版社：Universia Business Review
摘要：Mobile communications industry has notably evolved in the last years. With the 3G take-off, smartphones have emerged as a new strategic weapon for the operators. This seems to change the competitive environment in the industry. In this paper, we theoretically elaborate on the idea that mobile service providers have the possibility to generate value by commercializing the iPhone. In doing so, we build on the resource based view of the firm and on the existence of switching costs. We advocate that the value generation process through the iPhone rests on its scarce and difficult to imitate conditions, as well as in the switching costs it generates that go beyond the traditional ones in the industry. Our research presents important implications for the operators’ strategy and for the regulator.
其他摘要：Mobile communications industry has notably evolved in the last years. With the 3G take-off, smartphones have emerged as a new strategic weapon for the operators. This seems to change the competitive environment in the industry. In this paper, we theoretically elaborate on the idea that mobile service providers have the possibility to generate value by commercializing the iPhone. In doing so, we build on the resource based view of the firm and on the existence of switching costs. We advocate that the value generation process through the iPhone rests on its scarce and difficult to imitate conditions, as well as in the switching costs it generates that go beyond the traditional ones in the industry. Our research presents important implications for the operators’ strategy and for the regulator.