A REFERENCE MODEL FOR ANALYZING MOBILE NETWORK OPERATORS' STRATEGIC POSITIONING

The revolutionary changes the Mobile Telecommunications Industries is going through are forcing the Mobile Network Operators (MNOs) to radically reshape their strategies, according to the newly emerged market's value drivers. The purpose of this study is to provide an original reference model for supporting the analysis of MNOs' strategic positioning. Employing the multiple exploratory case studies research methodology, the study identifies five dimensions or classification variables - Content creation & innovation management, Mobile Advertising integration, Communities and Social Networking focus, Charging & billing systems leverage and Network infrastructure management through which describing and assessing an MNO's strategic positioning; consequently the model is applied to the four Italian operators, so to obtain a validation as well as a picture of the adopted strategic positioning. The findings show two alternative and quite contradictory "strategic extremes" the operators are swinging between seem to be emerging: the Pure Carrier positioning, and the Media Company positioning. In between, the Smart Pipe positioning sees the operator making the most out of its assets, gaining the role of the third parties' offer enabler.