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1、UnderstandingDynamicsinanEvolvingIndustry:CaseofMobileVASinIndiaRamKumarKakani(ram.kakani@spjain.org)SPJainCenterofManagement,SingaporeJacksonFernandez(jackson.fernandez@gmail.com)AccentureConsultingServicesAbstract.Inthispaper,weattemptatunderstandingthestrategicdynamicsoftheevolvingenviron
2、mentwithinwhichtheIndianplayersareoperating,thechallengesandstructureofthesame.MobileValueAddedServices(VAS)isarisingstarinthefastgrowingwirelessbusiness,whichhasattractedawidecategoryofentitiesrightfromwirelessoperatorstohandsetmanufacturerstocontentdevelopers.Wealsoattempttogaininsightsfro
3、mrelativelymorematureVASmarketsinothercountries.Ourliteratureandindustryreviewindicatesthat,whilethevaluechainofindustryiscomplicated,onecanstillobservethebipolarnatureofbargainingpowersbetweenmobilenetworkoperatorsandcontentaggregators.ThoughourstudyisrestrictedtothetelecomsectorinIndia,the
4、learningisapplicabletoothersimilarevolvingenvironments.Ourprobeintothefastchangingtechnologymakesusbelieve'Thewiredentertainmentisdead;longlivethewires,Welcomemobileentertainment'.Keywords:BusinessModel,IndustryDynamics,India,MobileVAS,ScenarioPrediction,andTelecomSectorIt'samazinghowanattem
5、ptatcreatingsomethingsmallorincrementalcanspiralintoarevolutionaryand'futuredefining'product.In1876,aScottishscientist,namely,AlexanderGrahamBell,inanefforttocreateaninstrument©GreatLakesHerald–October2007Volume1,Issue2byGreatLakesInstituteofManagement,Chennai-25-withwhichhecouldcommunicatew
6、ithhisdeafwifeanddeafmother,inventedthetelephone.Sincethenthetelecomindustryhasneverlookedbackandhastransformedintoformsthatcouldamazeeventheinventors.Auditingthestagesofitsgrowthunfortunatelyisbeyondthescopeofourwork.Rather,whatweaspireforinthispieceofresearchistoanalyzeanddepictacriticalst
7、oryasitunfoldsinthetelecomhorizon,especiallyinthecontextofIndia.Inmanyways,electroniccommunicationisregardedasachieffactorleadingtothedevelopmentandintegrationoftheglobe.Atthisjuncture,telecommunicationistakingonaforminfinitelymorepowerfulthanallth
