Ubiquitous Communication: where is the Value Created in the Multi-Play Value Network?

Ubiquitous Communication: where is the Value Created in the Multi-Play Value Network?

Mikko Pynnonen (Lappeenranta University of Technology, Finland), Jukka Hallikas (Lappeenranta University of Technology, Finland), Petri Savolainen (Lappeenranta University of Technology, Finland) and Karri Mikkonen (TeliaSonera, Sweden)
Copyright: © 2009 |Pages: 15
DOI: 10.4018/978-1-60566-366-1.ch004
OnDemand PDF Download:
$37.50

Abstract

In a digital home a so-called multi-play system integrates networked entertainment and communications systems. Using a mobile phone, all those services can be controlled and used ubiquitously—from everywhere, at any time. Not much research has been conducted in the field of integrated communication offers. The novelty of this study is in that it addresses the ubiquitous communication system, called the multi-play service, from the perspectives of both the customer preference and operator strategy and transforms this into valuation of resources and capabilities. This chapter provides a framework to connect the customer value preferences to firm resources. The aim of the framework is to connect customer and resource-based strategies together. As a result of the analysis the authors reveal the most important resources in contrast to the customer value preferences.
Chapter Preview
Top

Introduction

The connectedness with everything, everywhere, all the time is what surrounds us more and more in the modern information society. Synonymous to omnipresence, ubiquity is also provided by mobile phones that follow us nearly everywhere and all the time. In a digital home a so-called multi-play system integrates networked entertainment and communication systems, providing television, video on demand, music, telecommunications etc. Using a mobile phone, all those services can be controlled and used ubiquitously—from everywhere, at any time.

As the communication situation can take place in a stable or mobile location, and the need to enrich communication varies, the choice that the user makes between access types varies greatly. If ubiquity is added to an integrated offering, and the portable computer has the same dynamic and personal settings, it has all the potential to become a mobile communications center as well, especially for sessions demanding more rich media. When the user is physically moving, the usability and availability of a laptop computer decreases, and a mobile terminal becomes the choice. In the case of full integration, the user can still browse files from a PC with the mobile terminal. As those files are located in the network, they do not need to be sent through the radio network, which then also becomes an economic driver for ubiquity in the integrated model.

Not much research has been conducted in the field of integrated communication offers. Furthermore, there is not much literature or research available that profoundly considers the characteristics of a ubiquitous communication system. The novelty of this study is in that it addresses the ubiquitous communication system, called the multi-play service, from the perspectives of both the customer preference and operator strategy and transforms this into valuation of resources and capabilities (Srivastava et al., 2001). The multi-play offer is a new business concept consisting of an integrated set of features aiming to deliver greater systemic value to end customers (Gardner, 2001; Kothandaraman & Wilson, 2001).

The objective of this chapter is to provide a framework to connect the customer value preferences to firm resources. The practical suitability of the method is demonstrated with a relevant real-life business concept development case example of a Nordic operator (Mikkonen et al., 2008). The focus is in the resource analysis although the customer value and the business model analysis are also reviewed. This chapter and the method of a business model are based on several case studies on the subjects of the customer driven business model. The mapping framework connects different levels together in a system hierarchy. It consists of sequential steps from customer needs to the actor resources and capabilities in a value network. The aim of the framework is to connect customer and resource-based strategies together. As a result of the analysis we reveal the most important resources in contrast to the customer value preferences.

The chapter is structured so that first the backgrounds of the multi-play service and the integrated operator are discussed, second the research framework is introduced, third the customer value analysis and business model mapping are discussed, fourth the resource analysis is provided, and fifth the future trends concerning the multi-play and the method are discussed followed by the conclusion.

Complete Chapter List

Search this Book:
Reset
Editorial Advisory Board
Table of Contents
Preface
Milena Head, Eldon Y. Li
Acknowledgment
Milena Head, Eldon Y. Li
Chapter 1
Jan H. Kietzmann
The recent evolution of mobile auto-identification technologies invites firms to connect to mobile work in altogether new ways. By strategically... Sample PDF
For Those About to Tag
$37.50
Chapter 2
Adrian Lawrence, Jane Williams
As commercial interest in LBS increases, legal and regulatory bodies are becoming increasingly interested in the extent to which use of LBS may... Sample PDF
Privacy and Location-Based Mobile Services: Finding a Balance
$37.50
Chapter 3
Dietmar G. Wiedemann, Wolfgang Palka, Key Pousttchi
A sizeable body of research on mobile payment evolved in recent years. Researchers analyzed success factors and acceptance criteria as well as... Sample PDF
Business Models for Mobile Payment Service Provision and Enabling
$37.50
Chapter 4
Mikko Pynnonen, Jukka Hallikas, Petri Savolainen, Karri Mikkonen
In a digital home a so-called multi-play system integrates networked entertainment and communications systems. Using a mobile phone, all those... Sample PDF
Ubiquitous Communication: where is the Value Created in the Multi-Play Value Network?
$37.50
Chapter 5
Adam Vrechopoulos, Michail Batikas
Mobile government transform many of the traditional governance practices. The citizens’ adoption of M-Government services (e.g. voting, tax... Sample PDF
Predicting the Adoption of Mobile Government Services
$37.50
Chapter 6
Katarzyna Wac, Richard Bults, Bert-Jan van Beijnum, Hong Chen, Dimitri Konstantas
Mobile service providers (MoSPs) emerge, driven by the ubiquitous availability of mobile devices and wireless communication infrastructures. MoSPs’... Sample PDF
Towards Mobile Web 2.0-Based Business Methods: Collaborative QoS-Information Sharing for Mobile Service Users
$37.50
Chapter 7
Giangluigi Me, Daniele Pirro, Roberto Sarrecchia
Currently the most popular attacks to the E-Banking Web applications target the authentication systems relying on the single-side client... Sample PDF
Strong Authentication for Financial Services: PTDs as a Compromise Between Security and Usability
$37.50
Chapter 8
Antonio Ruiz-Martinez, Daniel Sanchez-Martinez, Maria Martinez-Montesinos, Antonio Gomez-Skarmeta
Non-repudiation is an important issue in mobile business and mobile commerce in order to provide the necessary evidences to prove whether some party... Sample PDF
Mobile Signature Solutions for Guaranteeing Non-Repudiation in Mobile Business and Mobile Commerce
$37.50
Chapter 9
Soe-Tsyr Yuan, Fang-Yu Chen
Peer-to-Peer applications harness sharing between free resources (storage, contents, services, human presence, etc.). Most existing wireless P2P... Sample PDF
UbiSrvInt: A Context-Aware Fault-Tolerance Approach for WP2P Service Provision
$37.50
Chapter 10
Dianne Cyr, Milena Head, Alex Ivanov
Anytime anywhere services offered through mobile commerce hold great potential to serve customers in wireless environments. However, there is... Sample PDF
Perceptions of Mobile Device Website Design: Culture, Gender and Age Comparisons
$37.50
Chapter 11
Douglass J. Scott, Constantinos K. Coursaris, Yuuki Kato, Shogo Kato
This study compared the exchange of emotional content in PC and mobile e-mail in business-related discussions. Forty American business people were... Sample PDF
The Exchange of Emotional Content in Business Communications: A Comparison of PC and Mobile E-Mail Users
$37.50
Chapter 12
Carla Ruiz-Mafe, Silvia Sanz-Blas, Adrian Broz-Lofiego, Daniel Marchuet
The chapter aims to present an in-depth study of the factors influencing Mobile Internet adoption. The authors analyse the influence of Internet use... Sample PDF
Mobile Internet Adoption by Spanish Consumers
$37.50
Chapter 13
Mahil Carr
This chapter introduces concepts, frameworks and possible models for introducing mobile payments in India. The introductory section defines mobile... Sample PDF
Framework for Mobile Payment Systems in India
$37.50
Chapter 14
E.S. Samundeeswari, F. Mary Magdalene Jane
Over the years computer systems have evolved from centralized monolithic computing devices supporting static applications, into client-server... Sample PDF
Mobile Code and Security Issues
$37.50
Chapter 15
Tommi Pelkonen
This chapter describes the Finnish mobile telecommunications industry trends and prospects. In addition, it presents two theoretical frameworks... Sample PDF
Finland: Internationalization as the key to Growth and M-Commerce Success
$37.50
Chapter 16
Dickson K.W. Chiu, S.C. Cheun, Ho-Fung Leung
In a service-oriented enterprise, the professional workforce such as salespersons and support staff tends to be mobile with the recent advances in... Sample PDF
Mobile Workforce Management in a Service-Oriented Enterprise: Capturing Concepts and Requirements in a Multi-Agent Infrastructure
$37.50
Chapter 17
Dawn-Marie Turner, Sunil Hazari
Wireless technology has broad implications for the healthcare environment. Despite its promise, this new technology has raised questions about... Sample PDF
Bringing Secure Wireless Technology to the Bedside: A Case Study of Two Canadian Healthcare Organizations
$37.50
About the Contributors