Master Thesis Proposal Presentation: Business Models for Mobile-broadband Media Services – Case Study Indonesia Telecom Market
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This presentation outlines a master's thesis proposal on developing business models for profitable mobile broadband media services in Indonesia. The proposal discusses background on shifting usage patterns and expectations for mobile broadband. It defines the problem of making these media services sustainable businesses while addressing common and unique market challenges in Indonesia. The methodology will use a mixed qualitative and quantitative approach including literature review, data collection from experts and users, and analysis of the broadband ecosystem and value networks. The expected results are identification of strategies by assessing existing business models and Indonesia's telecom landscape, understanding the market by analyzing user characteristics, and providing recommendations to feasibility test solutions and highlight suitable options.
Master Thesis Proposal Presentation: Business Models for Mobile-broadband Media Services – Case Study Indonesia Telecom Market
- 1. Master Thesis Proposal Presentation Business Models for Mobile Broadband Media Services – Case Study Indonesia Telecom Market Laili Aidi Jan Markendahl Greger Blennerud KonradTolmar (Supervisor) (Supervisor) (Examiner)
- 2. Question How to make the media services delivered on top of mobile broadband become profitable business in Indonesia? 2
- 4. Background Shift in usage and expectation Mobile broadband as preferred access Potencies in multimedia services Sustainable media business challenges ommon challenges C nique market characteristics challenges U 4
- 5. Problem Definition Mobile user’s characteristic? Current actors and strategies? Potential MNO’s positions and roles? Challenges and solutions? 5
- 6. Related Works usiness Model, Actor, Network B Bottom-line Analysis Elnegaard et all (2009), Bohlin (2007) Schematic-reasoning approaches Camponovo-Pigneur (2007), Ballon (2007), Bendahan et all (2003), Markendahl (2007) Technology Acceptance TAM, UTAUT, .. Modified Nysveen et all (2005), Pagani (2004) and Lu et all (2005) 6
- 7. Expected Results Strategies identification Assessment of existing BMs Insight Indonesia telecom landscape Supply-side and existing ecosystem analysis Market understanding Loyalty & satisfaction Willingness to pay & continue Expectation & perception demand-side analysis Recommendation sses feasibility solutions A ighlight suitable options H 7
- 8. Methodology Mixed approach Qualitative Quantitative (complementing)* Literature study Business model, actor, network Technology acceptance Industrial & technological background Data collection Value framework Content, Expert sampling and Interview Empirical framework Random sampling, Secondary source *J.W. Creswell. Research design: qualitative, quantitative, and mixed method approaches. London: Sage Publications, Inc., 2003 8
- 9. Methodology ata Analysis D Chesbrough and Rosenbloom (2002)’s 6 components Håkansson and Snehota (1989) for ARA-Value network component Broadband Ecosystem* Final formulation Solutions proposal Benchmark: drivers – obstacles point of view Limitations & further work direction *Y. Kim, T. Kelly, S. Raja. “Building broadband: Strategies and policies for the developing world”, The World Bank, 2010 9
- 10. Tack！
- 11. Questions ? 11
- 12. Backup Slides
- 13. BM-A-N ottom-line B RAN investment, cost elements dimensioning, forecasted traffic demand Elnegaard et all (2009) Medium-large European country density, HSPA, cost elements evaluation, forecasted traffic & ARPU, profitability evaluation Bohlin (2007) Fictive country (avg. European country) density, 4G, cost elements evaluation, forecasted traffic, required ARPU 13
- 14. BM-A-N chematic-reasoning S amponovo and Pigneur (2007) C Mobile Market Scorecard framework (financial, industry, innovation, market), actors involved using MBusiness Framework Ballon (2007) Control and Value parameter Modeling (value network, functional model, financial model, value proposition) Bendahan et all (2003) Multi-actors analysis (MACTOR, Allas, MASAM) Markendahl (2007) Cooperation models MNO vs. diff. Actors 14
- 15. Technology Acceptance Current models in IT acceptance research Theory of Reasoned Action Technology Acceptance Model (TRA) (TAM) Motivational Model (MM) Theory of Planned Behavior (TPB) Combined technology Model of PC Utilization acceptance and planned (TMCU) behavior model (C-TAM-TPB) Innovation diffusion theory Social cognitive theory (SCT) (IDT) 15
- 16. Technology Acceptance TAM perceived usefulness external variables behavioural actual system intention use perceived ease of use But, previous models inadequate to explain variances Cite success 17-53% for user intentions to use IT Basic flaws, Individual oriented not organizational/enterprise Subjects typically were students, not employees Tested later, not during decision-making process Usage of new system was voluntary 16
- 17. Technology Acceptance UTAUT Explaining 70% of observed variances in study (voluntary / required for work usage) Intention to use Usage Behavior demographic factors 17