Difussion of radically new products strategies for telecommunication equipment vendors to manage the diffusion of mobile internet in developing country markets - The case of Ericsson Turkey

Abstract

In today's dynamic business life, mobility could be addressed as the strongestfactor shaping the preferences of consumers. Mobility is indisputably the major driving force behind the success of wireless communication. On the other hand,the Internet has become our primary source and means of information. The concept of being accessible to the Internet while one is mobile has ended up in the creation of Mobile Internet services. The future of this new technology is still controversial in the developed markets. We believe that it was somewhat of an interesting departure point for us to study the situation of mobile Internet in emerging markets beside the developed markets. We have taken Turkey into spotlight, since the market has been relatively different from the other emerging markets where several issues have already been resolved such as the presence of an eligible technical structure for development of mobile Internet. Additionally, Turkey is the fourth largest market for Ericsson and this warns us about the existence of an important potential for mobile data usage. Internet on the other side has presented a weak performance for several reasons. Mobile Internet could be expected to bring new opportunities for the market. In the light of these facts, we have tried to determine necessary actions to be taken by various players in Turkish telecommunication industry, giving an additional emphasize to our case company, Ericsson Turkey. We believe that the academic contribution of the research will also be noteworthy, since it is one of the first studies about this brand new technology.