Value Creation in the Mobile Market: A Reference Model for the Role(s) of the Future Mobile Network Operator

In recent years competitive pressure in mobile markets has increased remarkably. New business models and thus new actors have entered the market. This contribution analyzes the reconfiguration of value structures and strategies in mobile markets. For this purpose, mobile network operators’ service portfolio is analyzed on the basis of a worldwide survey, and the relevant current and future value creation activities are identified with consideration of additional actors and influence factors. On that basis, roles are developed, linked with regard to value flows and combined to a reference model for the mobile market value net. Subsequently, scenario planning is used to develop a set of criteria for the construction of corresponding future scenarios and the application of the reference model is demonstrated with such a scenario.