Opportunity-driven technology roadmapping: The case of 5G mobile services

•This study proposes an opportunity-driven roadmapping approach.•The approach integrates technological opportunities with market opportunities.•Technological opportunities are identified based on patents in a retrospective manner.•Market opportunities are identified based on the value proposition method.•The suggested approach was applied to the mobile services industry and verified its usability. Given the increasing significance of technology-push strategy and market-driven strategy, an integrated approach to technology roadmapping that considers both strategies in a systemic way is needed. To satisfy such need, this study suggests a novel roadmapping approach, named opportunity-driven roadmapping. It integrates the identification of technological opportunities in a retrospective manner and the proposition of future values in a prospective manner. During roadmapping, three canvases (value proposition canvas, technology solution canvas, and roadmap canvas) are used and three analyses (scenario analysis, patent analysis, and relationship analysis) are employed to support decision-makings for each canvas. Since mobile services industry has numerous business opportunities due to the emergence of 5 G telecommunications technologies, the suggested approach is applied to mobile services industry to verify its usability.