The 3G Mobile Phone Industry in 2004

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:			Price:
Case Code	:	BSTA036	Flectronic Format: Rs. 300; courier (within India):Rs. 25 Extra Themes -
Case Length	:	09 Pages
Period	:	2004
Organization	:	Various
Pub Date	:	2004
Teaching Note	:	Not Available
Countries	:	Global
Industry	:	Telecomminucations

Abstract:

Mobile phone operators across the world, especially in Europe have paid huge amounts to buy licenses. But they have been finding it increasingly difficult to make their operations viable. This is because 3G (third generation) mobile phone usage and technology has not evolved as expected. As a result, Europe's wireless lead has vanished by 2004, whereas Japan, Korea and parts of USA have forged ahead. The Asian and American experience has led to a shift in expectations about how 3G will be used, away from data services, towards cheaper voice calls, broadband access, music downloads, and movie viewing. Unlike traditional voice service, the adoption of 3G services is very customer-segment specific.

Different services appeal to different types of customers. Another development is the emergence of 'mobile virtual network operators' (MVNOs), who have teamed up with existing operators, and aim to resell access to the operator's mobile network under its own brand. Operators are wondering how the industry will evolve and what applications will be in demand in the years to come.

Keywords:

3G (third generation) mobile, Phone industry, GSM (global standard for mobile), Mobile virtual network operators (MVNO), W-CDMA technology, Mobile 3G telecoms, Telecommunications, HSDPA, CDMA-450, 3G network

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