Current issue

Business model performance
Reflections from three studies of mobile data services

Leif B. Methlie and Per E. Pedersen

Abstract

The main research problem raised in this paper is whether strategic choices in the business model of mobile service providers have performance implications for mobile data services. The research model applied is based on the proposition that structural market conditions constrain the decision options under which the service providers can design their service offerings that ultimately provide values to end-users. This chain of causality is explored via three separate empirical studies of mobile data services in Norway. A final discussion on the research framework used and the main industry and research implications are included. The paper identifies paths of influence from business model decisions through service attributes to perceived customer value. Particular attention should be paid to the mobile specificity of the service providers´ value propositions in order to gain customer value. Another important conclusion is that the influence of business model choices is service category dependent.