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Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

Strategies of Mobile Value-Added Services in Korea

Strategies of Mobile Value-Added Services in Korea
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Author(s): Jin Ki Kim (Korea Areospace University, Korea)and Heasun Chun (The State University of New York at Buffalo, USA)
Copyright: 2009
Pages: 21
Source title: Mobile Computing: Concepts, Methodologies, Tools, and Applications
Source Author(s)/Editor(s): David Taniar (Monash University, Australia)
DOI: 10.4018/978-1-60566-054-7.ch194


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As the growth of the mobile market decreases and the market competition intensifies, mobile carriers have been trying to find new business models to retain their profits and expand their business boundaries. Development of value-added services increases the chances of keeping the growth with mobile carriers. This chapter discusses the motivation of mobile value-added service in terms of value chain and mobile adoption. Six mobile value-added services presented in Korea are introduced: (1) short messaging service (SMS), (2) personalized call-ring service, (3) mobile music service, (4) mobile video service, (5) mobile payment (m-payment), and (6) mobile games. The major characteristics of those value-added services are discussed with “4Cs”: (1) customization, (2) content-focused, (3) connectedness, and (4) contemporary. This chapter also discusses digital multimedia broadcasting (DMB) as a new value-added service and the impacts of valueadded services on the mobile market. This chapter is concluded with three plausible strategies of mobile carriers: (1) real-time, market-responding strategy, (2) content-focused market strategy, and (3) various bundling service.

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