Building a Platform-Type Business Model to Form an Omnichannel Integration in the Telecommunications Industry

摘要

The purpose of this article is to describe, using a research case, how the leading mobile operator in Russia, MTS, was able to create an original and unique innovative business model in the ICT sector. This model leads to higher rates of successful product innovation, continuous updating of the product range in accordance with the constantly changing needs of consumers, and outstanding results in terms of reputation and customer loyalty. MTS' platform-oriented business model is a good choice, as the company can build a solid foundation that integrates a wide range of products and services, sets rules, and provides opportunities to its customers. In addition, the company contributes to the creation of "traffic and attraction", which can be determined by the size and activity of the user base and the potential ecosystem surrounding it. The advantage of the platform business model is the economy of scale and volume, based on the network effect and the integrity of offers, which makes the consumer's choice of the platform long-term. The disadvantages of platforms include the fact that platforms have a longer lifecycle as compared to the offers that comprise it, in order to become the actual standard in the market.