Strategic analysis of the mobile services value chain in Iran’s capital market and development of a mechanism to promote it

摘要

The goal of the present study was to strategically analyze the value chain of the services based on cell phone in Iran’s capital market and to present solutions for its upgrade. Nowadays, due to focusing on the customer and his needs, services are of great significance to create value for the customers. On the other hand, given the growing trend of online users, the capital market’s future be-longs to the online business. This research was concerned with a strategic analysis of the aforesaid services value chain. By using SWOT method, the data related to the strengths, weaknesses and threats, as well as environmental opportunities, were collected through using two questionnaires and interviews with users, specialists, and experts in technical and regulatory domains. At the end, by using descriptive statistical methods of analysis, suggestions for upgrading every part of the chain have been presented. Regarding the analyses, the weakness in communication networks and the existing infrastructure for the purpose of information transfer could be regarded as the greatest barrier to the services; also, due to the substructure problems, sometimes the users could be faced with problems such as inaccessibility to the information and inability in conducting their transactions. However, it should be noted that the companies providing these services have been success-ful in presenting efficient software and useful information for their users, as well as giving them deep satisfaction. Given the existing high capacity in this competitive market and the growing number of online users, it is predicted that the capital market could have the potential to be greatly prosperous and serve as an appropriate market for newcomers’ activity.