Innovations in Mobile Value-Added Services: Findings from Cases in India

摘要

Convergence of internet and mobile technologies has fueled growth in service innovations in the telecommunication sector. Digitization has transformed telecommunication value chain from linear to nonlinear web, presenting the role of telecom operators in a dilemma. Objective of the research is to understand the dynamics of technology and service innovation for development of mobile value-added services (VAS). We study the process of service innovation in select mobile VAS in India and map their delivery process on enhanced telecom operations map (eTOM) framework. Our findings indicate challenges in managing sector-crossing service innovations effectively, presenting an opportunity to extend the existing framework.