Abstract

Market-opportunity assessments for new mobile services are mostly performed via a quantitative method. In this paper, we provide an alternative, which is predominantly qualitative. It can be used as part of an integrated business-modelling framework. The method consists of four steps: (1) a valuenetwork analysis, (2) a competitive analysis, (3) a market segmentation, and (4) scenario development. The scenarios from the last step lead to strategic choices for the service provider. We applied this method in a case study about a mobile service for language education, resulting in insightful results for the service provider.

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