|
Title:
|
THE BRAZILIAN MOBILE DIGITAL CONTENT MARKET: AN OVERVIEW |
|
Author(s):
|
Marcelo Cortimiglia , Filippo Renga , Andrea Rangone |
|
ISBN:
|
978-972-8924-89-8 |
|
Editors:
|
Sandeep Krishnamurthy |
|
Year:
|
2009 |
|
Edition:
|
Single |
|
Keywords:
|
Mobile Commerce, Emerging Countries, Digital Content |
|
Type:
|
Full Paper |
|
First Page:
|
131 |
|
Last Page:
|
138 |
|
Language:
|
English |
|
Cover:
|
|
|
Full Contents:
|
click to dowload 
|
|
Paper Abstract:
|
Mobile telephony is one of the most important segments of the global telecommunications industry. As a result of
subscription saturation in some markets and intense competition for market share in others, voice revenues stagnate and
mobile telephony network operators (MNO) find themselves increasingly dependent on data revenues, such as those
derived from the creation, distribution and use of digital content. This reality is especially true in emergent countries like
Brazil, China, Russia and India, which are frequently referred to as the mobile battleground for the next decades.
Furthermore, there is a lack of empirical academic studies about specific mobile data services, such as the mobile content
segment, which could expand the understanding of subtleties in topics such as value networks (at firm level) and service
adoption (at individual level). In this context, this paper presents the results of an empirical study to analyse the offering
of mobile digital content in Brazil. A two-phase mixed methods exploratory research was conducted, consisting of a
quantitative web and WAP-based survey of 3,678 mobile content services complemented by a deep case study on the
Brazilian Mobile Content Value Network based on 39 semi-structured interviews with key market experts. |
|
|
|
|
|
|
