UMTS Market Entry in Russia

Table of Contents

1. Introduction

1.1. Subject and objectives of the thesis

1.2. Delimitation of the topic

1.3. Methodology

2. Theoretical frame: Strategic management

2.1. Kurt Aeberhard: market system analysis

2.2. Michael Porter: the value system and strategic analysis of vertical integration

3. The mobile industry

3.1. Worldwide market trends

3.2. Evolution from mobile communications to mobile commerce

3.2.1. M-commerce - the new service possibilities

3.2.2. Changes in the market system

3.2.2.1. System analysis of the European mobile communications market

3.2.2.2. System analysis of the European mobile commerce market

3.2.2.2.1. Market players of the mobile commerce market

3.2.2.2.2. Environmental factors

3.2.3. The value system of the mobile commerce industry

4. The Russian mobile industry

4.1. Current development of the Russian mobile communications market

4.2. System analysis of the Russian mobile commerce market

4.2.1. Possible players of the mobile commerce market

4.2.2. Environmental factors

4.2.3. Market potential for mobile commerce: end user requirements

5. Strategic options for Russian mobile network operators

6. Conclusion

7. Bibliography

8. Annex

Research Objectives and Themes

This master's thesis aims to analyze the structural changes in the mobile industry resulting from the market entry of UMTS and to formulate a viable strategy for mobile network operators to successfully enter the mobile commerce market in Russia.

• Evolution of telecommunications from voice to mobile data transmission and mobile commerce.
• Application of strategic management models (Aeberhard's market system analysis and Porter's value system) to the mobile industry.
• Evaluation of the Russian mobile communications market environment and consumer potential.
• Strategic analysis of vertical integration into the mobile portal business for network operators.

Excerpt from the Book

Summary of Chapters

1. Introduction: Outlines the shift towards mobile data and UMTS, the cooperation with Siemens, and the research objectives regarding the Russian market entry.

2. Theoretical frame: Strategic management: Introduces Kurt Aeberhard’s market system analysis and Michael Porter’s value system model as the primary analytical frameworks for the thesis.

3. The mobile industry: Examines global trends and the transition to m-commerce, applying theoretical models to structure the mobile industry and its ecosystem.

4. The Russian mobile industry: Applies the developed market models to the current Russian reality, supported by an end-user survey to estimate market potential.

5. Strategic options for Russian mobile network operators: Conducts a strategic analysis of vertical integration, particularly regarding mobile portal entry, and assesses potential competitive dynamics.

6. Conclusion: Summarizes the thesis findings, reinforcing the recommendation for Russian operators to pursue vertical integration and secure a role as payment agents.

Keywords

UMTS, Mobile Commerce, Russia, Network Operators, Vertical Integration, Mobile Portal, Strategic Management, Market System Analysis, Porter's Value System, End-user Survey, Telecommunications, Mobile Data, GPRS, Business Strategy, Payment Agents.

Frequently Asked Questions

What is the core subject of this master's thesis?

The thesis focuses on the market entry of UMTS in Russia and the transformation of mobile network operators from voice providers to facilitators of mobile commerce.

What are the primary fields of research covered?

The research spans strategic management, mobile telecommunications market structures, European and Russian industry analysis, and end-user requirements for new mobile services.

What is the primary objective of this work?

The goal is to understand industry changes due to UMTS and to develop a concrete strategy for mobile network operators to successfully enter the future Russian mobile commerce market.

Which scientific methodology is employed?

The author uses a combination of literature analysis for theoretical foundations (Aeberhard and Porter) and empirical primary data collection via an end-user survey conducted in Moscow.

What is the focus of the main section?

The main section investigates the transition from mobile voice to data, analyzes the specific competitive landscape in Russia, and evaluates vertical integration options for operators.

Which keywords characterize the work?

Key terms include UMTS, Mobile Commerce, Russia, Network Operators, Vertical Integration, and Mobile Portals.

Why is the Russian mobile market considered attractive?

Despite economic volatility, the market is growing rapidly due to low fixed-line penetration and a high consumer demand for mobile-based information and transaction services.

What is the author's final recommendation?

The author suggests that Russian mobile operators should undertake vertical integration into the mobile portal business and aim to become the de-facto payment agents by acquiring banking licenses.