Competition Strategies of a Branding IT Company Entering the Mobile Communication Market: A Case Study of Company A
Date Issued
2010
Date
2010
Author(s)
Chang, Chih-Yuan
Abstract
With the rapid development of technology and products, the suppliers and market of IT and mobile communication industry began to overlap, the segment between the two industries gradually blurred. The study make a analysis on the type of industry convergence for IT and mobile communication industry, and find out the convergence model of IT and mobile communications industry is driven by product convergence in complement. Furthermore, smartphone becomes the result of the product convergence. The coming smartphone market further raises the two industries in technological converngence, and gradually formed a comprehensive integrated industry.
There have been many cross-industry competition in the process of industy convergence. Such as Apple, Google and other IT branding companies entering the smartphone industry successfully, makes the competition increased in smartphone market. The study address eight key successful factors in the smartphone industry based on previous research data. Through expert interviews, in addition to the quality factor is agreed by all experts, another three most important key factors be highlighted:
.The ability to grasp market demending trends
.Creating brand power to contribute the market development
.Building innovation and knowledge management capabilities
In addition, this study collect the successful story of Apple, Google and HP in mobile communication industry, and take the IT company A as a case study, to give four tactical suggestions as a references when company A is entering the smartphone market:
.Entering the low cost market
.An alliance with software service company
.Building brand awareness on channel
.Establishing core technology and R&D capability
Subjects
Industry convergence
Smartphone
Key successful factor
Competitive strategy
Five force analysis
Type
thesis
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