ABSTRACT
Similar to other emerging industries, mobile social networking is characterized by a continuously changing and complex environment that creates important uncertainties at the levels of technology, consumer demand, and business strategy. At the technological level, uncertainties are typically caused by the rapid technological development and the battle for establishing standards, which are common in the beginning stages of the life cycle of any industry. Regarding demand, despite a generalized consensus about the huge potential of mobile business services, nobody actually knows how to exploit the new possibilities brought about by technology to create valuable services for which the customers are willing to pay. Finally, strategic uncertainties in business are common situations in emerging industries, where the essential characteristic from the viewpoint of formulating strategies is that there are no established rules of the game. Consequently, mobile social network (MSN) providers should be experienced in various strategic business approaches and must constantly reposition themselves to find the most competitive position in the industry [1].
