ABSTRACT
At the same time, on a service level, the innovation initiative of mobile network operators (MNOs), device manufacturers (DMs), and a growing
17.1 Introduction ........................................................................................... 345 17.2 Literature review on value networks and strategic networks ........ 347 17.3 Research methodology ......................................................................... 349 17.4 Mobile content and applications value-adding activities ............... 351 17.5 Mobile content and application value network alternative
configuration ......................................................................................... 353 17.5.1 Full-walled garden configuration........................................... 354 17.5.2 Intermediated content delivery configuration ..................... 355 17.5.3 Full open garden configuration .............................................. 357 17.5.4 Technology and service provider configuration .................. 359 17.5.5 Device manufacturer-driven configuration ......................... 362
17.6 Conclusions and future works ............................................................ 363 References ........................................................................................................ 364
set of third parties catalyzed the development of a wide and appealing offer of value-added, nonvoice mobile digital media services-which include handset browsing, mobile social networking, mobile applications, mobile games, mobile music, mobile video, mobile TV, ringtones, wallpapers, and infotainment alerts-pertaining to the so-called mobile content and applications market segment (Peppard and Rylander, 2006; Kuo and Yu, 2006; Jung et al., 2013).
