Traditionally, telecommunication operators have been the preferred channel for distribution in mobile gaming. These operators have sought to control the entire value chain of telecommunications by controlling all of its components in networks and equipment to services and content. However, several trends in the structure of the mobile gaming industry, and the competitive forces facing it, suggest that this operator-based distribution system may not be the most beneficial in the long run. An alternate distribution strategy, Syndication, has a great potential to provide mutual benefits to all players in the mobile content industry, including the new entrants from traditional media including publishing and entertainment firms. This paper explores the trends in and characteristics of the mobile content landscape, and discusses the benefits and drawbacks of the prevailing distribution model of this industry in a representative developed city in Asia, i.e., Hong Kong. Based on this introduction, we discuss how the technology conversion and other developments in the industry enable – and recommend - the application of Syndication which might be more constructive for the longevity of the smaller mobile content businesses and lead to their sustainable development.
|Title of host publication||Proceedings of the 8th International Conference of the Decision Science Institute (DSI) 2005|
|Subtitle of host publication||Decisions for economic development : improving management for a better world|
|Place of Publication||Barcelona Spain|
|Publisher||IESE Business School University of Navarra|
|Number of pages||12|
|Publication status||Published - 2005|
|Event||International Conference of the Decision Science Institute (8th : 2005) - Barcelona, Spain|
Duration: 3 Jul 2005 → 6 Jul 2005
|Conference||International Conference of the Decision Science Institute (8th : 2005)|
|Period||3/07/05 → 6/07/05|
- distribution model
- mobile content
- Hong Kong
Harrison, N. J. (2005). Adjusting a distribution model: application to the mobile content industry. In J. Segura (Ed.), Proceedings of the 8th International Conference of the Decision Science Institute (DSI) 2005: Decisions for economic development : improving management for a better world (pp. 793-804). Barcelona Spain: IESE Business School University of Navarra.