Adjusting a distribution model

application to the mobile content industry

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contribution

Abstract

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.
Original languageEnglish
Title of host publicationProceedings of the 8th International Conference of the Decision Science Institute (DSI) 2005
Subtitle of host publicationDecisions for economic development : improving management for a better world
EditorsJ. Segura
Place of PublicationBarcelona Spain
PublisherIESE Business School University of Navarra
Pages793-804
Number of pages12
Publication statusPublished - 2005
EventInternational Conference of the Decision Science Institute (8th : 2005) - Barcelona, Spain
Duration: 3 Jul 20056 Jul 2005

Conference

ConferenceInternational Conference of the Decision Science Institute (8th : 2005)
CityBarcelona, Spain
Period3/07/056/07/05

Keywords

  • distribution model
  • mobile content
  • Hong Kong
  • syndication

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  • Cite this

    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.