모바일 애플리케이션 마켓에서의 시나리오별 비즈니스 전략: 통신사업자의 대응전략을 중심으로

Abstract

With the recent advances in smart phone technology, there is a rising interest on applications being used in mobile phones and marketplace where the transactions happen for those applications and contents. Mobile application market has changed the existing distribution structure of mobile contents and application, a closed structure oriented exclusively toward the mobile operators, to more open and flexible ways. More companies are fiercely competing in order to gain dominant power in mobile application market, thus deepening uncertainties in business environment. This research adopts scenario planning technique to examine mobile application market scenarios, according to the operating subjects in the uncertain environment. By analyzing market scenario and discussing countermeasures of mobile operators, we provide strategic ideas to predict potential changes in future business environment.