Integration of Mobile Business and Traditional Business to Acquire Competitive Advantages: A Case Study in China Entertainment Industry
This paper analyzes mobile business in the context of the China entertainment industry as a strategic tool to create a sustainable competitive advantage through the implementation of an effective mobile business model. Uncertainty, risk, and open competition among entertain firms have risen dramatically, leading to a situation that a firm has more and more difficulties to acquire and sustain competitive advantages. Some frameworks concerning this have been established and in this paper we adopt these frameworks. In traditional view, key success factors for creating value to customers through mobile business are user experience, the value contribution of mobile technology, and customer requirements. Based on this view and the distinctive characters of entertainment industry, the most efficient and effective way found to match these factors is to enhance interaction between customers and entertainment firms through mobile business applications, which can facilitate response time and make the interaction more convenient. Other than focusing on telecom operators that were thought as the core of mobile business, this paper suggests a new mobile business model in which a platform operator is the dominator of the model. Additional,the flows both of information and of money are addressed in the paper; so do various layers and the benefits they acquire.