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Filling the Gaps in Fixed-Mobile Convergence: The Role of the Portable Internet Services (PIS)

Filling the Gaps in Fixed-Mobile Convergence: The Role of the Portable Internet Services (PIS). 2004.09.06 Hyeongjik Lee, Changi Nam, Seongcheol Kim Information and Communications University (ICU). 9.8 Management Issues in Mobile Communications. Contents. Introduction Overview of PIS

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Filling the Gaps in Fixed-Mobile Convergence: The Role of the Portable Internet Services (PIS)

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  1. Filling the Gapsin Fixed-Mobile Convergence:The Role of the Portable Internet Services (PIS) 2004.09.06 Hyeongjik Lee, Changi Nam, Seongcheol Kim Information and Communications University (ICU) 9.8 Management Issues in Mobile Communications

  2. Contents • Introduction • Overview of PIS • The Emerging Roles of PIS • Empirical Analysis • Implications • Conclusion

  3. Internet Mobile telephone Introduction Background : Development of Telecom Market Development of Emerging Technologies (3G, WLAN,PIS) Convergence Korea As new momentum for growth of IT Purpose of the paper Analyze PIS technology by focusing on its role in filing the gaps in FMC Discuss some implications for business players and policy makers

  4. Overview of PIS Concepts and Characteristics PIS enables users to access the Internet at an average speed of 1Mbps while they are moving >>> <<< >>> Current Status Market Trials: A large-scale commercial PIS has not yet been launched • Korea: establish technology standards, allocate frequency bands, and issue business licenses during 2004 Industrial Standards: There has been progress toward standardization • Korea: domestic technology (WiBro) will be a single standard of PIS

  5. The Emerging Roles of PIS (1) Bridging Role To offer a temporary value-added service Market Size Time However, most telecom operators and policy makers recognize PIS as an opportunity for mobile market expansion Therefore, PIS has another role beyond bridging

  6. The Emerging Roles of PIS (2) Gap-filling Role As “a gap-filling technology” • Overcome the limitations of existing communications technologies • Help to fill consumers’ unmet requirements PIS is expected to fill the gap in current telecom services by offering a ubiquitous and convenient high-speed Internet services with relatively low prices

  7. Empirical Analysis (1) Relative Role of PIS Technology Method: Conjoint analysis using two surveys If PIS provides high-speed wireless Internet services with a smartphone in the national area it will complement other existing technologies If the price level is sufficiently low, PIS market may grow quickly because of its gap-filling role

  8. Empirical Analysis (2) Market Contribution of PIS Technology Method: Modified Bass diffusion model Examining three different scenarios for PIS demand PIS market will grow quickly as a gap-filling technology WLAN may make inroads into the PIS market but the encroachment will be relatively small Existing mobile communication technology does not affect the demand diffusion of PIS

  9. Implications For Consumers Help to experience a real portfolio of ubiquitous telecom services • WLAN (indoors) – PIS (in metropolitan areas) – 3G (in remote areas) • Help to fill consumers’ unmet requirements For Business Players A vehicle for increased revenue but not a “bonanza” • Number of PIS subscribers is relatively small compared with other technologies such as broadband Internet and existing mobile services • PIS has some difficulties in substituting for existing technologies Manage PIS as an additional service fulfilling consumers’ requirements • A bundle of technologies For Policy Makers Need to establish and implement appropriate policies to encourage PIS • Korean government: need to allow bundling of services

  10. Conclusion Suggestions for Business Players and Policy Makers PIS technology: not a substitute but a complement to existing communication technologies (gap-filling technology) Not only help consumers to enjoy a more complete portfolio of telecom services, but also enable service operators to generate more revenue Because PIS is not a “bonanza”, service providers should manage PIS as an additional service fulfilling consumers’ unmet requirements not as an independent service Policy makers should establish and implement appropriate and timely policies to encourage the role of PIS Limitations • Other technologies such as satellite DMB could be considered as a related technology to PIS in FMC • Method for demand forecasting cannot reflect all factors

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