Evolving the network operator´s business model in an OTT environment using Fuzzy Cognitive Maps

The growth in mobile broadband technologies coupled with increasing smartphone penetration, that has placed intelligence at the network´s edge, has enabled over-the-top (OTT) players to compete with traditional network operators in the ICT industry. This research analysed a selection of proposed strategies in literature that could be employed by a network operator in order to remain competitive in the OTT environment. These strategies were then imported into a Fuzzy Cognitive Map (FCM) together with the elements of the V⁴ business model for network operators proposed by Al-Debei & Avison, 2009. Fuzzy Cognitive Maps (FCM) are a fast emerging tool that can be used to model relationships between concepts and determine the strength of impact of these relationships. The FCM weights were generated by gathering data from sources in the industry by means of an electronic survey. This data was imported into the FCMapper tool and simulated to predict the impacts of the external factors on the operators business model and to determine the indegree outdegree of each item in the environment. The research serves as a proof of concept for the application of FCM´s to a complex and dynamic industry environment. Applications of FCMs in this way can be used as a tool for analysts and strategists in the industry to support business and strategic decision making.