Developing MVNO market scenarios and strategies through a scenario planning approach

This paper attempts to develop the possible market scenarios of MVNO (mobile virtual network operator) in Korean mobile market through a scenario planning approach. Due to versatility of MVNO, its advent is expected to create many new service providers, allowing them to launch their businesses in emerging mobile market. But the future business environments for potential MVNOs are very uncertain due to the different interests of the stakeholders. In order to deal with such uncertainties, enterprises must focus on their business strategy to more than on simple and alleged exact prognostic future environments. From this perspective, we discussed various aspects of MVNO and developed three coherent MVNO market scenarios such as `liberalized advanced market scenario´, `predatory competition market scenario and `segmented niche market scenario´. On the basis of the proposed scenarios, we formulated some implications for market strategy of potential MVNOs