A Study on the Common Carrier´s Strategies for IP Telephony Service Market under Uncertain and Complex Environment: Focusing on Scenario Planning Method

This paper attempts to develop the possible market scenarios on Internet telephony market in Korea through a T.A.I.D.A approach. Though many good points, it is hard for common carriers to promote IP telephony business because future business environments are very uncertain due to the cannibalization with PSTN, policy change, customer preference, technology development, etc. In order to deal with such uncertainties, common carriers must focus on their business strategy to more than one possible future environment. From this kind of view, we discussed various aspects of market such as market circumstance, competitor and customer. After discussing these issues we identified key uncertainties. Using these key uncertainties, we developed four scenarios such as highly growing, confused market, stagnation market and gradual progressive market. On the basis of developed scenarios, we suggest some implications for business strategy for Korean common carriers.