Journal of Korea Society of Digital Industry and Information Management (디지털산업정보학회논문지)

Korea Society of Digital Industry and Information Management (디지털산업정보학회)
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A Study on Competitive Advantages of Bundling of Mobile Telecommunication and Internet : Focusing on the Consumer-Utility

이동통신과 인터넷 결합상품의 경쟁력 연구 : 소비자 효용을 중심으로

  • 임양환 (사이버한국외국어대학교 경영학부)
  • Received : 2009.11.10
  • Accepted : 2010.01.05
  • Published : 2010.03.30
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Abstract

We research a competitive advantage of telecom bundling package of three mobile telecom company by figuring out utility that consumers perceived and focused on mobile telecom and high speed internet in one bundled package. As a method, conjoint analysis was applied. And in conclusion, consumers considered retaining mobile telecom company as the most important factor to them and branding as the following important one when one bundled package of telecom service is provided in total market. When the market is divided into two submarkets and the second largest submarket is analyzed personal bundled package was most important and three year agreement with a stipulated discount has the highest utility. As a result of this analysis, mobile telecom company managers need to organize bundled package after consideration of their current position and brand power in the market, and then devise proper market strategy

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