• The Journal of Korean Institute of Communications and Information Sciences
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• v.32 no.8B
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• pp.553-562
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• 2007

Consumer needs becomes various in a mature mobile telecommunication market, while service differentiation is hard to achieve. Because of the introduction of number portability, switching barrier becomes lower and the competition among telecommunication service providers is getting fierce in order to maintain and obtain customers. Moreover, HSDPA, which is a new telecommunication service, caused the intense marketing activity for the move to the next generation customers. Under these circumstances, brand equity can be a key to a long-term competitive edge for mobile phone service providers. However, there were few researches reporting the mobile telecommunication brand equity, and none of them analyzed if customer equity which particularly is developed at the CDMA market has an effect on HSDPA service. In this study, we identified the determinants of mobile telecommunication brand equity, which is focused on brand image, customer benefit, price, service quality, and marketing activity, and its influence on the HSDPA service subscription behavior. Finally, we suggested the strategic implication of brand management strategies for mobile phone service providers.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.17 no.9
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• pp.1975-1985
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• 2013

Telecommunication costs have been increasing successively in Korean households. Even though there are a lot of issues related to the high charges of mobile telecommunication services, plausible solutions have not been provided yet. 99% of Koreans use mobile phones and it is the highest in the world, but charges are relatively high. This situation may be brought by the government policy that supports 'three companies system.' Even the least efficient company might sustain by a tacit bottom price policy and the government did not introduce MVNO into the market. The government can make mobile phone charge system consider cost only in a proper manner and constrain marketing costs to the rational level. And it can reduce mobile charges and rights of consumers must be respected by restraining too much complicated rates system. Fairness of mobile phone charges could be achieved by mobile phone market structure improvement through active introduction of MVNOs and reduction of excessive marketing costs. If proper market structure and policy management are secured, 30% cut of charges could be achieved. And mobile service bills may be made more acceptable if charge is based on a measured rate system according to the amount of data usage.

• Survey Research
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• v.7 no.1
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• pp.55-84
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• 2006

This study has classified development stages (Embryonic-Growth-Maturity) of mobile telecommunication industry based on Industry Life Cycle theory. There are two steps to be analyzed in this study, In the first step, cluster was investigated through cluster analysis using mobile density to categorize development stages of mobile telecommunication industry. In the second step, we compared on indexes of market structure, market efficiency and market performance to find out characteristics of each stage of development. The results are as follows. First, HHI is higher at embryonic stage than at growth and maturity stages, Second, ARPU(Average Revenue Per User) and RPM(Revenue Per Minute) are getting higher as the stages move on. Third, EBITDA margins, an index of market performance, is decreasing along the three stages. Finally, this study presents a clue to define the stage of development of mobile telecommunication industry and build a proper strategy for the market change.

• The Journal of Korean Institute of Communications and Information Sciences
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• v.31 no.4B
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• pp.355-363
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• 2006

A rapidly increasing demand of voice and data through mobile telecommunication service and the development of technologies related with the service are sufficiently said to make the service become an indispensible communicating means, not just selective one. However, in the other side of the generalizing of mobile telecommunication service, there is said to be a worsening situation of unbalanced benefits due to the problem of information difference between the non. The more advanced mobile telecommunication service proceeds, the more deepens the problem, and it is generally known that the problem cannot be solved by the ability of free market itself as seen in the wired telecommunication market. Therefore, we need to set up a systematic policy of mobile telecommunication service for solving this problem, and also think over whether to include the service within the range of universal service. In this study, we examine the required factors for including the service within the range of universal service, and analyze the validity of the including in the view point of institutional aspects.

• Proceedings of the Korean Institute of Communication Sciences Conference
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• 2004.07a
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• pp.431-431
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• 2004

• Korean Management Science Review
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• v.19 no.2
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• pp.125-137
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• 2002

The telecommunications market is expanding rapidly and becoming more substitutive. In this environment, demand forecasting is very difficult, yet important for both practitioners and researchers. in this paper, we adopt the modeling approach proposed dy Jun and Park ［6］. The basic premise is that demand patterns result from choice behavior, where customers choose a product to maximize their utility. We apply a choice-based substitutive diffusion model to the Korean mobile telecommunication service market where digital service has completely replaced analog service. In comparison with Bass-type multigeneration models. our model provides superior fitting and forecasting performance. The choice-based model is useful in that it enables the description of such complicated environments and provides the flexibility to include marketing mix variables such as price and advertising in the regression analysis.

• The Journal of Korean Institute of Communications and Information Sciences
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• v.37 no.8C
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• pp.741-749
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• 2012

Since introduction of smart phone in Korean mobile telecommunication market, mobile internet service market has changed dramatically. Although there have been many heated discussion of pro and cons of recent tremendous growth of mobile traffic, mobile data service market has contributed to re-development of whole telecommunication market. This paper is aimed at empirically test and confirms the occurrence of induced demand resulted from LTE service launching. In conclusion, we suggest the direction of regulation and policy for sustainable development of mobile internet service.

• Journal of Information Technology Services
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• v.7 no.1
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• pp.45-62
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• 2008

This review examines the rapid growth of qualitative and quantitative of telecommunication industry for past couple of years from customer's viewpoint. Most of the telecommunication products were positioned in the market by the businesses and government's support, but the entity of telecommunication products were never interpreted from the user's viewpoint. Even though, various kinds of telecommunication services have been actively discussed by businesses, government, and IT professionals, it has not been sufficiently discussed by the marketing academia where they need to focus a lot on customer's utility. For the purpose of providing an insight of the telecommunication service marketing strategy, this study looked over old and new directions of growth, failure and evolution of services by focusing on two main pillar of communication business, which is high-speed internet and mobile phone service. Additionally, the research explains and mentions the limit and trend of the telecommunication service marketing, and the future research task that needs to be solved.

• Journal of Technology Innovation
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• v.13 no.1
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• pp.295-315
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• 2005

The mobile telecommunication service industry plays major role of the realization to the perfect information society in the 21st century and has a great influence in society and culture. The government has enticed the mobile company to keep up to make the mobile service fee low. In this situation, this paper estimates consumer surplus and price elasticity with on-line survey data from the consumer of mobile service. The total estimated consumer surplus of the market is reached to 6.43trillion won. The consumer surplus from SKT is estimated to 4.98trillion won and 1.66trillion won and 0.67trillion won was made by KTF and LGT respectively. The result also shows that consumer surplus is expected to be increased by the increase of the mobile service demand and the sales.

• Asia pacific journal of information systems
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• v.13 no.2
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• pp.47-66
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• 2003

Economists have advocated that the privatization and market competitiveness improve the firm's productivity and eventually its service quality. However, the previous researches did not provide the empirical results enough to prove that the privatization and competitiveness do improve the service quality. In this paper, we conducted an empirical research to find whether the privatization and competition induces the quality of service. The mobile telecommunication industry was chosen since it went through bringing the privatization and increasing the competition along with a high attention. We found that the privatization and competition itself does not guarantee the quality of mobile telecommunication service. It is the intensity of competition that improves the mobile telecommunication service quality. The service quality depends mainly on the competitor's competence, i.e. the intensity of competition rather than the competition itself. In sum, when we want to improve the service quality as well as the productivity, we had better increase the intensity of competition by allowing many new strong entries.