Essays on the promotion strategies of next generation telecommunications technologies

Abstract

The current telecommunications industry which is changing and growing rapidly has many issues about marketing strategy, industry structure, customer behavior, and technology innovation, including competition strategy and marketing plans. The main purpose of this thesis is to analyze promotion strategy for next generation telecommunications technologies, such as mobile technologies and IP phone(VoIP) as a respect of customers`` tendency and network charging methods. The title of the first thesis is ``A comparative study of revitalization of next generation telecommunications service considering customer innovativeness and attributes of technologies``. In this paper, relationship among clusters of customer by two criteria, innovativeness and four kinds of next generation mobile handset technologies (satellite DMB, terrestrial DMB, WiBro, and HSDPA) is comparatively analyzed. Throughout the study, we will suggest a structural equation model as the linear combination of determinants that characterize customer``s satisfaction and acceptance factors that affect customer``s choice of new handset device technologies as imposing different weights on each determinant in terms of its importance to customer``s choice. These determinants were determined by literature review employing TPB(Theory of Planned Behavior). We applied the model to four next generation mobile technologies, which will be commercialized in Korea, characterized by different attributes in decision tree of customer``s needs. From this study, we can understand what the best direction of both policy of government and strategy of firms promoting the new innovativeness technologies is. The title of the second thesis is ``A comparative Analysis of Interconnection Charging Methods Between the Telephone Networks and IP Phone Networks``. This thesis introduced mathematical economic analysis model for understanding the fairness of charge from VoIP providers for interconnection of access network. In or...