managing the miTV Offering

Sammanfattning: There are three main purposes with this thesis: The first purpose is to find the opinions of the next generation users about mobile TV as an integrated function in mobile phones and the requirement for mobile TV to be appealing to the consumer. The second purpose is to find out what the value chain of mobile TV may look like and if there are incentives for all players required. The third purpose is to analyze how Sony Ericsson Mobile Communication (SEMC) and players in similar situations, being technology pushing, shall manage the phenomenon of inertia in technology innovation adoption resulting in deviations in consumer opinions and industry interests. The conclusions are: The N-Gens are spontaneously negative when first introduced to the mobile TV concept. This resistance can only be overcome by presenting a complete offering, miTV that exceeds the high expectations of the N-Gens. To create this offering will require the cooperation of the DTV value chain and the mobile phone value chain in a value creating net, including the right partners. This will most likely be achieved by the hybrid solution. Merely presenting an offering is not enough; it also has to be introduced to the market in the right way. For SEMC, this means by a triple drive strategy.