Value Networks: Scenarios on the Mobile Content Market Configurations

The market for mobile digital contents is undergoing a process of value system reconfiguration, giving rise to the need of developing original models capable of describing its structure and disclosing the drivers of value creation. The purpose of this paper is to apply Value Networks and Strategic Networks theories to Mobile Content market. At first, a model entangling the market’s key value adding activities will be provided. Consequently, four alternative configurations of feasible Mobile Content Value Networks will be proposed and evaluated with reference to a set of structural and dynamic variables drawn from an extensive literature review. The research relies on the adoption of a multiple case studies methodology: 94 in-depth exploratory case studies were performed. The findings show how varying the set of value adding activities covered by the different actors shapes the network structure and inner dynamics, with significant impacts on the firms’ behavior and strategic options.