Three Dimensional Layered Approach for Analyzing Value Chain Re-organization Cross ICT Industries for Converged Mobile Multimedia Services

ICT innovations, while driving technological advances, also create new services and new value chain structures. The nascent mobile multimedia services exhibit distinct attributes from conventional telecom, broadcast and Internet services. While traditional two-dimensional approach for value chain analysis serves less inadequate for the complex value system structures of converged mobile multimedia service. This paper thus, proposes a three dimensional layered approach for analyzing value chain re-organization cross ICT industries under convergent market context. The case of mobile TV is studied as a representative application of converged mobile multimedia services, by applying this approach to diagnose its value system composition in functional, industry and application dimensions