Media Company: An Empirical Analysis about the Mobile Channel

Content and network digitalization and convergence have changed the media traditional value chain. New competition forms and distribution channels were exploited by media companies. In particular, the mobile became not only a new vehicle for consumer contents but also a new media. We conducted a research divided into three sections: 1) literature analysis: we investigated the most important critical factors that generate issues and evolutive trends: convergence, e-content, DRM. 2) Consideration about the value chains of "traditional" media (television, paper magazines, radio), their latest digital evolution and the value chain of the mobile media. 3) An empirical section presenting a methodological approach to investigate the presence and the positioning of traditional media companies in the mobile value chain and to understand the strategic opportunities created by the mobile for the media companies