Endüstrilerin Entegrasyonu

Abstract

Bu tez yakınsayan endüstrilerde firmaların nasıl davrandığına odaklanmıştır. Son yıllarda firmalar onları doğrudan rakip ya da ortak yapacak bazı stratejik seçimler yapmıştır. Amacımız yakınsama şartlarında firmaların aldığı stratejik aksiyonları Kaynak Tabanlı Yaklaşım ile keşfetmek ve anlamaktır. Yakınsayan endüstri olarak mobil cüzdan endüstrisi seçilmiştir. Son yıllarda yeni ödeme sistemlerinde hızlı bir artış olmuştur. Mobil ödeme sistemleri cep telefonları, özellikle de akıllı telefonların hızlı benimsenmesinden faydalanarak bu cihazların kullanım özelliklerine entegre edilen ödeme kanallarının bir kategorisidir. Mobil ödeme endüstrisinin hızla büyümesi ve mobil iletişim ve finansal kuruluşların yakınsamasına örnek oluşu, endüstriyi üzerinde çalışmak için ilginç kılmıştır. Mobil cüzdan endüstrisi büyük ölçüde bilgi temellidir. Ve biliyoruz ki başarılı bir mobil cüzdan genellikle sadece iyi teknoloji üzerine kurulmaz, aynı zamanda mobil ödeme değer zincirindeki farklı aktörler ile işbirliğine de bağlıdır. İşbirlikleri önemi fazla olduğu için tüm dünyada faaliyet gösteren 138 mobil cüzdan uygulaması ile 2008-2014 yılları arasında hangi işbirliklerinin yapıldığı araştırılmıştır. Ayrıca, hangi temel aktörlerin mobil cüzdan endüstrisinde olduğu ile ilgili kavram geliştirmeyi vaat ettik. Analiz sonucuna göre, sermaye tabnlı olmayan işbirliklerinin sermaye tabanlı işbirliklerine (birleşme ve satın almalara) göre daha çok tercih edildiği tespit edilmiştir. Firmaların ilgili aksiyonlarının önemli bir unsuru sermaye tabanlı olmayan işbirlikleri olmuştur. İşbirliklerinin yakınsama öncesinde, esnasında ya da sonrasında yapılabildiği görülmüştür. Literatüre katkı sağlayacak dört temel aktör tespit edilmiştir. İçinde bulunduğumuz bilgi çağında ekonomik büyümenin başlıca itici gücü olan ve günlük hayatın hemen her alanında birçok işlev için altyapıyı oluşturan bilgi ve iletişim teknolojilerinde son 10-15 yıl içinde önemli değişiklikler yaşanmıştır. Bu değişimin en önemli boyutlarından birisi yakınsamadır. Yakınsama kavramı, belli bir bağlam dahilinde kullanılmadığı takdirde zaman içinde belli bir değere, noktaya, ortak görüşe ya da sabit bir denge durumuna doğru yaklaşma anlamına gelmekte, telekomünikasyon. bilgi teknolojileri ye yayıncılık endüstrileri bağlamında ise, daha önce kesin bir şekilde birbirinden ayrılabilen söz konusu endüstrilerin arasındaki geleneksel sınırların azalması olarak ifade edilmektedir. Yakınsama olarak adlandırılan bu gelişim ve dönüşüm sürecinde farklı şebeke platformları benzer ses hizmetlerini, görsel-işitsel hizmetleri ve yeri hizmetlerini taşıyabilmekte, farklı son kullanıcı araçları üzerinden benzer hizmetler sunulabilmekte ve yeni hizmetler ortaya çıkmaktadır.

This thesis is focused on how firms behave when converging environments with strategic alliances. In the recent years they have made some strategic choices that resulted in them becoming direct competitors or partners. Our goal is to explore and understand the moves in the context of convergence with ‘Resource Based View’. The industry where they are facing each other is mobile wallet services During recent years there has been a rapid increase of new payment solutions. So-called mobile payment solutions are a category of payment solutions that utilize the rapid adoption of cell phones, especially smart phones. Since the mobile payment industry is rapidly expanding and mobile payment industries result from the convergence of the mobile communications and financial payment industries, it is an interesting industry to study for mobile wallet services. The industry is to a large extent knowledge-based and we believe that a successful mobile wallet solution is often not only built on good technology, but also dependent on collaborations with several different actors in the mobile payment value network. Since the collaborations are of major importance we decided to further investigate which collaborations made years between 2008-2014 with 138 mobile wallet service provider. Further, we hope to develop an understanding of what different kind of actors are in the mobile wallet industry. According to the result of analysis, it has been found out that alliances is chosen over merger and acquisitions. An important element of their related actions has been the use of strategic alliances. The alliances can be done before, during or after the convergence process. There are four main actors found in the industry contributed to the literaure in this study. Convergence has been widely used in management practice in the IT, telecom and media industries in the last decades. A working definition of convergence could be something like: “merging of separated markets, removing entry barriers across industry boundaries.” The popular illustration of convergence was four circles representing the IT, telecom, media and consumer electronics industries moving into each other, creating one big converging industry. This study gives a brief history of how convergence has justified a number of mostly failed mergers within the convergence industry. One conclusion is that convergence gives few guidelines for concrete strategic action for a given firm. Convergence drives re-definitions of industry boundaries, but the result of convergence is not a merging of separate industries into one big converging industry. The lessons from the resource based view of the firm are enforced. However, convergence fills an important role in early phases of market re-definitions by alerting strategists about change. The mobile telecommunication market has recently been shaken by the arrival of new actors. The relatively well-established mobile network operators (MNO) have to rethink their position in the market if they want to participate in the growth of mobile telecommunication revenues. Mobile applications and services are being seen as great opportunity of new revenue sources. However, with the current market structure, MNOs do not hold a privileged position compared to mobile platforms providers such as technology firms. In this paper, we assess whether or not there is still space in the mobile application market for MNOs. In order to do so, we examine different roles in the mobile application value chain and determine how MNOs can position themselves in this turbulent new market. Our analysis shows that MNOs will have to establish alliances with platform providers. Mobile payment is a very promising service which is still in an early stage of development. Various solutions have been proposed with disparate success. This can partially be explained by the immaturity of the market, by the inexistence of proven business models for the various actors, and by the presence of several unresolved technological and business issues. As these aspects are all relevant and interrelated, the purpose of this study is to discuss the importance of analyzing the mobile wallet environment using multiple perspectives During recent years there has been a rapid increase of new payment solutions. So-called mobile payment solutions are a category of payment solutions that utilize the rapid adoption of cell phones, especially smart phones. Since the mobile wallet industry is rapidly expanding, it is an interesting industry to study. Moreover, the industry is to a large extent knowledge-based. The actors are seldom producers of physical products and we believe that a successful mobile wallet solution is often not only built on good technology, but also dependent on collaborations with several different actors in the mobile wallet value network. Since the collaborations are of major importance we decided to further investigate the subject of collaborations in relation to the mobile wallet industry. Further, when evaluating the collaboration structures we hope to develop an understanding of what the current collaboration structures imply for the different kind of actors in the mobile wallet industry. The purpose of this study is to create an understanding for the use of, and the approach towards, collaborations, including collaboration strategies, among the different types of actors in the mobile wallet industry. Further, the purpose is also to describe the resulting value creation alternatives for mobile wallet actors that the collaboration situation gives rise to. When studying collaborations, the choice of an industry that is in need of collaborations is obviously important, yet there are additional reasons why the mobile wallet industry is interesting to study. In the current immature development state, without a clear standard business model, it should be possible for actors to try very different strategies when trying to get a strong position, compared to a more mature industry where solutions would generally be expected to be more similar. Moreover, the many options and early state make it possible for new companies, largely dedicated towards mobile wallet industry, to enter the industry and contrast older companies that see mobile wallet industry as just another possible diversification. The mobile wallet industry must first be defined. It is hard to define exactly what type of commercial actors that are/will be stakeholders in the mobile wallet industry as a standard solution has yet to emerge, and as new mobile wallet solutions enter the market, so might new types of actors. However, there are some types of commercial actors that are considered main stakeholders in current and/or future solutions. In order to cover the subject of collaborations, we will first introduce different collaboration arrangements and how different researchers argue that these arrangements should be defined. Following, we will go through the purpose of collaborations and finally explain the associated advantages, limits and risks. Given the limited research on this area, we argue that this study is relevant since it highlights and investigates an unexplored research area and focuses on unsolved research questions. Moreover, since the mobile wallet industry is immature and in an expanding state, the general utility this study will provide is an increased understanding of the collaborations in the mobile payment industry. This is interesting since we believe that collaborations are an important building block for the industry to function. We suggest three main areas for future research: Firstly, focused research on the advantages of collaborating in knowledge-based industries. Secondly, we suggest similar studies to this one on other industries with different characteristics for comparison. Finally, we believe it would be interesting to expand our study to other markets to investigate how the external environment affects the collaboration situation.