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The Apple Twist

Author

Listed:
  • Denis LESCOP

    (Télécom Ecole de Management, Evry, France)

  • Elena LESCOP

    (Télécom Ecole de Management, Evry, France)

Abstract

The mobile industries went through many (r)evolutions that increased their performance, triggered new usages and contributed to the vast popularity of mobile handsets. Some evolutions were pushed by the regulators, some were technological, some were marketing-related and others were business model-related. Our paper proposes an analysis of the latter through the spectacular example of the entry of Apple in the mobile industry in 2007. We show how Apple's business model disrupted the whole architecture and design of the mobile industry and stimulated the rise of a new cycle of innovations.

Suggested Citation

  • Denis LESCOP & Elena LESCOP, 2016. "The Apple Twist," Communications & Strategies, IDATE, Com&Strat dept., vol. 1(102), pages 13-35, 2nd quart.
    • Handle: RePEc:idt:journl:dwej10201
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    File URL: http://repec.idate.fr/RePEc/idt/journl/DWEJ10201/DWEJ_102_LESCOP.pdf
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    More about this item

    Keywords

    mobile industry dynamics; 3G; platform; market failure; market creation.;
    All these keywords.

    JEL classification:

    • L63 - Industrial Organization - - Industry Studies: Manufacturing - - - Microelectronics; Computers; Communications Equipment
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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