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Is disruption the second time around easier? The case of Iliad and the Italian telecommunications market

Author

Listed:
  • Shengxing Yang

    (RITM - Réseaux Innovation Territoires et Mondialisation - Université Paris-Saclay)

  • Pierre Vialle

    (IMT-BS - MMS - Département Management, Marketing et Stratégie - TEM - Télécom Ecole de Management - IMT - Institut Mines-Télécom [Paris] - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris], LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - UEVE - Université d'Évry-Val-d'Essonne - Université Paris-Saclay - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris])

  • Jason Whalley

    (Northumbria University [Newcastle])

Abstract

Although market entry has been a longstanding feature of mobile telecommunication markets, relatively few entrants have transformed the market(s) that they have entered. One such company is Iliad, whose entry into the French mobile market profoundly and irrevocably changed it. This paper explores whether Iliad has been able to repeat its ‘success' of disrupting the French market in a different context, when it entered the Italian telecommunications market. Drawing on relevant literature, we highlight the importance of context in understanding the disruptive impact of mobile operators. To explore the impact of Iliad's entry into the Italian market we adopt a longitudinal case study approach. We begin by outlining the circumstances that led to the entry of Iliad into the Italian market, and then chart its development as a new entrant. Through adopting such an approach, we are able to demonstrate how Iliad has encountered numerous challenges when operating in Italy that has necessitated a different approach to that which was successful in France. We conclude that, because of significant differences in context, disruption the second time around is more difficult to achieve.

Suggested Citation

  • Shengxing Yang & Pierre Vialle & Jason Whalley, 2025. "Is disruption the second time around easier? The case of Iliad and the Italian telecommunications market," Post-Print hal-05130878, HAL.
    • Handle: RePEc:hal:journl:hal-05130878
    DOI: 10.1016/j.telpol.2025.103013
    as

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