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Optimal Bundle of Multimedia Services in Emerging Mobile Markets


  • Lee, ChanGi
  • Lee, SeongCheol
  • Lee, DeockHee
  • Lee, HyeongJik


Although various emerging technologies have been launched, they present limitations as far as offering full-scale ubiquitous services independently is concerned. In view of this fact, service providers are likely to provide bundled services among possible combinations of services. Indeed, making a timely decision regarding the value maximization of bundled service is directly related to service providers' future growth and success in the turbulent market environment. This paper aims to find the optimal service bundle among five emerging mobile services: T-DMB, S-DMB, WiBro, HSDPA, and Telematics. Considering what kinds of service features among the five emerging services offer differentiation to customers, we examine four attributes (TV, voice, portable wireless internet, and location-based services) using conjoint analysis to distinguish the service features. Our results show that TV service is the most favored among the attributes, followed by voice service in second position, and the internet and location-based service in third and fourth place respectively. Our result implies that mobile operators would be better off bundling HSDPA and S-DMB first, and then adding other services later, while fixed operators would be better off bundling WiBro and S-DMB first and other services later.

Suggested Citation

  • Lee, ChanGi & Lee, SeongCheol & Lee, DeockHee & Lee, HyeongJik, 2006. "Optimal Bundle of Multimedia Services in Emerging Mobile Markets," MPRA Paper 3551, University Library of Munich, Germany.
  • Handle: RePEc:pra:mprapa:3551

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    References listed on IDEAS

    1. Green, Paul E & Srinivasan, V, 1978. " Conjoint Analysis in Consumer Research: Issues and Outlook," Journal of Consumer Research, Oxford University Press, vol. 5(2), pages 103-123, Se.
    2. Lehr, William & McKnight, Lee W., 0. "Wireless Internet access: 3G vs. WiFi?," Telecommunications Policy, Elsevier, vol. 27(5-6), pages 351-370, June.
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    Cited by:

    1. Srinuan, Pratompong & Srinuan, Chalita & Bohlin, Erik, 2014. "An empirical analysis of multiple services and choices of consumer in the Swedish telecommunications market," Telecommunications Policy, Elsevier, vol. 38(5), pages 449-459.
    2. Lu, Hui & Rohr, Charlene & Burge, Peter, 2016. "Estimating the value of mobile telephony in mobile network not-spots," 27th European Regional ITS Conference, Cambridge (UK) 2016 148686, International Telecommunications Society (ITS).

    More about this item


    telecommunications and broadcasting convergence; emerging service; 4G Technology; T-DMB; S-DMB; WiBro; HSDPA; telematics; customer preference;

    JEL classification:

    • H23 - Public Economics - - Taxation, Subsidies, and Revenue - - - Externalities; Redistributive Effects; Environmental Taxes and Subsidies
    • K21 - Law and Economics - - Regulation and Business Law - - - Antitrust Law
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
    • L96 - Industrial Organization - - Industry Studies: Transportation and Utilities - - - Telecommunications

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