Markets-as-Mobile-Networks: How Co-production and Cooperation Shape Emerging Media

Abstract: As mobile video services enter the awareness of consumers, the industrywill need to reorganize itself in new ways. Which market actors will benefit from this, and which will be eliminated as a result?The purpose of this thesis is to develop knowledge of, and produce a theoretical framework surrounding, consumer value attribution and actor value constellations of mobile TV services. Through an iterative research methodology these concepts are then applied to a variety of potential future market scenarios in order to describe strategies on a practical level.The conclusions are that there are two variables impacting future market structure; the level of demand for services enabling consumer coproduction, and the level of cooperation between industry actors. The authors then proceed to map potential market scenarios along these variables and outline potential actor behavior for each and provide a detailed description of scenarios, dubbed “Status-quo”, “Platform Portfolios”, and “Total Convergence”.