Management strategy for Bridging telecommunications service

Abstract

This paper defines a new concept “bridging telecommunications service” (BTS) in the telecommunication service market. It is a service concept related to the substitution of consecutive generations of telecommunications services. The roles and characteristics of BTS are identified and related management strategies are developed against the background of the typical life cycle of telecommunications service: new service development, marketing, and service termination strategies. Management strategies developed in this paper are examined and their implications drawn out in two representative cases: CT-2 service in Korea and PHS service in Japan.