This thesis addresses the phenomena of Mobile Virtual Network Operators (MVNO): often MVNO do not come from the telecom sector but they rent the network to mobile operators to become fully mobile operators on their own. So they compete directly not only with the other mobile operators but also with their hosting mobile operator. Hosting MVNOs, supporting them from both operational and commercial perspectives are new challenges for the mobile operators: they have to set up a specific internal organization because they used to be a vertically integrated industrial structure. All of this represents tremendous changes for them. This thesis describes first the strategic models for hosting MVNOs. The regulatory aspects, that are an essential driver for the liberalization of network economies, are then analyzed. The key point is: are the MVNO able to increase the efficiency and competitiveness of mobile markets. Another important aspect is the modelling of a mobile network: the MVNOs will use some components while other components are unuseful for them. Without such model, it is impossible to derive the right costs and price to be charged to the MVNO in order to have a win win industrial model for both the MVNO and its hosting operator. A case study of a corporate MVNO focusing on needs of multinationals is analyzed. Such case study describes all the steps for an economic actor to become MVNO from scratch. Such MVNO are not yet present although there is a market demand. The last chapter makes a comparative study of the MVNO markets in the European Union. Cette étude aborde le phénomène des opérateurs de réseaux mobiles virtuels ; il s’agit d’acteurs économiques - parfois sans lien aucun avec les télécommunications - qui louent le réseau d’opérateurs mobiles ; ils deviennent à leur tour opérateurs à part entière au point de devenir concurrent non seulement des autres opérateurs mobiles mais aussi de l’opérateur mobile qui leur a loué une partie de son réseau. L’hébergement technique de l’opérateur virtuel, son support opérationnel et commercial, l’organisation que doit mettre en place l’opérateur mobile pour héberger son opérateur virtuel afin de partager avec lui son réseau sont des nouveaux défis auxquels les opérateurs mobiles, habitués à être des structures industrielles totalement intégrées verticalement, font face pour la première fois. Cette étude traite des modèles d’implémentation des opérateurs de réseaux mobiles virtuels : elle aborde d’abord les aspects stratégiques qui fixent le cadre pour les opérateurs mobiles qui veulent ou sont forcés à héberger des opérateurs virtuels. Les aspects réglementaires, une composante essentielle des économies de réseaux en voie de libéralisation, sont ensuite étudiés, en particulier, comment les opérateurs virtuels peuvent contribuer à améliorer la compétitivité et la libéralisation de ces marchés. L’étude modélise ensuite le réseau d’un opérateur mobile de façon à mettre en évidence les éléments à partager qui seront utilisés par l’opérateur virtuel. Cette modélisation est essentielle pour déterminer le coût de l’hébergement et du partage du réseau de façon à créer les conditions de rentabilité de ce modèle d’opérateur virtuel. On aborde enfin un cas d’étude d’un candidat à devenir opérateur de réseau mobile virtuel qui souhaite répondre à la demande transnationale des grandes entreprises. Ce type d’opérateur virtuel est encore inexistant de nos jours. Enfin, nous terminons par une étude comparée de la situation des opérateurs mobiles virtuels à travers l’Union Européenne.

Abstract Mobile phone is one essential communication product to most Taiwanese nowadays. As the market approaching its full capacity, service providers are now facing more competitions than ever. Some much lower profit and decreasing number of users can also be expected. Hence all the telecommunication service providers are trying to increase their revenue through providing mobile digital services to compensate the decreasing revenue from voice sector. To be more precisely, telecommunication service providers are not solely telecomm operators after the integration with mobile data transfer. Mobile phone system is also changing from telecommunication system to a multifunctional mobile communication system. 3G (The 3rd Generation Mobile System) is the solution that meets new mobile communication requirements. The system is based in a new technology of wireless communication with a very high speed access to the Internet services. Mobility is the basic requirement of mobile networking service, the 3G system is enhancing the capability of mobile communication that allows us accessing the Internet, enjoying the multimedia entertainment, inquiring information, and doing mobile business anywhere. 3G is also giving the mobility to modern business activities. For instance, users can now accessing data, sharing interactive application software, and attending video conference through Internet and Intranet services. While users can now performing all these activities in anytime and place, the service boundaries between telecommunication, information, media, and entertainment will disappear. All these services will now be integrated, current fixed services will soon turn into mobile. We can watch video clips and receiving emails in the same time, also play on-line games with friends in any different corner around the world. From 9.6Kbps to 2Mbps, the data transmission speed of 3G system is 40 times faster than GSM system. It may now take 2 minutes to send a multimedia message with a photo and voice attachment, but in the future 3G system, it will be done within 5 minutes. Nonetheless, the 3G system is not only providing high speed data transfer services, but also the convenience of accessing data. The core technology of 3G is packed Internet Protocol which allows users to get wired anytime. Emails can easily be downloaded to the mobile phone handset too. Just press one button, employees can easily get connected with their company. Service providers will charge only when the users are retrieving data from the Internet, otherwise all services are free. The application of wireless services will be extended in the future. The needs of interaction between consumers and mobile equipment, also between one equipment and another will continue increasing. These interactions include system failure noticing, new order placing, or data transmitting. In addition to the telecommunication operators, businesses can also take good advantages of 3G to develop new applications. 3G will be a part of our life in the future. The licenses of 3G operators have already been issued in February 2002. How firms can develop one successful business model of mobile strategy has already become the critical issue for these operators. This research is focusing on the reactions of telecommunication market after the introduction of 3G services. The research topics include exploring the technical problems of 3G system, analyzing the impact of current GPRS, i-mode, MMS, WLAN, PHS to the 3G system, also examining the attitudes of different governments in launching the 3G system in the global market. A conclusion remark will be made with the analysis of current operations of services providers and the future trend of the market.

L'entrée ou non d'un investisseur privé dans une industrie de réseaux est notamment fonction de l'analyse stratégique de l'environnement extérieur de la firme et de ses incertitudes. S'agissant d'un environnement extérieur régulé/libéralisé par un régulateur indépendant, l'incertitude majeure de l'investisseur privé est relative au comportement de ce régulateur sectoriel quant à l'adoption et à l'application des réglementations économiques annoncées. La compréhension et l'anticipation du comportement du régulateur indépendant permettent à l'investisseur privé de limiter cette incertitude environnementale et de décider d'entrer ou non dans l'industrie concernée. Sur la base d'une analyse néo-institutionnelle des politiques de libéralisation des industries de réseaux, une grille d'analyse du risque réglementaire associé à l'entrée est proposée à l'usage des investisseurs privés. Cette grille est ensuite testée empiriquement dans le cas de l'entrée des opérateurs virtuels dans l'industrie européenne des services de communications mobiles.

The thesis deals with the topic of mobile communication in Czech republic. Its main task is to make reader fimiliar with different types of technology and digital standards on Czech mobile communication market. Thesis shows mobile communication providers in Czech republic, not only the conventional ones, but especially virtual operators(MVNO). It defines the legislation and position of Czech Telecommunication Office (ČTÚ). At the end, it analyzes the current market situation and try to offer the best solution for possible customer and also tries to find out whether it would pay off to the customer to switch to the virtual operator, based on mobile tariff price calculator.

Diploma thesis analyzes market with mobile services in the Czech republic. Goal of the thesis is to answer the question, if chosen solution by Czech Telecommunication Office is optimal for increase of competition on the market. Theoretical part firstly is concerned with state interventions (and so licensing) from the point of view of well-known economists. Secondly, then the historical process of telecommunications in United States and in Europe is outlined. Finally, legislation and its current changes are mentioned . Practical part introduces market using Porter's model of five competitive forces, PEST analysis and SWOT analysis. Special chapter is dedicated to foreign mobile markets in chosen countries (in Germany and France) and compares them to the Czech one. Empirical and theoretical data doubts that the effective competition on the market can be achieved by licensing and so auctions.

The primary objective of the master's thesis is to identify and to characterize following action steps, which lead to establish a virtual network operator as a new start-up company. Firstly, a virtual operator is characterized from a technical point of view and as an innovation. Czech telecommunication market is compared to foreign markets by its price level. The power of market competitors was described and market gaps were identified. A project founding a virtual network operator was made to support the main objective of the thesis. General action steps were identified and commented after the project part of the thesis.

The main aim of this work is design methodology for the selection of subject - service provider of virtual operator in the Czech Republic and applied methodology on several subjects. Another aim is to analyze the situation in the mobile telecommunications markets in the world, especially from the perspective of MVNO. The last objective is a detailed characterization of conditions and the state of the mobile telecommunications market in the Czech Republic The second chapter describes the entities of mobile telecommunications market with a detailed focus on MVNO. The third chapter describes the critical factors that determine success MVNO. Later in thesis I analyze the mobile virtual network operator in the world and focuses on the Czech telecommunications market. In the final phase of thesis is I design methodology for selecting potential operator - the operator a virtual mobile operator in the Czech Republic, along with the application of the methodology on several subjects and verification. The benefit of this work is proposed methodology and its application for companies that are interested in entering the Czech telecommunications market through mobile virtual operator and companies that offer foundation and the know-how to potential operators of mobile virtual network operator. A side benefit of this work is a comprehensive look at the principle of operation of mobile virtual network operators in telecommunications.

A hi-tech company often focuses on being innovative by providing product offerings as product leader, fast follower or with operational excellence. In the international calling sector the technological solutions are numerous. The providers are, for instance, normal telecom providers, Voice over Internet Protocol (VoIP) and Mobile virtual network operators (MVNO). This means that a company faces not only the competitors that offer the same solution but also from outside the company’s business sector. The company thus needs to tackle many challenges, such as fast-paced product development, market expansion, competitor volatility, at the same time as the company cultivates its brand assets. This study focuses on the branding strategy within the VoIP telecom sector. It aims to set a guideline for how companies, in particular in the VoIP telecom sectors, cultivate and enhance their brand identity in order to differentiate themselves from competitors as well as achieve a successful and sustainable level of brand equity. The thesis also studies the brand strategies that have already manifested themselves within the providers of international calling services, in particular VoIP providers and a couple of MVNO providers. By conducting the brand identity and brand equity analysis, customer analysis and competitors’ analysis, a company can make a decision on brand strategy that will further associate, differentiate, energize and support its brands. The research framework consists of both the corporate and consumer perspectives. It consists of brand theory, market research, competitor analysis and the company’s brand identity, as well as brand awareness analysis. The thesis presents the Swedish VoIP consumers’ behavior and trends, the guideline and case study on how a company bridges the gap between brand identity and brand equity as well as the guideline and case study of brand portfolio strategies that have been explored within the VoIP telecom sectors, i.e. VoIP branding.

This thesis deals with development of Telecommunication Industry in The Czech Republic. The first part of the paper captures more complexly overview of global tendencies in the industry. Generally, the key focus is on the last five years from 2009 to 2013 as this was the most dynamic period of the industry so far: new trends such as MVNOs or M2M appeared, telecommunication regulations have tighten up due to united European Union regulations, which all together led to increasing competition in the industry and necessary acquisitions. One of the recent acquisitions -- Telefónica Czech Republic Group and its subsidiaries gained by PPF Group, is analysed in the second part of this thesis through financial analysis. The acquisition's importance and potential benefits are unquestionable as the operator has performed within the last five years that it can react very well during difficult economic and financial times, and it can prosper from its advantages over its main competitors.

Submitted by Evandro Gabarra (evandro.gabarra@gmail.com) on 2013-05-24T17:33:43Z No. of bitstreams: 1 MVNO_Brasil_Gabarra_FINAL_digital.pdf: 2797299 bytes, checksum: eac7caeababa2003a3b258a792a1eb42 (MD5) / Approved for entry into archive by Suzinei Teles Garcia Garcia (suzinei.garcia@fgv.br) on 2013-05-24T17:37:15Z (GMT) No. of bitstreams: 1 MVNO_Brasil_Gabarra_FINAL_digital.pdf: 2797299 bytes, checksum: eac7caeababa2003a3b258a792a1eb42 (MD5) / Made available in DSpace on 2013-05-24T17:48:21Z (GMT). No. of bitstreams: 1 MVNO_Brasil_Gabarra_FINAL_digital.pdf: 2797299 bytes, checksum: eac7caeababa2003a3b258a792a1eb42 (MD5) Previous issue date: 2013-04-24 / O modelo de negócio MVNO, acrônimo em inglês para operadoras móveis virtuais, foi introduzido no Brasil em Novembro de 2010 por uma regulamentação específica, visando aumentar a qualidade dos serviços e a competição entre as empresas do setor de Telecomunicações Móveis. O objetivo deste estudo é avaliar o fenômeno MVNO em seu estágio atual de adoção no Brasil, contrapondo as óticas dos atores de mercado, às teorias de Cadeia de Valor (PORTER, 1985), e decupagem da Cadeia de Valor (CHRISTENSEN et al, 2001; ANDERSON; WILLIAMS, 2004). Por se tratar de um fenômeno intrinsecamente ligado à desagregação de atividades de valor, em uma indústria originalmente verticalizada, a análise se concentrou nessa dinâmica, mas não se limitou a ela: o estudo também traz comparações com casos de MVNO estudados em diversos países e outras referências teóricas do campo da Tecnologia da Informação e Comunicação, tais como Economia da Informação (SHAPIRO; VARIAN, 1999), Inovação Disruptiva (CHRISTENSEN; BOWER, 1999), e Dimensões da Inovação (SAWHNEY et al, 2011). A pesquisa se baseou nas categorias conceituais da Abordagem Multinível (POZZEBON; DINIZ, 2011) – Contexto, Processo e Conteúdo – buscando conhecer os perfis e interesses de cada Grupo Social Relevante e a negociação entre os envolvidos. A partir dessa articulação, foi possível compreender o fenômeno e algumas de suas consequências para o cenário brasileiro de Telecomunicações Móveis, destacando-se entre os resultados encontrados: as linhas gerais da nova Cadeia de Valor em formação, a influência decisiva de um grupo social relevante para a adoção do modelo – os MVNE, que são integradores de MVNOs à estrutura das operadoras – e a utilização da regulação para incentivar negócios com aplicações máquina a máquina (M2M). A descrição do modelo e das características que vem assumindo no Brasil proporcionam insumos tanto para praticantes do mercado, quanto para acadêmicos. Estes últimos podem se beneficiar, além de um ponto de partida para pesquisas futuras sobre MVNO no Brasil, de uma inédita articulação da Abordagem Multinível com a teoria de Cadeia de Valor / The MVNO – acronym for mobile virtual network operator – business model was introduced in Brazil in November 2010 by a specific regulation, aimed at improving service quality and competition among the companies in the Mobile Telecom industry. The goal of this academic work is to assess the MVNO phenomenon in its current adoption stage in Brazil, challenging the market players assumptions and negotiation mechanisms by confronting them with the Value Chain (PORTER, 1985), and Value Chain decoupling theories (CHRISTENSEN et al, 2001; ANDERSON; WILLIAMS, 2004). Being a phenomenon inherently connected to the value activities disaggregation, in an originally vertical industry, the main focus of analysis was set on the Value Chain, but it did not limit to that: the study also brings up comparisons with other worldwide MVNO cases, and other theoretical references from the Information and Communication Technology field, such as Information Economy (SHAPIRO; VARIAN, 1999), Disruptive Innovation (CHRISTENSEN; BOWER, 1999), and Innovation Dimensions (SAWHNEY et al, 2011). The research was based on the conceptual categories of Multilevel Approach (POZZEBON; DINIZ, 2011) – Context, Process and Content – as it pursued to profile each Relevant Social Group, their interests, and the negotiation among the involved parties. Based on this articulation, it was possible to comprehend the phenomenon and some of its consequences to the Brazilian mobile telecom environment. The main outcomes were: the foundations of the new Value Chain being formed, the critical influence of a Relevant Social Group to the model adoption – the MVNE, which are integrators that connect MVNOs to the Operators – and the use of the regulation to foster machine-to-machine applications (M2M). The description of the model, as well as of its particular characteristics in Brazil, provides both market practitioners and scholars, with inputs. The latter can benefit not only from a starting point to future researches on MVNO in Brazil, but also a new articulation between the Multilevel Approach and the Value Chain.