Abstract
In this article we explore future business models for the mobile service industry. Using industry expert information, we develop four scenarios that illustrate possible different future conditions in the industry. Drawing on strategy literature, we discuss strategic challenges based on technological development and social identity and propose business models that are likely under different future conditions. We argue that the mobile services that will be developed and the strategic organisation of activities depend on whether technological development is divergent or convergent and whether societal values are individualistically or collectivistically oriented.
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