The Apple Twist

Denis Lescop and Elena Lescop
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Denis Lescop: Télécom Ecole de Management, Evry, France
Elena Lescop: Télécom Ecole de Management, Evry, France

Communications & Strategies, 2016, vol. 1, issue 102, 13-35

Abstract: The mobile industries went through many (r)evolutions that increased their performance, triggered new usages and contributed to the vast popularity of mobile handsets. Some evolutions were pushed by the regulators, some were technological, some were marketing-related and others were business model-related. Our paper proposes an analysis of the latter through the spectacular example of the entry of Apple in the mobile industry in 2007. We show how Apple's business model disrupted the whole architecture and design of the mobile industry and stimulated the rise of a new cycle of innovations.

Keywords: mobile industry dynamics; 3G; platform; market failure; market creation. (search for similar items in EconPapers)
JEL-codes: L63 M31 O33 (search for similar items in EconPapers)
Date: 2016
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