MobileOne Ltd (M1)

Ghee Soon Lim ()
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Ghee Soon Lim: National University of Singapore, NUS Business School, Department of Management & Organization, 1 Business Link, BIZ 2 Building, Singapore 117592, Singapore

Asian Case Research Journal (ACRJ), 2004, vol. 08, issue 01, 107-131

Abstract: The present case documents how a young mobile phone company was built from scratch. A number of contingency factors contributed to the successful founding and growth of M1, including leadership, competitive strategy, technological development, customer service, shareholders' commitment, employee quality, community involvement, and industry regulation. Following M1's successful initial public offering in December 2002, management had to find new ways to sustain the M1 miracle. A number of new trends presented M1 with threats and opportunities, including new customer demands, 3G technology, and intertelco rivalry for the existing set of customers. This case is useful for assessing the conditions for successful start-up as well as examining strategies to maintain growth.

Date: 2004
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DOI: 10.1142/S0218927504000465

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