Is disruption the second time around harder to do? The entry of Iliad into the Italian telecommunications market

Shengxing Yang (), Pierre Vialle () and Jason Whalley ()
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Shengxing Yang: RITM - Réseaux Innovation Territoires et Mondialisation - Université Paris-Saclay
Pierre Vialle: IMT-BS - MMS - Département Management, Marketing et Stratégie - TEM - Télécom Ecole de Management - IMT - Institut Mines-Télécom [Paris] - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris], LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - UEVE - Université d'Évry-Val-d'Essonne - Université Paris-Saclay - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris]
Jason Whalley: Northumbria University [Newcastle]

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Abstract: Although market entry has been a longstanding feature of mobile telecommunication markets, relatively few entrants have transformed the market(s) that they have entered. One such company is CK Hutchison, while another is Iliad, whose entry into the French mobile market profoundly and irrevocably changed it. This paper explores whether Iliad has been able to repeat this initial ‘success' of disrupting the French market when it entered a second large European market, namely, Italy. We begin by outlining the circumstances that led to the entry of Iliad into the Italian market, and then chart is development as a new entrant. Through adopting such a longitudinal approach, we are able to demonstrate how Iliad has encountered numerous challenges and has adopted a different approach to that which was so success in France. We conclude that disruption the second time around is more difficult to achieve.

Keywords: Mobile telecommunications; Italy; Disruption; Iliad (search for similar items in EconPapers)
Date: 2022-06-20
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Published in ITS 31st European Conference 2022. "Reining in Digital Platforms? Challenging monopolies, promoting competition and developing regulatory regimes", International Telecommunications Society, Jun 2022, Gothenburg, Sweden

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