Mobile Cloud Computing: An Instrumental Innovative Marketing Strategy for Telecom Operators of Emerging Markets such as UAE/PAKISTAN

By

ACKNOWLEDGEMENT

I would like to take this chance for thanking my research facilitator, friends & family for the support they provided & their belief in me as well as guidance they provided without which I would have never been able to do this research.

DECLARATION

I, (Your name), would like to declare that all contents included in this thesis/dissertation stand for my individual work without any aid, & this thesis/dissertation has not been submitted for any examination at academic as well as professional level previously. It is also representing my very own views & not essentially which are associated with the university.

Signature:

Date:

ABSTRACT

Mobile operators in emerging markets suffer from significantly poor Average revenue Per User (ARPU) vs. operators in developed western markets. While there has been rapid growth due to addition of new users to the pool of mobile users, the cost of voice calls as well as other basic services such as short messaging services (SMS) has been plummeting. This dissertation would utilize a combination of primary and secondary research methods. We foresee that the primary research will be external focused as we would collect the opinion and views of experts in the field and practicing marketers through an e-survey with key stakeholders to understand their expectations from the mobile computing. Given the context of an ultra-competitive mobile market with low ARPUs, differentiating using cloud computing based VAS services becomes very important. The purpose of this dissertation is focused on understanding the cloud computing opportunity for mobile operators specifically in emerging economies such as India, Pakistan and UAE. These are the countries where the growth in this sector has been immense and something which has attracted the attention of analysts, researchers, market players as well as governments. This study evaluates management's reasons for adopting mobile-cloud computing to satisfy the computing needs of an organization. Mobile cloud computing future would surely be bright but the end user will have to wait till the incorporation of this strategy into the marketing mix of each organization and reaching at their best potential stage. Telecommunication industry will have to access to innumerous benefits and advantages by using this.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

Background1

Web Services1

Mobile-Cloud Computing1

Emerging Markets and Mobile-cloud Computing4

Innovative Marketing and Mobile-Cloud Computing7

Dissertation Purpose8

Decision Problems8

Objectives and Scope9

Research Objectives10

CHAPTER 02: LITERATURE REVIEW11

Mobile-cloud computing Background and History12

Mobile-cloud computing Methods13

Mobile-Cloud Computing Adoption15

Marketing Strategy20

Characteristic20

Strategic Options20

International Marketing and Global Marketing21

Adaptation Strategy22

Standardization Strategy24

The Marketing Mix24

Characteristic25

Types25

1)Product25

2)Pricing26

3)Placement27

4)Promotion27

CHAPTER 03: RESEARCH METHODOLOGY29

Overview of Qualitative and Quantitative Research Approaches29

Research Design30

Research Participants31

Benefits and Disadvantages of Mixed Method32

Informed Consent33

Confidentiality33

Validity34

Data Analysis35

Qualitative Data Analysis35

Interview Analysis Procedure35

Quantitative Data Analysis36

Project Timelines36

CHAPTER 04: DISCUSSION AND ANALYSIS38

Marketing Strategies in Emerging Markets38

Adaptation Strategy38

Standardization Strategy38

Mobile Cloud Computing for Increasing Revenues of UAE, India and Pakistan39

Emergence of Mobile-Cloud Computing in Developing and Emerging Markets40

Mobile Cloud Computing as a Leading Marketing Strategy41

New Telecom Operating Model43

Restructuring of Internal Value Chain Models44

Interpretations45

Pakistan Responses45

UAE Responses53

India Responses61

Results69

Interview Analysis70

Marketing Strategy of DU (UAE)72

Marketing Strategy of Etisalat (UAE)73

Marketing Strategies of Airtel (India) & Vodaphone (India)74

Marketing Strategies of Mobilink (Pak)75

CHAPTER 05: CONCLUSION AND RECOMMENDATIONS77

Discussion of ...