| dc.description.abstract | This ever-changing and converging environment of the global mobile market creates multiple
new business opportunities for mobile content providers. However, the competitive pressure is
escalating, which poses major challenges. The telecommunication industry is characterised by
hyper-competition, where emerging technologies, complex interactions and unexpected user
patterns result in unforeseeable outcomes. The objective of this study was to determine the extent
to which mobile content providers have adopted blue ocean strategies to respond to the
competitive environment.
The study took the form of a survey. The population of this study was the 4 mobile content
providers in Kenya. These are Safaricom, Zain, Econet, and Telkom Orange. All these 4 mobile
content providers were studied hence a census of the mobile content providers in Kenya. Data
was collected through interviews with the managers of the four mobile content providers in
Kenya as well as through questionnaires. The analysis of the interviews was done using content
analysis which is a qualitative measure. The questionnaires were analysed and used to augment
the results of the content analysis in order to establish the strategic orientation of each of the
companies studied | en |
