네트워크 오퍼레이터 비즈니스 모델: 아이폰 사례를 중심으로

초록

The complexity of business relationship has been increased as information technology continuously developed. Because of this, business organization must propose sophisticated values to the customer through the analysis of customer needs, business operation, and market competition. The network operator as a business model tries to overcome limitation of structural and behavior perspectives in traditional network theories. In this paper, the concept of network operator offers explanation of comprehensive view based on systematic approach. Through case study, iPhone entered smart phone industry with an earth-break brand in 2007. After a few years, iPhone becomes a market leader who creates tremendous revenue to compare with competitors through a network operator business model. The iPhone captured latent business opportunity in competition fixation and market governance in telecommunication industry satisfying customer desires of data communication. Therefore, the iPhone business model converts business opportunity as revenue taking role as a network operator. The network operator business model provides a conceptual establishment to understand change of competitive environment which IT development brought. Network operator business model explains how business organization achieve strategic value in competition environment which regards issues that who brings what values to whom and how to generate revenue in terms of network operation perspectives.

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