Roadmapping 3G mobile TV: Strategic thinking and scenario planning through repeated cross-impact handling

Article history: Received 22 April 2008 Received in revised form 10 July 2008 Accepted 12 July 2008 In order to deal with growing uncertainties emerging in the 3Gwireless industry and to preserve their competitiveness, managers involved in the wireless value network should identify future success very early and develop their strategic planning on time. This study, based on a Scenario Evaluation and Analysis through Repeated Cross impact Handling, allows the generation of both qualitative and quantitative scenarios and can be used as an operative planning tool. The dynamic forces driving the scenario are based on the main principles of system thinking and multiple features. The probabilistic datahave beenelicitedwith thehelpof 40 executives inUSA andEurope working for companies in the different phases of the wireless value chain. Findings allow to identify basic trends and uncertainties useful to develop corporate or business strategies. © 2008 Elsevier Inc. All rights reserved.