Technology Provisioning in the Mobile Industry: a Strategic Clustering

This article develops a strategic clustering for Mobile Middleware Technology Providers (MMTPs), shedding light on the business models and the strategic positioning currently adopted by this actor typology. The paper combines a literature review and a multiple case study approach – 24 in‐depth cases based on 72 semi‐ structured interviews were performed – to deal with a significant and relatively new issue, i.e., the role of technology providers in the mobile value network. Through the creation of a system of strategic clustering matrices, four key business models currently adopted by MMTPs – “Pure Play”, “Full Asset”, “Third Parties Relationship‐focused” and “Platform and Content Management” – are identified, and insightful conclusions on the impact of this actor’s newly emerging influence on the market’s competitive dynamics are drawn. The framework created supports a wide set of mobile communications stakeholders – both incumbent and new entrants – in their decision making and strategy analysis process.