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A MARKET-CENTRIC APPROACH TO NEW MEDIA BUSINESS: LTE-BROADCAST AS A BUSINESS OPPORTUNITY WITHIN THE DIGITAL SIGNAGE MARKET
KTH, School of Computer Science and Communication (CSC).
2014 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

With a growing number of connected devices and an increased market penetration for wireless

and cellular technologies, it has become more and more important to understand how new

technologies can be leveraged in existing markets to further understand their overall impact on

society as a whole. This master thesis aims to investigate potential business opportunities for a

new communications technology within an existing market. This new technology, known as

LTE-Broadcast, is an evolution of cellular 4G technologies, which allows content to be

broadcasted throughout a cellular network. The thesis focuses on the digital signage market and

uses it as context in which to investigate potential business opportunities. Digital signage, in

short, refers to the use of digital screens as a medium for communication. This thesis therefore

intends to understand how LTE-Broadcast can be leveraged as a viable business option within

the digital signage market by perusing both a global and national perspective of the market.

By investigating and analyzing a global perspective and a national perspective, in the form of the

Swedish digital signage market, a clear picture of the value LTE-Broadcast can generate within

digital signage is achieved. This, consequently, allows for the identification and conceptualizing of

a viable business model for Mobile Network Operators (MNOs) while leveraging LTE-Broadcast

in the digital signage market. The research, conclusively, allows for a clear understanding of the

model’s scalability.

Ultimately, the understanding of the technology’s viability within a given market will influence its

successful adoption in society and its potential utilization by MNOs to create a sustainable

competitive advantage within the digital signage market.

Place, publisher, year, edition, pages
2014. , 69 p.
National Category
Media and Communication Technology
Identifiers
URN: urn:nbn:se:kth:diva-170575OAI: oai:DiVA.org:kth-170575DiVA: diva2:838939
Supervisors
Examiners
Available from: 2015-07-01 Created: 2015-07-01 Last updated: 2015-07-01Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
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More styles
Language
  • de-DE
  • en-GB
  • en-US
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  • nn-NO
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  • Other locale
More languages
Output format
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