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Case Title:

Microsoft in the Mobile Phone Industry: Strategies and Challenges

Publication Year : 2005

Authors: Krishna Chaitanya & Phani Madhav

Industry: Telecommunications

Region:USA

Case Code: INA0047

Teaching Note: Not Available

Structured Assignment: Not Available

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Abstract:
Since the early 1990s, handset manufacturers started selling high-end mobile devices. As the market for these high-end mobile devices is increasing every year, the software has become one of the most strategic parts in this context and gained prominence. This attracted the attention of Microsoft to gain a foothold in the growing market for mobile software.

Pedagogical Objectives:

  • To discuss Michael E Porter's Five Forces Model with specific focus on intense competition and types of competition viz, company specific, group specific and network-based
  • To understand the challenges for Microsoft to successfully enter the mobile software market
  • To discuss how Microsoft overcomes the hurdles to establish itself in the mobile business
  • To discuss the company's strategy of expanding into mobile software business and its intention to change the erstwhile approach of staying vertically integrated into horizontally integrated model.

Keywords : Mobile handset industry, Microsoft, Microsoft's entry strategies, Nokia, Competitive Strategies Case Study, Symbian Group, Handset manufacturers, Competition, Competitive strategies, Mobile software, Vertical integration, Horizontal integration

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