Scenarios
This section presents a classification of these segments (refer to Mobile Entertainment Framework) to identify relevant categories of mobile entertainment services for this study.
A mobile user connects to the Internet via his WAP-enabled mobile phone, searches for a particular ring tone and downloads it onto his mobile phone. This falls under Segment 1 where this activity utilizes wireless telecommunication networks, incurs a cost upon file download, interacts with service provider and is a form of leisure activity. If he transfers the ring tone to his friend via Bluetooth or infrared, this falls under Segment 2 where such activity still utilizes the wireless network yet does not incur a cost upon file transfer or involves any interaction with service providers. However, if he composes a ring tone (provided if the mobile device supports composing ring tone) and sets it as default ring tone, such activity is still considered as mobile entertainment but it does not utilize the wireless network nor it incurs a cost upon usage.
Therefore, this activity falls under Segment 3. Hence, in this scenario, the players in the value web differ in all three scenarios. The definitions for all three cases vary as well. Hence, the model in the abovementioned framework aids the industries to determine appropriate business model to adopt in order to target the right audience.
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—Susan Sontag (b. 1933)