M-Commerce is considered as a new revenue source or a new business area with huge opportunity for mobile telecommunications operators given that existing voice-focused business model of them is facing growth limit and the creation of new revenue sources is essential to justify the huge capital investment scheduled for the next generation mobile telecommunications services.
Considering the competitive power mobile telecommunications operators like SK Telecom has versus potential competitors in each level of value chain, the critical value chain points where mobile operator should compete are Transport, Personalization Support, Content Aggregation, and Transaction Support.
Additionally, considering the core competencies mobile operator like SK Telecom currently has, mobile advertising is judged to be one of industries with biggest business potential in which mobile operator can play a leading role and which has enough revenue opportunity. This study presents a new mobile advertising business model which is using data push technology based on Cell Broadcast technology. This push-type mobile advertising model will be further strengthened by the interactivity given by the ARS or WAP call-back link functions and by CRM solutions. This mobile advertising model will play a critical linking role to actively support mobile retailing and to extend the scope of M-Commerce to off-line industries.