Telecommunication market has been grown with the several factors - Technology, Demand and Competition etc. Especially, due to the deregulation and the lowered entry barriers, many companies have entered and will try to enter into telecommunication market with new superior services. Therefore markets for telecommunication services is expected to be saturated eventually and competition will be intensified. The existing companies try to improve their services to maintain the market power and prevent newcomers from entering into their market territory.
As the market grow bigger and more complicated, the two competitive advantage factors draw public attention. First one is the operational efficiency and second one is the strategical positioning. From the operational efficiency prospective, new service provider must technical ability, service operation ability and organization system, those can estimate the change and flow of market. But recently, operational efficiency lost its importance because the advantage can be easily imitated by the competitors. From the strategic efficiency perspective, its importance is emphasized more and more. Especially, understanding of customer`s preference and the positioning of market are very important to develope new service and to enter into market.
Considering the competitive environment, this thesis suggests the service positioning strategy of new telecommunication service in Wireless Data Service market. And, because the competition move dynamically, the market position for new services have to be changed for success. This thesis can be summarized with three main ideas. First, I positioned the new service(Wireless LAN service) from the Wireless Data Service market perspective. Second, I observe the dynamic development of market situation in accordance with the competition between the existing service(Mobile Internet Service) and new service(Wireless LAN Service). Finally I suggest how the market be developed with scenario planning approach and propose the strategy, especially from Korea Telecom`s point of view.