A survey of the extent of adoption of Blue ocean strategy by Mobile content providers in Kenya

Abstract

This ever-changing and converging environment of the global mobile market creates multiple new business opportunities for mobile content providers. However, the competitive pressure is escalating, which poses major challenges. The telecommunication industry is characterised by hyper-competition, where emerging technologies, complex interactions and unexpected user patterns result in unforeseeable outcomes. The objective of this study was to determine the extent to which mobile content providers have adopted blue ocean strategies to respond to the competitive environment. The study took the form of a survey. The population of this study was the 4 mobile content providers in Kenya. These are Safaricom, Zain, Econet, and Telkom Orange. All these 4 mobile content providers were studied hence a census of the mobile content providers in Kenya. Data was collected through interviews with the managers of the four mobile content providers in Kenya as well as through questionnaires. The analysis of the interviews was done using content analysis which is a qualitative measure. The questionnaires were analysed and used to augment the results of the content analysis in order to establish the strategic orientation of each of the companies studied