University of Oulu

Moqaddamerad, Sara; Ahokangas, Petri; Matinmikko, Marja; Rohrbeck, René (2017) Using scenario-based business modelling to explore the 5G telecommunication market. Journal of futures studies 22(1): 1-18.

Using scenario-based business modelling to explore the 5G telecommunication market

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Author: Moqaddamerad, Sara1; Ahokangas, Petri1; Matinmikko, Marja1;
Organizations: 1University of Oulu, Finland
2Aarhus University, Denmark
Format: article
Version: published version
Access: open
Online Access: PDF Full Text (PDF, 0.3 MB)
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Language: English
Published: Tamkang University, 2017
Publish Date: 2020-02-12


Innovative technologies often alter established value chains and make traditional strategic planning methods inadequate. In this paper, we present the use of scenario-based business modelling to explore the market for the fifth generation mobile communication networks (5G). We discuss four scenarios that have been developed in a collaborative effort among different actors in the market. We then describe the approach to build business models and discuss lessons learned and benefits from the novel approach. This approach complements traditional techniques through providing a powerful platform to integrate multi-dimensional change, from technology, regulation, value-chain dynamics, and value proposition evolution. We further conclude that the approach is particularly valuable in environments that are characterized by a high level of uncertainty and complexity.

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Series: Journal of futures studies
ISSN: 1027-6084
ISSN-L: 1027-6084
Volume: 22
Issue: 1
Pages: 1 - 18
DOI: 10.6531/JFS.2017.22(1).A1
Type of Publication: A1 Journal article – refereed
Field of Science: 512 Business and management
Copyright information: © 2017 The Authros and The Journal of Futures Studies. Available open access at