Essay About Mobile Phones And Competitive Advantage Of Myalert

Myalert
CASE STUDYMYALERTQuestions:Is My Alert a good business idea? Why? Which is the competitive advantage of MyAlert when it is launched? How the competitive advantage and business model evolves? Why? Is it sustainable? Is the merge with Buongiorno! a must or just a good idea? Use the SWOT analysis and the Value Chain tools to support your answer.In the year 1999, Jorge Mata created MyAlert as an alerts portal which allowed its users to define through the internet what information they wanted to receive on their mobile phones through text messages. In the midst of the Internet boom in Europe, Jorge pioneered the extension into a related domain – the mobile phone’s mailbox. He created it with a precise target: becoming a leader in the market that was yet to be created and making personalization in the mobile telephony industry.After reading and analyzing the case study MyAlert we are able to create the SWOT analysis chart based on the company situation at the very beginning. STRENGTHS First at the market    Strategic partners (shareholders)Cohesive and high skilled management teamCustomized serviceInnovative serviceWEAKNESESS High technology costsLow experience as a teamOPORTUNITIES New emerging marketNew opportunitiesMarket growthMarket that is successful in another channelFast development of technologies (mobile telephone and Internet)Change in global societyTHREATSInternet bubble Economy crisis that are about to happenIncreasing competitive sceneFast and dynamic environment According to the SWOT analysis it is understandable why Mr Jorge Mata believed in his idea and focused on a big target as leadership in a new emerging market. With awareness of quickly growing mobile market in Europe (Mobile phone subscriptions average annual growth rate from year ’97 to year ’99 in Spain was 86%, Annex V) and knowing that this idea was already successfully working through another channel (Internet),  he saw a business opportunity  in the mobile alerts.  With the goal of making personalization happen in the mobile telephony industry MyAlert needed top tier management  and technical team and a sound technological platform to make alerts work at the targeted scale. With use of its strengths of having strategic partners, shareholders such as  banks,  MyAlert is able to cover high costs and form a team to keep growing the company and with those resources to start developing its own technological platform MAGO. This differencing  platform could push the threats of increasing competition and keep up with fast changing environment. Also, as MyAlert was about to become first in the market, the technology investment could become a strength and turn it in an entry barrier for competitors, what actually did happen.  For these reasons we can assume that MyAlert was a good business idea.