The Korean mobile phone companies have employed a market-pull strategy based on applied technology. They have competed with the end products with advanced product features and aesthetic design excellence by utilizing imported basic technology and its accumulated production technology base.
The Korean mobile phone companies have anticipated customer demands and reflected them in its product design. The Korean mobile phone makers have succeeded in satisfying the customers’ needs for smaller, lighter, and higher-quality cell phones by developing fashionable products with multiple functions such as handsets with MP3 players and camera phones.
Korea has been an important ideal laboratory for developing new product lines since Koreans are one of the world’s most enthusiastic users of mobile phones and wireless data services. The life cycle of a mobile phone is shorter in Korea than any other country in the world, and global giants like Motorola and Nokia have had a tough time competing. The leading Korean mobile phone makers have experienced a huge success with mobile phones in the home market and expanded this success to global market.
The case of the Korean mobile phone business demonstrates that technology followers can still be highly competitive by bridging the market need and the technological need, as well as bringing them successfully to the market in a shorter time than any other competitor although they do not own core technology. In this sense, a market pull strategy utilizing applied technology can be effective for technology-followers who foresaw opportunities the emerging technology provides.
Note: A detailed analysis on this topic won’t be shared due to the proprietary nature of the content.
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