Future development of mobile services and applica- tions examined through the real options approach

The present ICT industry indicates that the mobile services and applications are going to change radically in the future. The future evolution of mobile applications and services means seamless integration both technologically and on application and service level towards more attractive solutions for users. The attractiveness of mobile applications and services in the future relies heavily on comprehensive fulfillment of user needs. In our view, applications and services are bundled together, called Integrated Mobile Applications and Services. The business environment related to a new paradigm in mobile services and applications is highly uncertain. An individual firm in the mobile industry has to make choices concerning its investments to be prepared for the contingent future. The Real Options Approach tries to explain how a firm is able to achieve the most from the opportunities offered to it and how to avoid the downsides.