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In the context of increased importance of social applications and convergence between mobile and Web technological domains, this paper investigates potential strategies that MNOs can adopt regarding the offer of mobile social networking services. A case study in an Australian mobile network operator is presented in order to highlight the decision-making process for the launch of mobile networking services. General conclusions and potential implications for mobile network operators are presented, including a three-step strategy for carriers wishing to enter the social networking arena.
Date of Conference: 20-21 June 2011