What’s the right game? Time-to-market vs “coopetition” in the Myanmar mobile market

What is it about?

We study, from a Myanmar mobile operator’s point of view, the trade-off between trying to trying to get to untapped towns and villages faster than competition (“time-to-market” strategy) and cooperating with competition through network sharing to reduce costs (“coopetition” strategy). An operator motivated by time-to-market advantage expects better margins by capturing market share ahead of competition. However, when every operator follows this individual agenda, its time-to-market benefit depends on whether it is actually faster than competition. In contrast, coopetition eliminates costs by design and provides assured margin improvements.

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Why is it important?

The paper applies system dynamics modelling, which is under-represented in marketing, to a study on coopetition in the mobile industry, in the context of Myanmar, a market which is rarely studied in marketing research.

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