The concept of a value chain has assumed a dominant position in the strategic
analysis of industries. However, the value chain is underpinned by a particular
value creating logic and its application results in particular strategic
postures. Adopting a network perspective provides an alternative perspective
that is more suited to New Economy organisations, particularly for those where
both the product and supply and demand chain is digitized. This paper introduces
the value network concept and illuminates on its value creating logic. It
introduces Network Value Analysis (NVA) as a way to analyse competitive
ecosystems. To illustrate its application, the provision of mobile services and
content is explored to identify potential strategic implications for mobile
operators
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