The diAx case (C) : non-market challenges in the Swiss wireless telephony business

Abstract

This is the third of a three-case series (301-053-1 to 301-055-1). Five months after starting service in the wireless cellular telephony market, diAx mobile AG was confronted with increasing resistance against its efforts to build up and increase the coverage of its wireless mobile network. In many locations citizens, local communities and municipal authorities refused to accept wireless base stations and antennas in their vicinity because they either wanted to protect the beauty of the landscape from ugly antennas or were afraid of negative health effects assumingly caused by their electro-magnetic radiation. The case can be used to analyse and discuss viable strategies a wireless telephony service provider can choose to address non-market challenges in its core business