Matrix Cellular: Tapping into innovation to disrupt a regulated and saturated market

Sindhwani, S and Appasamy, L (2017) Matrix Cellular: Tapping into innovation to disrupt a regulated and saturated market. Working Paper. Singapore Management University. (Unpublished)

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The case follows Matrix Cellular (International) Services (Matrix), a telecommunications company that forayed into the nascent cellular telephony market in India, as a retailer of mobile handsets, accessories and international SIM cards. The Managing Director and Chairman of the Risk Management Committee of the company, Gagan Dugal, identified the potential demand for international SIM cards in the Indian outbound travel market that was set to boom on the back of globalisation.
MCIS bought international minutes in bulk from Mobile Service Providers (MSPs) in destination countries and retailed them through SIM cards to outbound Indian travellers. The service was an instant hit among elite travellers. Matrix, exploiting its pioneer advantage, began to strategically build its capabilities in the areas of sourcing, marketing, distribution and servicing, and expanded its product portfolio. Thus, from being a retailer of hardware and accessories, Matrix quickly evolved into a Mobile Virtual Network Operator (MVNO), trading and retailing talktime and data.

Affiliation: Indian School of Business
ISB Creiators:
ISB Creators
Sindhwani, S
Item Type: Monograph (Working Paper)
Additional Information: The research paper was published by the author with the affiliation of Singapore Management University.
Uncontrolled Keywords: Corporate strategy, Portfolio options, Growth cycle, Blue ocean strategy, Innovation, Risk
Subjects: Business Innovation
Business Strategy
Depositing User: Ilayaraja M
Date Deposited: 06 Jul 2019 19:47
Last Modified: 06 Jul 2019 19:47
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