Abstract:
In general, gaining of competitive advantage is the main
objective of a company’s survival. In the pursuit of achieving
this companies explicitly or implicitly adhere to many strategies
and many external factors which beyond the company’s control
affect this process. Thus is it inevitably complex and only keen
companies survive? Provided that, in this review note we bring a
contemporary case into discussion. ABC entertainment was one
of the finest companies established in Sri Lanka and their core
business was selling artistic content in different forms;
ringtones, compact discs, etc. Their main revenue generator
relied upon the ringtones supplied to mobile operators such as
Mobitel, Dialog, Etisalat, Hutch and etc. Back then, Mobitel
operated as the industry leader of telecommunication and
subsequently companies entered to a price war with the
emergence of companies like Airtel in 2009. All the companies
faced severe reductions in revenue and found tough to operate.
As means of survival and retaining competitive positions
companies’ implemented strategies such as adding value added
services such as internet and data. The review proceeds
discussing problems raised in the revenue models of the
companies providing facts in relation to telecommunication
industry in Sri Lanka, management structure and etc. Finally the
review suggests strategies as means of survival.
