COMPETITIVE STRATEGY DYNAMICS OF OEMs IN THE ICT INDUSTRY

Context dynamics in the ICT industry created a new, more ambiguous competitive arena characterised by continuously shifting boundaries. As a consequence, the original equilibrium characterised by vertically integrated companies (and product architectures), and also the 1990s ¿alternate¿ equilibrium of integration and stratification, has been completely broken. A new model of competition for OEMs has been envisioned, characterised by the ¿horizontal¿ competition of specialised players exploiting their competences (and assets) across a number of product segments, even outside the traditional boundaries of the ICT industry, but focusing themselves on a given layer. New competitive strategy dynamics are required by companies to shape the new competitive scenario.