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In this paper, the authors consider business feasibility analysis of systems and services using cognitive radio and secondary use of spectrum. The approach is generally applicable to business analysis of services using "New" technology but the analysis is focused on cellular use of TV white space. The paper describes what can be learnt from history when mobile technologies have been introduced in the market. New services introduced by new actors are challenging since the market entrant need to invest in infrastructure and marketing and to build up a customer base.
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