As the study integrated firm performance results to market behavior, the finding still agrees with the prisoner’s dilemma concept. The industry is leaning towards competitive rivalry for the 11-year period with an annual average score of -10. Lync 2013 Server, however, is not supported. The financial side deals with the return on equity, return on investment, current ratio, and average revenue per subscriber (ARPS). Veriato 360 records back-and-forth instant messaging and chat room conversations. The market performance metrics are volume market share, Herfindahl-Hirschman Index, cost of customer acquisition, and marketing return on investment. The study used both market and financial performance measures in order to see how value is captured. Scores are assigned to each value pillar every year to see whether they compete, passive, or collude based on prisoner’s dilemma assumptions. Microsoft Lync is the new rich client for Lync users on the Mac platform and offers integrated functionality for instant messaging, presence, conferencing and voice. Value finance dimension consists of total cost of ownership, price scheme, revenue structure, and cost structure. While the third dimension which is value architecture have looked into core competency and cellular network technology. The second value dimension which is value network have examined infrastructure, business segments, and customer reach capabilities. Under the first value dimension which is value proposition, the study looked at call, text, and data promos and bundles, subscriber base, churn rate, and policies. As these dimensions’ specifications are interlocked and interrelated to each other, they encompass the customer value creation, value capture, strategic actions manifested by PLDT and Globe. It consists of four value dimensions namely value proposition, value network, value architecture, and value finance. The V4 Business Model was developed by Al-Debei and Avison in 2008 for the representation of the business models of telecommunications companies. With the duopolistic nature of the industry, the research looks at the possible actions of the two players, which will give insights on their market behavior in the time period of 11 years from 2006-2016 and how they create and capture value through their business models. and Philippine Long Distance Telecom, Inc. The Philippine Telecommunications industry is a duopolistic market with the presence of the two principal companies namely Globe Telecom, Inc.
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