Ericsson: time-to-market The mobile phone industry provides an illustration of how critical T-t-M cycles can be. Although the market is booming, it is characterised by intense competition and rapid technological development. Ericsson - the manufacturer on mobile phone handsets - has recently seen its market share drop within this growing market. These difficulties are largely attributed to the delay in launching a key product (The T28). The company is quoted as stating that the T28 was nearly a year late and that they had to cancel the T36 because it had only a short market life. Such delays caused Ericsson to miss out on demand for low-cost handsets aimed at the expanding pre-pay mobile phone market. From the SCENARIO above discuss the activities at the commericialization stage of the product life cycle and their implication to Ericsson. [ 4 Marks] Explain Strategy options that Ericsson may have pursued. [8 Marks] Why is the technological environment such a dramatic force in today's market? Support your arguments with the scenario above