This paper aims to develop a model of evolutionary mechanism of service innovation in regards to the coming of 4G mobile technology. It is developed by approaching the evolutionary theory signifying the process of learning, adaptation and selection between cellular operators and the market. In our model, the Quality of Service mediates such evolutionary features, in which the operators will conduct learning process from the market as their environment. The fitness of the system will be achieved through a certain mechanism of selection and survival. Consequently, the success of service innovation strategy would be determined by certain parameters including quality, customer care, service coverage and tariff. Based on such model, the explanatory concept of 4G technological management is proposed.
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