“…), determining devices' functional capabilities. The emergence of Apple in the mobile telecommunication market has therefore changed the original characteristics of the mobile phone business, broken down its traditional boundaries and moved power from MNOs to handset manufactures, hardware and software developers and consumers, thus leading to the reconfiguration of the value network (Laugesen & Yuan, 2010;Vogelstein, 2008). In particular, end-users have assumed a central role as they can directly define, thus personalize, the characteristics of their devices.…”