The internationalization of TVSMILES GmbH

Abstract

This thesis reviews the specifics of new venture internationalization and its influencing factors. We first build on this stream of literature to understand TVSMILES’ internationalization process and then specifically focus on the entry strategy in UK. Micro and macro environment of the U.K. mobile advertising landscape is being conducted and rounded up by strategic rollout outline, highlighting the crucial factors that need to be carefully considered in order to guarantee a successful market entry. TVSMILES is a venture capital-backed mobile advertising startup that disrupted the German second-screen market with its innovative business model. Due to the limited size of the German market the founders decided to pursue an international rollout. The original idea to enter the market of the United Kingdom proved to be promising. The UK mobile advertising market is the most developed in Europe. The country has experienced a significant growth of second screen apps and can be considered a nation of early adopters. Additionally, TVSMILES can position itself as the only second-screen app among all others that synchronizes commercials and other ad formats and translates these into a native game environment. The U.K. action plan emphasizes the relevance of strategic partnerships and the necessity to automatize business processes through algorithms in order to scale the business globally.

Date of Award	2015
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Francesco Castellaneta (Supervisor)