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The mobile software ecosystem and value chain,[object Object],Reseller,[object Object],Phone manufacturer,[object Object],Application marketplace,[object Object],Consumer,[object Object],Network operator,[object Object],Mobile software developer,[object Object],Mobile OS developer,[object Object],Content provider,[object Object],The mobile developer can be the content provider as well, the mobile OS developer ,[object Object],can be the manufacturer, the reseller can be the network operator as well; the network ,[object Object],operator can provide the application marketplace. The manufacturer can be the reseller.,[object Object],Operating system,[object Object],Application software,[object Object],Marketplace,[object Object],Consumer,[object Object],From a software perspective, the value chain can be simplified to the above.,[object Object]
The platform,[object Object],Application – performs a functionality.,[object Object],Platform – people build applications for the platform, which provides some infra-,[object Object],structure.,[object Object],Platform,[object Object],Application,[object Object],Usage,[object Object],Web,[object Object],Web app,[object Object],Via browser,[object Object],Via mobile phone,[object Object],Less than optimal due to,[object Object],standard noncompliance.,[object Object],Mobile,[object Object],Mobile app,[object Object],Native/browser,[object Object],MotherApp’s role: platform converter.,[object Object],Mobile,[object Object],Web app,[object Object],Native/ browser,[object Object],Mobile app,[object Object]
The value chain with platform conversion,[object Object],Web application,[object Object],Mobile platform conversion,[object Object],Mobile application,[object Object],Marketplace,[object Object],Consumer,[object Object],OS,[object Object],There is a dependency between the OS and the web application; the OS limits the ,[object Object],Functionality of the web application that can be converted. The different OS’s (iPhone, ,[object Object],BlackBerry, J2ME, Symbian, Windows Mobile) determine the need for different platform,[object Object],convertors.,[object Object],The OS are substitutes. The type of consumer may create a strong preference for one,[object Object],or another (e.g., business  BlackBerry).,[object Object],The ultimate power rests with the consumer, but is mitigated by the marketplace.,[object Object],The value proposition of the mobile platform conversion is to shorten the path to the,[object Object],consumer for the web application. It is more of a service than a product.,[object Object]
Platform Convertor Strategy Analysis
Platform Convertor Strategy Analysis
Platform Convertor Strategy Analysis
Platform Convertor Strategy Analysis
Platform Convertor Strategy Analysis

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Platform Convertor Strategy Analysis

  • 1.
  • 2.
  • 3.

Hinweis der Redaktion

  1. Competition: use locational advantages. 2x exist that I know of, maybe more.Rel with OS/marketplace: use large web content provider keen to enter the mobile space; use marketplace looking for content (eg M1). Develop standalone offerings for marketplace to build relationship.Use BlackBerry for business segment where web application provider and consumer are the same (eg internal applications used by corporation) and the conversion service might be more easily negotiated. Still under risk from convergence, but this is not very likely.
  2. Competition: use locational advantages. Are there more competitors?
  3. Rel with OS/marketplace: use large web content provider keen to enter the mobile space; use marketplace looking for content (eg M1). Develop standalone offerings for marketplace to build relationship.Use BlackBerry for business segment where web application provider and consumer are the same (eg internal applications used by corporation) and the conversion service might be more easily negotiated. Still under risk from convergence, but this is not very likely.