1. Market research
Erik Dejonghe
Pieter Ballon

2. Demand driven technology development
Demand side needs & QoE vs QoS ?
requirements ? What about
Meeting needs ?
content ?
Market Potential?
Usage context? Where is my
potential?
How do I approach
Demand-centric product my market?
development ?
What about my business
model?
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3. R&D Adoption & Diffusion
Opportunity Test Market Launch
Identification Concept Concept Development &
Development Evaluation Production
Qualitative and quantitative user research
Market analysis Introduction strategies
Adoption, Diffusion & Domestication
Media sociology, communities &
CMC
Business modelling
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4. Market analysis
MADUF – Mobile Television
Trials worldwide
Flanders: Trial 2007, Launch 2008-2009?
Business model ?
What can we learn
from the trials?
Potential in Flanders ?
Content King? What
content & format?
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5. Market analysis
MADUF – Mobile Television
Literature analysis of trial results
Survey
Expert panel (N: 35)
Bv. Peak for 16 content types
= SWOT times
Potential &
Segmentation
+ ‘wild ideas’ Forecasting
Business model ?
What can we learn from the trials? Potential in Flanders ?
Content King? What content & format?
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6. Adoption & Diffusion
ROMAS – Mobile News
I-City Hasselt – Living Lab + test panel (N: 600)
Mobile News - RSS +
- Mobile Telekrant
- Mobile TvL
- Mobile City Portal
- HasseltLokaal
- HBvL Palmnieuws
Adoption & Diffusion
Potential for Mobile
News?
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7. Adoption & Diffusion
ROMAS – Mobile News
Survey (n: 551)
Mobile News - Betalend Model Mobile News - Advert. based free model
50 50
40 40
30
30
20
20
10
10
0
innovator early early late laggards
0
innovators early early late laggards Mobile News 3 16,9 27,5 40,7 10,2
Mobile News 3 16,9 27,5 40,7 10,2 Mobile News Free 11,9 41,4 16,8 20,5 4,9
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8. Business Modelling
 Reconfiguration of
control and value in
complex value
networks
 “The Architecture
of a Business”
 Roles, Relations
and Revenues
 4 Levels of
Business Modelling
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9. Business Modelling
MADUF – Mobile Television
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10. Domestication & Living Labs
 Focus on User Practices in real-life environment
 Not only user ideas about what he/she wants
 But also what user does, how technology fits into everyday life
 Living Labs as experimentation environments for Domestication
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11. Domestication & Living Labs
ROMAS – Mobile News
 In iCity Living Lab, Hasselt
 650 test users
 Evaluation
 3 emerging city applications
 Exploration
 potential new city applications
 Combination of methods
 Logging + Focusgroups + Diaries +
Photo Elicitation
 Results wrt
 personalisation, practical use, flexible
interface
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