T ecosystem and business models of the mobile computing market has evolved in the last decade, no longer focused on the hardware functions & features, but focus shifted to software beyond the OS to apps and content. It the UX (user interaction and experience) that matters now.

2. 1. Market overviewMarket overview
2.2. Porter’s 5-Forces model analysisPorter’s 5-Forces model analysis
3.3. SWOT analysisSWOT analysis
4.4. Market analysisMarket analysis
5.5. Group activity and discussionGroup activity and discussion

3. Market OverviewMarket Overview
Revenue & Profit $$$Revenue & Profit $$$
Market share & growthMarket share & growth
CustomersCustomers
Multimedia & ContentMultimedia & Content
HardwareHardware
Global communicationGlobal communication
ConnectivityConnectivity
Software & AppsSoftware & Apps

4. Porter’s 5 Forces – Mobile ComputingPorter’s 5 Forces – Mobile Computing
Mobile Computing MarketMobile Computing Market
• Span across mobile handsets, PC,Span across mobile handsets, PC,
carriers, multi-media, softwarecarriers, multi-media, software
• Shift from hardware to software andShift from hardware to software and
apps focusapps focus
• Social media and mobile marketingSocial media and mobile marketing
• Convergence, consolidation andConvergence, consolidation and
fragmentation concurrently – e.g. tablets,fragmentation concurrently – e.g. tablets,
apps and online marketingapps and online marketing
Threat of New EntrantsThreat of New Entrants
• Relatively low barriers of entry – hardware, appsRelatively low barriers of entry – hardware, apps
• Relatively high barrier of entry – patents, OSRelatively high barrier of entry – patents, OS
• Need economies of scale - volumeNeed economies of scale - volume
• Branding – product quality & differentiationBranding – product quality & differentiation
• Fragmentation – mass customization, localizationFragmentation – mass customization, localization
Threat of SubstitutesThreat of Substitutes
• HardwareHardware -- ODM, IDH and copy-cats (imitators)ODM, IDH and copy-cats (imitators)
• New technologies – tablet , notebook, smartphoneNew technologies – tablet , notebook, smartphone
• Price – sensitive in emerging markets for hardwarePrice – sensitive in emerging markets for hardware
• Software and appsSoftware and apps
Supply BaseSupply Base
• Hardware outsourcedHardware outsourced
manufacturingmanufacturing
• Economies of scale andEconomies of scale and
vertical integrationvertical integration
• Fragmented software &Fragmented software &
apps sectorapps sector
• Skilled professionalsSkilled professionals
CustomersCustomers
• Major market leadersMajor market leaders
dominate market – OEM,dominate market – OEM,
carrierscarriers
• Revenue & profits –Revenue & profits –
growth in data usage, appsgrowth in data usage, apps
• Intense pricingIntense pricing
competition for hardwarecompetition for hardware

5. SWOT – Mobile ComputingSWOT – Mobile Computing
Apple – Design & development,
multimedia e.g. Apple TV / set-top
box
Samsung – Hardware & components,
manufacturing, e.g. display
technology like AMOLED
Google – software development e.g.
Android OS, acquisition of Motorola
for IP and hardware
Apple – Content ownership,
connectivity
Samsung – content ownership, apps,
connectivity
Google – Content, connectivity.
Opportunities – strategic alliance,
licensing, purchase of IP (e.g.
Nortel’s auction of assets), M&A
Apple – Brand, OS.
Threats from Android, Windows
Samsung – Brand, hardware.
Threats from Apple, Nokia, Amazon
Google – Brand, software & apps,
online marketing.
Threats from Facebook, Foursquares
(LBS)
Apple – Content, connectivity.
Threats from Instagram, QQ, Amazon
Samsung – Content & apps.
Threats from gaps in OS and apps.
Google – Content, hardware.
Threats from Amazon , Rovio
Entertainment.
StrengthsStrengths WeaknessWeakness

6. Market Analysis – Mobile ComputingMarket Analysis – Mobile Computing
 Shift in business modelShift in business model
 Shift from hardware (form factor) focus to applicationsShift from hardware (form factor) focus to applications
and contentand content
 Convergence of technologies and productsConvergence of technologies and products
 E.g. Smartphones and tablets – convergence of mobile,E.g. Smartphones and tablets – convergence of mobile,
PC, telecommunication and media industries.PC, telecommunication and media industries.
 Convergence of hardware, software, media and contentConvergence of hardware, software, media and content
 Competition – Direct & IndirectCompetition – Direct & Indirect
 Distinction becomes fuzzy –Distinction becomes fuzzy –
o E.g. Apple, Amazon, Facebook, Google, Lenovo,E.g. Apple, Amazon, Facebook, Google, Lenovo,
Microsoft, Nokia, Rovio Entertainment (Angry Birds),Microsoft, Nokia, Rovio Entertainment (Angry Birds),
and Samsung, .and Samsung, .

7. Market Analysis – Mobile ComputingMarket Analysis – Mobile Computing
 Shift in business modelShift in business model
 Shift from hardware (form factor) focus to applicationsShift from hardware (form factor) focus to applications
and contentand content
 Convergence of technologies and productsConvergence of technologies and products
 E.g. Smartphones and tablets – convergence of mobile,E.g. Smartphones and tablets – convergence of mobile,
PC, telecommunication and media industries.PC, telecommunication and media industries.
 Convergence of hardware, software, media and contentConvergence of hardware, software, media and content
 Competition – Direct & IndirectCompetition – Direct & Indirect
 Distinction becomes fuzzy –Distinction becomes fuzzy –
o E.g. Apple, Amazon, Facebook, Google, Lenovo,E.g. Apple, Amazon, Facebook, Google, Lenovo,
Microsoft, Nokia, Rovio Entertainment (Angry Birds),Microsoft, Nokia, Rovio Entertainment (Angry Birds),
and Samsung, .and Samsung, .