introduction to platform strategies \ mobile vce workshop on future business models ben eaton lse
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Introduction to Platform Strategies \ Mobile VCE Workshop on Future Business Models Ben Eaton LSE 25 th May 2010. Mobile Platforms contain Several Components. Platform. Operating System. Content Distribution (App Store). Advertising Distribution. They sit in a Platform Ecosystem. - PowerPoint PPT PresentationTRANSCRIPT
www.mobilevce.com
© 2007 Mobile VCE
Introduction to Platform Strategies
\Mobile VCE Workshop on Future Business Models
Ben Eaton
LSE
25th May 2010
www.mobilevce.com
© 2007 Mobile VCE
Mobile Platforms contain Several Components
PlatformOperating System
Content Distribution(App Store)
Advertising Distribution
www.mobilevce.com
© 2007 Mobile VCE
They sit in a Platform Ecosystem
Advertisers
Consumer
Income
Mobile Network Operator
Access
Device Manufacturer
Device Content
Apps Provider
Media Provider
Platform
Operating System
Content Distribution
Advertising Distribution
www.mobilevce.com
© 2007 Mobile VCE
Ecosystems in Full Detail
www.mobilevce.com
© 2007 Mobile VCE
Ecosphere Members wield power through Control Points - unique assets
Advertisers
Consumer
Income
Mobile Network Operator
Access
Device Manufacturer
Device Content
Apps Provider
Media Provider
Platform
Operating System
Content Distribution
Advertising Distribution
Revenue Source
Information Source
OS DevelopmentOS Support
Source of Revenue Share
Storefront
CustomerInformationAggregator
AppsAggregation
ContentCreation
Source of Revenue
The power of a platform owner depends on the Control Points they own e.g. ….
www.mobilevce.com
© 2007 Mobile VCE
Ecosphere Members wield power through Control Points - unique assets
Advertisers
Consumer
Income
Mobile Network Operator
Access
Device Manufacturer
Device Content
Apps Provider
Media Provider
Platform
Operating System
Content Distribution
Advertising Distribution
Revenue Source
Storefront
The power of a platform owner depends on the Control Points they own e.g. ….
www.mobilevce.com
© 2007 Mobile VCE
Ecosphere Members wield power through Control Points - unique assets
Advertisers
Consumer
Income
Mobile Network Operator
Access
Device Manufacturer
Device Content
Apps Provider
Media Provider
Platform
Operating System
Content Distribution
Advertising Distribution
Revenue Source
OS DevelopmentOS Support
Storefront
The power of a platform owner depends on the Control Points they own e.g. ….
www.mobilevce.com
© 2007 Mobile VCE
Ecosphere Members wield power through Control Points - unique assets
Advertisers
Consumer
Income
Mobile Network Operator
Access
Device Manufacturer
Device Content
Apps Provider
Media Provider
Platform
Operating System
Content Distribution
Advertising Distribution
Revenue Source
OS DevelopmentOS Support
Storefront
ContentCreation
The power of a platform owner depends on the Control Points they own e.g. ….
www.mobilevce.com
© 2007 Mobile VCE
Ecosphere Members wield power through Control Points - unique assets
Advertisers
Consumer
Income
Mobile Network Operator
Access
Device Manufacturer
Device Content
Apps Provider
Media Provider
Platform
Operating System
Content Distribution
Advertising Distribution
Revenue Source
OS DevelopmentOS Support
Source of Revenue Share
Storefront
AppsAggregation
ContentCreation
The power of a platform owner depends on the Control Points they own e.g. ….
www.mobilevce.com
© 2007 Mobile VCE
Ecosphere Members wield power through Control Points - unique assets
Advertisers
Consumer
Income
Mobile Network Operator
Access
Device Manufacturer
Device Content
Apps Provider
Media Provider
Platform
Operating System
Content Distribution
Advertising Distribution
Revenue Source
Information Source
OS DevelopmentOS Support
Source of Revenue Share
Storefront
CustomerInformationAggregator
AppsAggregation
ContentCreation
Source of Revenue
The power of a platform owner depends on the Control Points they own e.g. ….
www.mobilevce.com
© 2007 Mobile VCE
Example 1: Apple iPhone
Advertisers
Consumer
Income
Mobile Network Operator
Access
Device Manufacturer
Device Content
Apps Provider
Media Provider
Platform
Operating System Owner
Content Distribution
Advertising Distribution
OS DevelopmentOS Support
Source of Revenue Share
Storefront
CustomerInformationAggregator
AppsAggregation
www.mobilevce.com
© 2007 Mobile VCE
Example 2: Google Android
Advertisers
Consumer
Income
Mobile Network Operator
Access
Device Manufacturer
Device Content
Apps Provider
Media Provider
Platform
Operating System
Content Distribution
Advertising Distribution
OS DevelopmentOS Support
Source of Revenue Share
Storefront
CustomerInformationAggregator
AppsAggregation
www.mobilevce.com
© 2007 Mobile VCE
Example 3: Wholesale Applications Community
Advertisers
Consumer
Income
Mobile Network Operator
Access
Device Manufacturer
Device Content
Apps Provider
Media Provider
Platform
Operating System
Content Distribution
Advertising Distribution
Source of Revenue Share
Storefront
CustomerInformationAggregator
AppsAggregation
www.mobilevce.com
© 2007 Mobile VCE
Example 4: GetJar
Advertisers
Consumer
Income
Mobile Network Operator
Access
Device Manufacturer
Device Content
Apps Provider
Media Provider
Platform
Operating System
Content Distribution
Advertising Distribution
Source of Revenue Share
Storefront
CustomerInformationAggregator
AppsAggregation
www.mobilevce.com
© 2007 Mobile VCE
Platforms, Context & Interactions with The Internet of Things
www.mobilevce.com
© 2007 Mobile VCE
Brokering context in the Internet of Things
Income AccessDevice ContentPlatform Resources
Resources & Associated
Services
ContextBroker
Service Context Aggregation
Consumer Context Aggregation
Consumers
www.mobilevce.com
© 2007 Mobile VCE
Who is best positioned to commercialise a Context Platform As Broker?
Advertisers
Consumer
Income
Mobile Network Operator
AccessDevice
Manufacturer
Device Content
Apps Provider
Media Provider
PlatformOperating
System
Content Distribution
Advertising Distributor
Revenue Source
Information Source
OS DevelopmentOS Support
Source of Revenue Share
Storefront
CustomerInformationAggregator
AppsAggregation
ContentCreation
Source of Revenue
ContextBroker
Resources
Resources & Associated
ServicesService Context Aggregation
Consumer Context Aggregation
www.mobilevce.com
© 2007 Mobile VCE
Established Platform “Goliaths” like Google
Advertisers
Consumer
Income
Mobile Network Operator
AccessDevice
Manufacturer
Device Content
Apps Provider
Media Provider
PlatformOperating
System
Content Distribution
Advertising Distribution
Revenue Source
Information Source
OS DevelopmentOS Support
Source of Revenue Share
Storefront
CustomerInformationAggregator
AppsAggregation
ContentCreation
Source of Revenue
ContextBroker
Resources
Resources & Associated
ServicesService Context Aggregation
Consumer Context Aggregation
www.mobilevce.com
© 2007 Mobile VCE
Or do MNOs have a “right to play” – e.g. as an extension to WAC
Advertisers
Consumer
Income
Mobile Network Operator
AccessDevice
Manufacturer
Device Content
Apps Provider
Media Provider
PlatformOperating
System
Content Distribution
Advertising Distribution
Revenue Source
Information Source
OS DevelopmentOS Support
Source of Revenue Share
Storefront
CustomerInformationAggregator
AppsAggregation
ContentCreation
Source of Revenue
ContextBroker
Resources
Resources & Associated
ServicesService Context Aggregation
Consumer Context Aggregation
www.mobilevce.com
© 2007 Mobile VCE
Open Discussion
What makes a successful platform?
What strategy should a company take and why?
How can a company gain control of their particular revenue generation opportunities?
Beyond Apps – How can device & Service capabilities take part?