the next killer mobile application kellogg school of management northwestern university
Post on 21-Dec-2015
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TRANSCRIPT
2
Agenda
Paper objective and scope
The Wireless Communications Industry Landscape
Wireless Applications
Framework
Next Steps
WirelessIndustryWirelessIndustry
BroadFramework
BroadFramework
SpecificApplications
Killer AppKiller AppKiller AppKiller App
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Objective & Scope
ObjectivePerform an in-depth study of mobile wireless applications whether over personal networks in homes and offices or over metro access networks in the outdoors. The study will create a framework that will be used to evaluate these applications and identify a “killer app”.
ScopeThe scope of the paper is limited to current and future applications. The nature of the wireless network is not explored. The applications are limited to those used on mobile devices due to their versatility and market penetration.
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Agenda
Paper objective and scope
The Wireless Communications Industry Landscape
Wireless Applications
Framework
Next Steps
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Key Trend – Network ConvergenceTodayToday TomorrowTomorrow
Telephonenetwork
Mobile radionetwork
IP-Network of tomorrow will run using new protocol IPv6 and provide one network for everything
Internet
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Agenda
Paper objective and scope
The Wireless Communications Industry Landscape
Wireless Applications
Framework
Next Steps
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Mobile Application SegmentsWithin the mobile applications space, products vary across a wide spectrum.
PersonalPersonalProductivityProductivity
PersonalPersonalProductivityProductivity EntertainmentEntertainmentEntertainmentEntertainmentm-Commercem-Commercem-Commercem-Commerce
The characteristics of an application differs based on its segment.
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Personal Productivity – Location based info streamed or on-demand
Category Application
Weather Check the forecast in your area.
Maps View street maps around your location
Movies Information on theatres, movies and times
Reviews Restaurant, movie, attraction reviews
Business/Gov’t
Get information of interesting places/offices
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m-Commerce – Location based advertising, mobile purchasing
Phone Bar Code Scanners - allow the user to get information, place an order and pay for products through their phone.
eWallet – Cash values stored in a phone SIM card to pay for goods/services.
New SimPay service (UK) - allows users to make purchases by waving phone over an electronic panel and then typing in a security code.
Money Transfers through SMS – allows users to transfer funds by sending a message to the recipient.
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Entertainment Applications
Vehicle based mobile entertainment advantage of power supply and screen size allows for more powerful devices. increases potential of possible applications.
Mobile IP TV –- Movie clips or videos over wireless network Mobile peer to peer gaming – wireless infrastructure allows users to participate in multi-player games when on the go or at home
Hand held mobile gaming – 1bn market worldwide (1/2 in Japan). Downloading games and mobile P2P games
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Agenda
Paper objective and scope
The Wireless Communications Industry Landscape
Wireless Applications
Framework
Next Steps
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Evaluation of applications - Framework
User Cost
User Benefit Resource Requirements
Network Externality
Connectivity w/ other Apps
Connectivity with People
Security Concerns
Determine the importance of each measure for the success of the application (100 pts assigned across 7 measures – unique to application).Determine how effectively the app addresses the measure.
The framework has 7 measures of utility that are applied to each application:
Step 1:
Step 2:
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Evaluation of applications - Framework
ImportanceImportanceOf MeasureOf Measure
00 100100
Network Externality
AddressesAddressesIssueIssue
0 %0 %
100%100%
The Importance of the Measure is mapped on the x-axis.
The Effectiveness of the application to address the measure is on the y-axis.
The application will be assigned a point score based on the quadrant it occupies.
The points for the seven Measures are added together for the total score – highest possible is 100 points
LowValue
Neutral
WastedValue
HighValue
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Effectiveness ScoreAn application is scored for effectiveness on each measure on a percentage scale, indicating how well it executed on that measure
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Evaluation of applications - Framework
Calculation of framework score – example A fictional application in the m-Commerce Segment receives the following scores for the framework measures:
Importance Effectiveness Score
User Cost 10 70% 7
User Benefit 30 20% 6
Resource Requirements 15 60% 9
Network Externality 10 80% 8
Connectivity w/ other Apps 5 40% 2
Connectivity w/ People 10 60% 6
Security 20 50% 10
Total 48
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Agenda
Paper objective and scope
The Wireless Communications Industry Landscape
Wireless Applications
Framework
Next Steps
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Next Steps
Conduct industry interviews– Complete research on latest
technologies/applications– Gather opinions on future of industry/apps
Hone the framework– Use current/past apps to determine
appropriate importance factors Determine next Killer App
– What is the next application that will gain mass-market adoption?