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www.mobilevce.co m © 2007 Mobile VCE Introduction to Platform Strategies \Mobile VCE Workshop on Future Business Models Ben Eaton LSE 25 th May 2010

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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?