Digital Ecosystems - Connected Services and Cloud Computing

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    Connected Services

    ServicesConvergence &Digital EcosystemsDr.-Ing. Eueung Mulyanahttps://eueung.github.io/ET3010ET-3010 | Attribution-ShareAlike CC BY-SA

    https://github.com/eueunghttps://eueung.github.io/ET3010https://creativecommons.org/licenses/by-sa/4.0/

  • Outline

    Services Convergence

    Impacts of Services Convergence

    Digital Ecosystem

    Examples of Digital Ecosystem

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  • Digital Ecosystem

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    Elements of the Simplied CS Model

    Simple CSModelUser - Device - System

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    Abstract DeviceModel

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    Abstract Device Model

    DeviceHardware

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    DeviceHardware

    OEMs (HW Vendors) Accessories Manufacturers

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    Abstract Device Model

    DevicePlatform & Operating System

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    DevicePlatform & Operating System

    Platform / OS Vendors

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    Abstract Device Model

    DeviceApplication Framework

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    DeviceApplication Framework

    Framework Owners

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    Abstract Device Model

    DeviceApplication

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    DeviceApplication

    Market Owners Developers

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    DigitalEcosystemsAbstract Device Model

    1. OEMs (HW Vendors)2. Accessories Manufacturers3. Platform/OS Vendors4. Framework Owners5. Market Owners6. Developers

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    Other Elements in the CS Model

    CS ModelUser Operator Advertiser Other Partner

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    DigitalEcosystems

    Connected Services Model

    1. Users2. OEMs (HW Vendors)3. Accessories Manufacturers4. Platform/OS Vendors5. Framework Owners6. Market Owners7. Developers8. Operators9. Advertisers

    10. Other Partners

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    Mobile is Huge!Considering the Numbers ...

  • Devices18 / 48

  • Devices19 / 48

  • Devices20 / 48

  • Apps21 / 48

  • Examples of DigitalEcosystem

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  • Introducing GAFA

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  • Case Apple

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    AppleOcial Products

    1. Apple Watch, iPad, iPhone & iOS2. Mac3. Software4. Apple Music, Apple TV, iPod & iTunes5. iCloud & Apple Pay6. Retail Stores

    http://www.apple.com/pr/products/

  • Apple Revenue2004-2015 (Statista) 29 / 48

  • Apple Revenue2011-2013 (Dan Frommer, Splatf ) 30 / 48

  • SW/Services vs. iPhone

    2011 2012 2013 2014 2015

    Services 7.9 9.0 9.4 9.9 8.6

    iPhone 42 47 56 54 63

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  • ]

    SW + Services

    (inc. Media/Content)32 / 48

    2012: USD 8.5 B, larger than TheNew York Times + Warner-Bross +

    Time Inc + Simon & Schuster

    2012: Apple CFO, Peter Oppenheimer - We run the AppStore just a little over breakeven

    2016: ... the public had spent USD 1.1 B at the AppStore in a two-week period covering Christmas andNew Year's (Ref: Appleinsider)

    2016: Jan. 1 was reportedly thebiggest single day in the App Store'shistory, with over USD 144 M intrac

    http://appleinsider.com/articles/16/01/07/app-store-reached-estimated-64-billion-of-apple-revenue-during-2015

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    AppleEcosystem Strategy

    GP Morgan via Appleinsider

    While the App Store is a relatively minorsource of income for Apple, strong app salesare essential to the company's health. Itdepends on apps as a reason for people tobuy iOS devices.

    People who buy iOS apps are also more likely to be "locked"into the Apple ecosystem, since they would suddenly lose thatcontent after switching to Android or Windows.

    http://appleinsider.com/articles/16/01/07/app-store-reached-estimated-64-billion-of-apple-revenue-during-2015

  • Apple Ecosystem Design

    HW/Device Business34 / 48

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    Apple Ecosystem

    User, Operator,Partner, AccessoryManufacturer (AM)cf. VisionMobile

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    Apple Ecosystem

    UserValue Capture - Main Business

    Apple to User : Premium ProductExperienceUser to Apple : Premium Money

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    Apple Ecosystem

    OperatorRelationship

    Apple to Operator : Users + DataPlansOperator to Apple : Subsidies

    Telcos reduce friction for the iPhone business(VisionMobile)

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    Apple Ecosystem

    AccessoryManufacturerRelationship

    Apple to AM : Access to MarketAM to Apple : Complements,Revenue Share

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    Apple Ecosystem

    PartnerRelationship

    Apple to Partner : ContributesAppStore to Oer Dollars and UserEngagementPartner to Apple : Content, Apps,Services

    Developers, SW Publishers, Content Retailers, ContentOwners, Internet Players, Brands

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    EcosystemBusiness

    ModelsThe Formula

    1. Redene Market (Explore/Extend)2. Identify Complements3. Boost Demand for Complements (but

    Ensure Supply)4. Bundle Product (to Satisfy Demands)

  • Apple Ecosystem Recipe

    Recipe Market

    RedenitionCommunicate, Play, Work & Relax on the Go (Computing on

    the Go)

    Complements Apps & Content

    Boost Demand Ease User Eort to Discover & Obtain Apps

    Bundle withDemand

    Apple Devices

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  • Refs

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  • References1. FABERNOVEL, GAFAnomics, October 20142. VisionMobile - Business Models of Mobile Ecosystems3. Appleinsider - App Store reached estimated $6.4 billion ...4. Apple iPhone Revenue by Quarter 2007-2016 | Statistic5. ITU - ICT Facts and Figures 2015

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    http://www.slideshare.net/andreasc/vision-mobile-digital-winnershttp://appleinsider.com/articles/16/01/07/app-store-reached-estimated-64-billion-of-apple-revenue-during-2015http://www.statista.com/statistics/263402/apples-iphone-revenue-since-3rd-quarter-2007/http://www.itu.int/en/ITU-D/Statistics/Documents/facts/ICTFactsFigures2015.pdf

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    ENDDr.-Ing. Eueung Mulyanahttps://eueung.github.io/ET3010ET-3010 | Attribution-ShareAlike CC BY-SA

    https://github.com/eueunghttps://eueung.github.io/ET3010https://creativecommons.org/licenses/by-sa/4.0/

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