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Introduction to Platform Strategies \ Mobile VCE Workshop on Future Business Models Ben Eaton LSE

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.

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Introduction to Platform Strategies \ Mobile VCE Workshop on Future Business Models Ben Eaton LSE

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  1. Introduction to Platform Strategies \Mobile VCE Workshop on Future Business Models Ben Eaton LSE 25th May 2010

  2. Mobile Platforms contain Several Components Platform Operating System Content Distribution (App Store) Advertising Distribution

  3. They sit in a Platform Ecosystem Income Device Access Platform Content Device Manufacturer Operating System Apps Provider Mobile Network Operator Content Distribution Consumer Media Provider Advertising Distribution Advertisers

  4. Ecosystems in Full Detail

  5. Ecosphere Members wield power through Control Points -unique assets Income Device Access Platform Content OS Development Device Manufacturer Operating System OS Support Storefront Apps Provider Mobile Network Operator Content Distribution Consumer Content Creation Media Provider Information Source Apps Aggregation Revenue Source Advertising Distribution Advertisers Source of Revenue Customer Information Aggregator Source of Revenue Share The power of a platform owner depends on the Control Points they own e.g. ….

  6. Ecosphere Members wield power through Control Points -unique assets Income Device Access Platform Content Device Manufacturer Operating System Storefront Apps Provider Mobile Network Operator Content Distribution Consumer Media Provider Revenue Source Advertising Distribution Advertisers The power of a platform owner depends on the Control Points they own e.g. ….

  7. Ecosphere Members wield power through Control Points -unique assets Income Device Access Platform Content OS Development Device Manufacturer Operating System OS Support Storefront Apps Provider Mobile Network Operator Content Distribution Consumer Media Provider Revenue Source Advertising Distribution Advertisers The power of a platform owner depends on the Control Points they own e.g. ….

  8. Ecosphere Members wield power through Control Points -unique assets Income Device Access Platform Content OS Development Device Manufacturer Operating System OS Support Storefront Apps Provider Mobile Network Operator Content Distribution Consumer Content Creation Media Provider Revenue Source Advertising Distribution Advertisers The power of a platform owner depends on the Control Points they own e.g. ….

  9. Ecosphere Members wield power through Control Points -unique assets Income Device Access Platform Content OS Development Device Manufacturer Operating System OS Support Storefront Apps Provider Mobile Network Operator Content Distribution Consumer Content Creation Media Provider Apps Aggregation Revenue Source Advertising Distribution Advertisers Source of Revenue Share The power of a platform owner depends on the Control Points they own e.g. ….

  10. Ecosphere Members wield power through Control Points -unique assets Income Device Access Platform Content OS Development Device Manufacturer Operating System OS Support Storefront Apps Provider Mobile Network Operator Content Distribution Consumer Content Creation Media Provider Information Source Apps Aggregation Revenue Source Advertising Distribution Advertisers Source of Revenue Customer Information Aggregator Source of Revenue Share The power of a platform owner depends on the Control Points they own e.g. ….

  11. Example 1: Apple iPhone Income Device Access Platform Content OS Development Device Manufacturer Operating System Owner OS Support Storefront Apps Provider Mobile Network Operator Content Distribution Consumer Media Provider Apps Aggregation Advertising Distribution Advertisers Customer Information Aggregator Source of Revenue Share

  12. Example 2: Google Android Income Device Access Platform Content OS Development Device Manufacturer Operating System OS Support Storefront Apps Provider Mobile Network Operator Content Distribution Consumer Media Provider Apps Aggregation Advertising Distribution Advertisers Customer Information Aggregator Source of Revenue Share

  13. Example 3: Wholesale Applications Community Income Device Access Platform Content Device Manufacturer Operating System Storefront Apps Provider Mobile Network Operator Content Distribution Consumer Media Provider Apps Aggregation Advertising Distribution Advertisers Customer Information Aggregator Source of Revenue Share

  14. Example 4: GetJar Income Device Access Platform Content Device Manufacturer Operating System Storefront Apps Provider Mobile Network Operator Content Distribution Consumer Media Provider Apps Aggregation Advertising Distribution Advertisers Customer Information Aggregator Source of Revenue Share

  15. Platforms, Context & Interactions with The Internet of Things

  16. Brokering context in the Internet of Things Income Device Access Platform Content Resources Service Context Aggregation Consumers Resources & Associated Services Context Broker Consumer Context Aggregation

  17. Who is best positioned to commercialise a Context Platform As Broker? Income Device Access Platform Content Resources OS Development Device Manufacturer Operating System OS Support Service Context Aggregation Context Broker Consumer Context Aggregation Resources & Associated Services Storefront Apps Provider Mobile Network Operator Content Distribution Consumer Content Creation Media Provider Information Source Apps Aggregation Revenue Source Advertising Distributor Advertisers Source of Revenue Customer Information Aggregator Source of Revenue Share

  18. Established Platform “Goliaths” like Google Income Device Access Platform Content Resources OS Development Device Manufacturer Operating System OS Support Service Context Aggregation Context Broker Consumer Context Aggregation Resources & Associated Services Storefront Apps Provider Mobile Network Operator Content Distribution Consumer Content Creation Media Provider Information Source Apps Aggregation Revenue Source Advertising Distribution Advertisers Source of Revenue Customer Information Aggregator Source of Revenue Share

  19. Or do MNOs have a “right to play” – e.g. as an extension to WAC Income Device Access Platform Content Resources OS Development Device Manufacturer Operating System OS Support Service Context Aggregation Context Broker Consumer Context Aggregation Resources & Associated Services Storefront Apps Provider Mobile Network Operator Content Distribution Consumer Content Creation Media Provider Information Source Apps Aggregation Revenue Source Advertising Distribution Advertisers Source of Revenue Customer Information Aggregator Source of Revenue Share

  20. 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?

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