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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 Platform Operating System Content Distribution (App Store) Advertising Distribution www.mobilevce.com © 2007 Mobile VCE They sit in a Platform Ecosystem Income Device Access Device Manufacturer Platform Content Operating System Apps Provider Consumer Mobile Network Operator Content Distribution Media Provider Advertising Distribution www.mobilevce.com © 2007 Mobile VCE Advertisers Ecosystems in Full Detail www.mobilevce.com © 2007 Mobile VCE Ecosphere Members wield power through Control Points - unique assets Income Device Access Device Manufacturer Platform Operating System Information Source Mobile Network Operator OS Development OS Support Apps Provider Storefront Consumer Content Content Distribution Media Provider Apps Aggregation Revenue Source Customer Information Aggregator Advertising Distribution Advertisers Source of Revenue Share The power of a platform owner depends on the Control Points they own e.g. …. www.mobilevce.com © 2007 Mobile VCE Content Creation Source of Revenue Ecosphere Members wield power through Control Points - unique assets Income Device Access Device Manufacturer Platform Operating System Apps Provider Storefront Consumer Revenue Source Content Mobile Network Operator Content Distribution Media Provider Advertising Distribution Advertisers 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 Income Device Access Device Manufacturer Platform Operating System Revenue Source Mobile Network Operator OS Development OS Support Apps Provider Storefront Consumer Content Content Distribution Media Provider Advertising Distribution Advertisers 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 Income Device Access Device Manufacturer Platform Operating System Revenue Source Mobile Network Operator OS Development OS Support Apps Provider Storefront Consumer Content Content Distribution Media Provider Advertising Distribution Advertisers The power of a platform owner depends on the Control Points they own e.g. …. www.mobilevce.com © 2007 Mobile VCE Content Creation Ecosphere Members wield power through Control Points - unique assets Income Device Access Device Manufacturer Platform Operating System Mobile Network Operator OS Development OS Support Apps Provider Storefront Consumer Content Content Distribution 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. …. www.mobilevce.com © 2007 Mobile VCE Content Creation Ecosphere Members wield power through Control Points - unique assets Income Device Access Device Manufacturer Platform Operating System Information Source Mobile Network Operator OS Development OS Support Apps Provider Storefront Consumer Content Content Distribution Media Provider Apps Aggregation Revenue Source Customer Information Aggregator Advertising Distribution Advertisers Source of Revenue Share The power of a platform owner depends on the Control Points they own e.g. …. www.mobilevce.com © 2007 Mobile VCE Content Creation Source of Revenue Example 1: Apple iPhone Income Device Access Device Manufacturer Platform Operating System Owner Mobile Network Operator OS Development OS Support Apps Provider Storefront Consumer Content Content Distribution Media Provider Apps Aggregation Customer Information Aggregator www.mobilevce.com © 2007 Mobile VCE Advertising Distribution Advertisers Source of Revenue Share Example 2: Google Android Income Device Access Device Manufacturer Platform Operating System Mobile Network Operator OS Development OS Support Apps Provider Storefront Consumer Content Content Distribution Media Provider Apps Aggregation Customer Information Aggregator www.mobilevce.com © 2007 Mobile VCE Advertising Distribution Advertisers Source of Revenue Share Example 3: Wholesale Applications Community Income Device Access Device Manufacturer Platform Operating System Apps Provider Storefront Consumer Content Mobile Network Operator Content Distribution Media Provider Apps Aggregation Customer Information Aggregator www.mobilevce.com © 2007 Mobile VCE Advertising Distribution Advertisers Source of Revenue Share Example 4: GetJar Income Device Access Device Manufacturer Platform Operating System Apps Provider Storefront Consumer Content Mobile Network Operator Content Distribution Media Provider Apps Aggregation Customer Information Aggregator www.mobilevce.com © 2007 Mobile VCE Advertising Distribution Advertisers Source of Revenue Share Platforms, Context & Interactions with The Internet of Things www.mobilevce.com © 2007 Mobile VCE Brokering context in the Internet of Things Income Device Access Platform Content Resources Service Context Aggregation Consumers Context Broker Consumer Context Aggregation www.mobilevce.com © 2007 Mobile VCE Resources & Associated Services Who is best positioned to commercialise a Context Platform As Broker? Income Device Access Device Manufacturer Operating System Service Context Aggregation Consumer Context Aggregation Storefront Consumer Information Source Mobile Network Operator Customer Information Aggregator © 2007 Mobile VCE Content Resources OS Development OS Support Resources & Associated Services Context Broker Apps Provider Content Distribution Media Provider Content Creation Apps Aggregation Revenue Source www.mobilevce.com Platform Advertising Distributor Advertisers Source of Revenue Share Source of Revenue Established Platform “Goliaths” like Google Income Device Access Device Manufacturer Operating System Service Context Aggregation Consumer Context Aggregation Storefront Consumer Information Source Mobile Network Operator Customer Information Aggregator © 2007 Mobile VCE Content Resources OS Development OS Support Resources & Associated Services Context Broker Apps Provider Content Distribution Media Provider Content Creation Apps Aggregation Revenue Source www.mobilevce.com Platform Advertising Distribution Advertisers Source of Revenue Share Source of Revenue Or do MNOs have a “right to play” – e.g. as an extension to WAC Income Device Access Device Manufacturer Operating System Service Context Aggregation Consumer Context Aggregation Storefront Consumer Information Source Mobile Network Operator Customer Information Aggregator © 2007 Mobile VCE Content Resources OS Development OS Support Resources & Associated Services Context Broker Apps Provider Content Distribution Media Provider Content Creation Apps Aggregation Revenue Source www.mobilevce.com Platform Advertising Distribution Advertisers Source of Revenue Share Source of Revenue 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? www.mobilevce.com © 2007 Mobile VCE