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Transcript 
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
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