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

2. www.mobilevce.com © 2007 Mobile VCE Mobile Platforms contain Several Components Platform Operating System Content Distribution (App Store) Advertising Distribution

3. www.mobilevce.com © 2007 Mobile VCE They sit in a Platform Ecosystem Advertisers Consumer Income Mobile Network Operator Access Device Manufacturer DeviceContent Apps Provider Media Provider Platform Operating System Content Distribution Advertising Distribution

4. www.mobilevce.com © 2007 Mobile VCE Ecosystems in Full Detail

5. www.mobilevce.com © 2007 Mobile VCE Ecosphere Members wield power through Control Points - unique assets Advertisers Consumer Income Mobile Network Operator Access Device Manufacturer DeviceContent Apps Provider Media Provider Platform Operating System Content Distribution Advertising Distribution Revenue Source Information Source OS Development OS Support Source of Revenue Share Storefront Customer Information Aggregator Apps Aggregation Content Creation Source of Revenue The power of a platform owner depends on the Control Points they own e.g. ….

6. www.mobilevce.com © 2007 Mobile VCE Ecosphere Members wield power through Control Points - unique assets Advertisers Consumer Income Mobile Network Operator Access Device Manufacturer DeviceContent 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. ….

7. www.mobilevce.com © 2007 Mobile VCE Ecosphere Members wield power through Control Points - unique assets Advertisers Consumer Income Mobile Network Operator Access Device Manufacturer DeviceContent Apps Provider Media Provider Platform Operating System Content Distribution Advertising Distribution Revenue Source OS Development OS Support Storefront The power of a platform owner depends on the Control Points they own e.g. ….

8. www.mobilevce.com © 2007 Mobile VCE Ecosphere Members wield power through Control Points - unique assets Advertisers Consumer Income Mobile Network Operator Access Device Manufacturer DeviceContent Apps Provider Media Provider Platform Operating System Content Distribution Advertising Distribution Revenue Source OS Development OS Support Storefront Content Creation The power of a platform owner depends on the Control Points they own e.g. ….

9. www.mobilevce.com © 2007 Mobile VCE Ecosphere Members wield power through Control Points - unique assets Advertisers Consumer Income Mobile Network Operator Access Device Manufacturer DeviceContent Apps Provider Media Provider Platform Operating System Content Distribution Advertising Distribution Revenue Source OS Development OS Support Source of Revenue Share Storefront Apps Aggregation Content Creation The power of a platform owner depends on the Control Points they own e.g. ….

10. www.mobilevce.com © 2007 Mobile VCE Ecosphere Members wield power through Control Points - unique assets Advertisers Consumer Income Mobile Network Operator Access Device Manufacturer DeviceContent Apps Provider Media Provider Platform Operating System Content Distribution Advertising Distribution Revenue Source Information Source OS Development OS Support Source of Revenue Share Storefront Customer Information Aggregator Apps Aggregation Content Creation Source of Revenue The power of a platform owner depends on the Control Points they own e.g. ….

11. www.mobilevce.com © 2007 Mobile VCE Example 1: Apple iPhone Advertisers Consumer Income Mobile Network Operator Access Device Manufacturer DeviceContent Apps Provider Media Provider Platform Operating System Owner Content Distribution Advertising Distribution OS Development OS Support Source of Revenue Share Storefront Customer Information Aggregator Apps Aggregation

12. www.mobilevce.com © 2007 Mobile VCE Example 2: Google Android Advertisers Consumer Income Mobile Network Operator Access Device Manufacturer DeviceContent Apps Provider Media Provider Platform Operating System Content Distribution Advertising Distribution OS Development OS Support Source of Revenue Share Storefront Customer Information Aggregator Apps Aggregation

13. www.mobilevce.com © 2007 Mobile VCE Example 3: Wholesale Applications Community Advertisers Consumer Income Mobile Network Operator Access Device Manufacturer DeviceContent Apps Provider Media Provider Platform Operating System Content Distribution Advertising Distribution Source of Revenue Share Storefront Customer Information Aggregator Apps Aggregation

14. www.mobilevce.com © 2007 Mobile VCE Example 4: GetJar Advertisers Consumer Income Mobile Network Operator Access Device Manufacturer DeviceContent Apps Provider Media Provider Platform Operating System Content Distribution Advertising Distribution Source of Revenue Share Storefront Customer Information Aggregator Apps Aggregation

15. www.mobilevce.com © 2007 Mobile VCE Platforms, Context & Interactions with The Internet of Things

16. www.mobilevce.com © 2007 Mobile VCE Brokering context in the Internet of Things IncomeAccessDeviceContentPlatformResources Resources & Associated Services Context Broker Service Context Aggregation Consumer Context Aggregation Consumers

17. www.mobilevce.com © 2007 Mobile VCE Who is best positioned to commercialise a Context Platform As Broker? Advertisers Consumer Income Mobile Network Operator Access Device Manufacturer DeviceContent Apps Provider Media Provider Platform Operating System Content Distribution Advertising Distributor Revenue Source Information Source OS Development OS Support Source of Revenue Share Storefront Customer Information Aggregator Apps Aggregation Content Creation Source of Revenue Context Broker Resources Resources & Associated Services Service Context Aggregation Consumer Context Aggregation

18. www.mobilevce.com © 2007 Mobile VCE Established Platform “Goliaths” like Google Advertisers Consumer Income Mobile Network Operator Access Device Manufacturer DeviceContent Apps Provider Media Provider Platform Operating System Content Distribution Advertising Distribution Revenue Source Information Source OS Development OS Support Source of Revenue Share Storefront Customer Information Aggregator Apps Aggregation Content Creation Source of Revenue Context Broker Resources Resources & Associated Services Service Context Aggregation Consumer Context Aggregation

19. 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 Access Device Manufacturer DeviceContent Apps Provider Media Provider Platform Operating System Content Distribution Advertising Distribution Revenue Source Information Source OS Development OS Support Source of Revenue Share Storefront Customer Information Aggregator Apps Aggregation Content Creation Source of Revenue Context Broker Resources Resources & Associated Services Service Context Aggregation Consumer Context Aggregation

20. 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?