The Emerging Mobile Digital Platform
As computing increasingly takes place over the network, new mobile digital computing platforms have emerged. Communication devices such as cell phones and smartphones such as the BlackBerry and iPhone have taken on many functions of handheld computers, including transmission of data, surfing the Web, transmitting e-mail and instant messages, displaying digital content, and exchanging data with internal corporate systems. The new
mobile platform also includes small, low-cost lightweight subnotebooks called netbooks,
optimized for wireless communication and Internet access, with core computing functions
such as word processing, and digital e-book readers such as Amazon’s Kindle with some
Web access capabilities. More and more business computing is moving from PCs and desktop machines to these mobile devices; managers increasingly use these devices to coordinate work and communicate with employees.The Emerging Mobile Digital Platform
As computing increasingly takes place over the network, new mobile digital computing platforms have emerged. Communication devices such as cell phones and smartphones such as the BlackBerry and iPhone have taken on many functions of handheld computers, including transmission of data, surfing the Web, transmitting e-mail and instant messages, displaying digital content, and exchanging data with internal corporate systems. The new
mobile platform also includes small, low-cost lightweight subnotebooks called netbooks,
optimized for wireless communication and Internet access, with core computing functions
such as word processing, and digital e-book readers such as Amazon’s Kindle with some
Web access capabilities. More and more business computing is moving from PCs and desktop machines to these mobile devices; managers increasingly use these devices to coordinate work and communicate with employees.
Convergence. It’s time has finally arrived and it’s changing everything. Mobile and other emerging platforms are at the center of it all, creating a fluid, rapidly evolving interactive communication ecosystem where portability, immediacy, and openness trump everything. At Enlighten, we provide the strategic and technical resources to make it easier for you to fully exploit the remarkable opportunities that come with this rapidly expanding landscape. We understand how best to marshal the full range of advantages that come when, for example, you understand something about: a) what key segment your target belongs to; b) what’s most relevant to them; c) where they currently are; and d) that they recently price-checked one of your products on the shelf. (Time to send them a coupon?) The tactical and technical hurdles associated with this kind of consumer engagement can be daunting, yet the rewards of working with a creative partner that knows how to move people on the move towards a deeper relationship with your brand cannot be overestimated.
As Mobile Network Operators are turning their attention to value added services, the need for
innovative technology platforms designed for mobile digital contents management becomes evident.
Such phenomenon is enhancing the strategic relevance of the “Mobile Middleware Technology
Providers”(MMTPs) within the Mobile Content Value Network. The purpose of this paper is to
explore which are the most critical choices to be made at a business model design level for a MMTP,
to understand how these parameters are interrelated and can be combined to give rise to differential
business models, and finally to delineate what are the most significant underlying “strategic patterns”
driving the first steps of MMTPs activity within the Mobile Content competitive arena. The research
relies on the adoption of a multiple case studies methodology: through 72 semi-structured interviews,
24 MMTPs were analyzed.The research findings show that some key business model parameters
identified by the existing literature can be applied to MMTPs’ business model design process, while
others were missing or not made explicit. Moreover, three noteworthy business models currently
adopted by MMTPs – “Pure Play”, “Full Asset” and “Platform & Content Management” business
models – were identified, associated respectively to three underlying strategic patterns – “stay on
core”, “grow, wait and see” and “aggressive downstream”.
Keywords: Mobile Communications, Business Model, Strategy, Multiple Case Studies
.
The Mobile Digital Platform Technology
smartphone
A smartphone is a mobile phone built on a mobile operating system, with more advanced computing capability and connectivity than a feature phone. The first smartphones combined the functions of a personal digital assistant (PDA) with a mobile phone. Later models added the functionality of portable media players, low-end compact digital cameras, pocket video cameras, and GPS navigation units to form one multi-use device. Many modern smartphones also include high-resolution touchscreens and web browsers that display standard web pages as well as mobile-optimized sites. High-speed data access is provided by Wi-Fi and Mobile Broadband.
The mobile operating systems (OS) used by modern smartphones include Google's Android, Apple's iOS, Nokia's Symbian, RIM's BlackBerry OS, Samsung's Bada, Microsoft's Windows Phone, Hewlett-Packard's webOS, and embedded Linux distributions such as Maemo and MeeGo. Such operating systems can be installed on many different phone models, and typically each device can receive multiple OS software updates over its lifetime
Smartphones are a disruptive technology which radically alters the personal computing and
e-commerce landscape. Smartphones involve a major shift in computer processors, and
software that is challenging the forty year dual monopolies established by Intel Corporation
and Microsoft whose chips, operating systems and software applications have dominated
the PC market since 1982. Virtually no cell phones use Intel chips, which power 90% of
the worlds PCs; Only 12% of Smart phones use Microsoft's operating systems and that's
mostly in Asia (Windows mobile). Instead smart phone manufacturers either purchase
operating systems like Symbian, the world leader, or build their own like Apple's iPhone
OS and Blackberry's OS, typically based on Linux and JAVA platforms. 90% of the billion
cell phones shipped each year use some version of ARM (Advanced RISC Machine)
chips, licensed by ARM Inc. and manufactured by many firms. For instance, Apple's latest
3G iPhone uses an ARM 11 chip with a 600 mghz processor speed, and uses only 500 milliwatts of power (a milliwatt is equal to 1/1000 of a watt.) A typical laptop dual core
mobile Intel processor uses 25 watts—about 50 times more power consumption. Apple has
not officially released information on the chip or its manufacturer. Smartphones do not
need fans. Cellphones do not use power hungry hard drives but instead use flash memory
chips with storage up to 32 megabytes. While the latest Energy Star 4 lap top disk drives
consume 500 milliwatts at idle, and 1 watt writing and reading, flash memory chips consume about 50 milliwatts writing and reading data (twenty times less power).
Powerful, energy efficient client devices are only one-half of the emerging digital platform.
Without second and third generation cellular networks, and Wi-Fi wireless local networks,
mobile platforms enabling computing anywhere and anytime would be impossible.
By 2013 there will be 2.5 billion 3G subscribers worldwide, expanding the mobile audience
and the capabilities of smartphones. These broadband cellular networks allow users
to view traditional full screen Web pages, as well as pictures, videos, and television shows.
While the US lags behind Asia and Europe in 3G networks, carriers have finally established
their basic 3G footprints. Speed on ATT's 3G network realistically is about 1.2 Mbits down
and 700 Kbits up, enough to watch TV shows and movies without a hitch. As with all cellular
service, speed and reliability depend on a variety of conditions, such as how far you
are from a cell tower, how many other users are connected in your vicinity and how much
data they're moving. The next generation 4G networks are expected to reach 7 Mbits,
enough to watch HD TV.
e-commerce landscape. Smartphones involve a major shift in computer processors, and
software that is challenging the forty year dual monopolies established by Intel Corporation
and Microsoft whose chips, operating systems and software applications have dominated
the PC market since 1982. Virtually no cell phones use Intel chips, which power 90% of
the worlds PCs; Only 12% of Smart phones use Microsoft's operating systems and that's
mostly in Asia (Windows mobile). Instead smart phone manufacturers either purchase
operating systems like Symbian, the world leader, or build their own like Apple's iPhone
OS and Blackberry's OS, typically based on Linux and JAVA platforms. 90% of the billion
cell phones shipped each year use some version of ARM (Advanced RISC Machine)
chips, licensed by ARM Inc. and manufactured by many firms. For instance, Apple's latest
3G iPhone uses an ARM 11 chip with a 600 mghz processor speed, and uses only 500 milliwatts of power (a milliwatt is equal to 1/1000 of a watt.) A typical laptop dual core
mobile Intel processor uses 25 watts—about 50 times more power consumption. Apple has
not officially released information on the chip or its manufacturer. Smartphones do not
need fans. Cellphones do not use power hungry hard drives but instead use flash memory
chips with storage up to 32 megabytes. While the latest Energy Star 4 lap top disk drives
consume 500 milliwatts at idle, and 1 watt writing and reading, flash memory chips consume about 50 milliwatts writing and reading data (twenty times less power).
Powerful, energy efficient client devices are only one-half of the emerging digital platform.
Without second and third generation cellular networks, and Wi-Fi wireless local networks,
mobile platforms enabling computing anywhere and anytime would be impossible.
By 2013 there will be 2.5 billion 3G subscribers worldwide, expanding the mobile audience
and the capabilities of smartphones. These broadband cellular networks allow users
to view traditional full screen Web pages, as well as pictures, videos, and television shows.
While the US lags behind Asia and Europe in 3G networks, carriers have finally established
their basic 3G footprints. Speed on ATT's 3G network realistically is about 1.2 Mbits down
and 700 Kbits up, enough to watch TV shows and movies without a hitch. As with all cellular
service, speed and reliability depend on a variety of conditions, such as how far you
are from a cell tower, how many other users are connected in your vicinity and how much
data they're moving. The next generation 4G networks are expected to reach 7 Mbits,
enough to watch HD TV.
BlackBerry
In 1999, RIM released its first BlackBerry devices, making secure real-time push-email communications possible on wireless devices. The introduction of Blackberry devices with voice, data, browser, messaging and organizer applications in 2002 marked the first true smartphone. Services such as BlackBerry Messenger and the integration of all communications into a single inbox allowed users to access, create, share and act upon information instantly. There are 80 million active BlackBerry service subscribers (BIS/BES) and the 200 millionth BlackBerry smartphone was shipped in September 2012 (twice the number since June 2010 ). Popular models include the BlackBerry Bold, BlackBerry Torch (slider and all-touch) and BlackBerry Curve.
Android
Android is an open-source platform founded in October 2003 by Andy Rubin and backed by Google, along with major hardware and software developers (such as Intel, HTC, ARM, Motorola and Samsung, to name a few), that form the Open Handset Alliance. The first phone to use Android was the HTC Dream, branded for distribution by T-Mobile as the G1. The software suite included on the phone consists of integration with Google's proprietary applications, such as Maps, Calendar, and Gmail, and a full HTML web browser. Android supports the execution of native applications and a preemptive multitasking capability (in the form of services). Third-party free and paid apps are available via Google Play, which launched in October 2008 as Android Market.
In January 2010, Google launched the Nexus One smartphone using its Android OS. Although Android has multi-touch abilities, Google initially removed that feature from the Nexus One, but it was added through a firmware update on February 2, 2010.
On June 24, 2011, the HTC EVO 3D was released by HTC Corporation, which can produce 3D effects. Samsung Galaxy S III sales hit 8 million with in first weekend in 2012
iPhone
In 2007, Apple Inc. introduced the original iPhone, one of the first mobile phones to use a multi-touch interface. The iPhone was notable for its use of a large touchscreen for direct finger input as its main means of interaction, instead of a stylus, keyboard, and/or keypad as typical for smartphones at the time. It initially lacked the capability to install native applications, meaning some did not regard it as a smartphone. However in June 2007 Apple announced that the iPhone would support third-party "web 2.0 applications" running in its web browser that share the look and feel of the iPhone interface. A process called jailbreaking emerged quickly to provide unofficial third-party native applications to replace the built-in functions (such as a GPS unit, kitchen timer, radio, map book, calendar, notepad, and many others).
In July 2008, Apple introduced its second generation iPhone with a much lower list price and 3G support. Simultaneously, the App Store was introduced which allowed any iPhone to install third party native applications (both free and paid) over a Wi-Fi or cellular network, without requiring a PC for installation. Applications could additionally be browsed through and downloaded directly via the iTunes software client. Featuring over 500 applications at launch, the App Store was very popular,and achieved over one billion downloads in the first year, and 15 billion by 2011.
In June 2010, Apple introduced iOS 4, which included APIs to allow third-party applications to multitask,and the iPhone 4, with an improved display and back-facing camera, a front-facing camera for videoconferencing, and other improvements.In early 2011 the iPhone 4 allowed the handset's 3G connection to be used as a wireless Wi-Fi hotspot.
The iPhone 4S was announced on October 4, 2011, improving upon the iPhone 4 with a dual core A5 processor, an 8 megapixel camera capable of recording 1080p video at 30 frames per second, World phone capability allowing it to work on both GSM & CDMA networks, and the Siri automated voice assistant. On October 10, Apple announced that over one million iPhone 4Ss had been pre-ordered within the first 24 hours of it being on sale, beating the 600,000 device record set by the iPhone 4. Along with the iPhone 4S Apple also released iOS 5 and iCloud, untethered device activation, backup, and synchronization, along with additional features
In July 2008, Apple introduced its second generation iPhone with a much lower list price and 3G support. Simultaneously, the App Store was introduced which allowed any iPhone to install third party native applications (both free and paid) over a Wi-Fi or cellular network, without requiring a PC for installation. Applications could additionally be browsed through and downloaded directly via the iTunes software client. Featuring over 500 applications at launch, the App Store was very popular,and achieved over one billion downloads in the first year, and 15 billion by 2011.
In June 2010, Apple introduced iOS 4, which included APIs to allow third-party applications to multitask,and the iPhone 4, with an improved display and back-facing camera, a front-facing camera for videoconferencing, and other improvements.In early 2011 the iPhone 4 allowed the handset's 3G connection to be used as a wireless Wi-Fi hotspot.
The iPhone 4S was announced on October 4, 2011, improving upon the iPhone 4 with a dual core A5 processor, an 8 megapixel camera capable of recording 1080p video at 30 frames per second, World phone capability allowing it to work on both GSM & CDMA networks, and the Siri automated voice assistant. On October 10, Apple announced that over one million iPhone 4Ss had been pre-ordered within the first 24 hours of it being on sale, beating the 600,000 device record set by the iPhone 4. Along with the iPhone 4S Apple also released iOS 5 and iCloud, untethered device activation, backup, and synchronization, along with additional features
netbook
A netbook is a small, light, low-power notebook computer that has less processing power than a full-sized laptop but is still suitable for word processing, running a Web browser and connecting wirelessly to the Internet.
Netbooks fall into a category of what vendors refer to as “small form” computers. Such computers have been known by various names, including subnotebook, ultra-portable, mini-notebook, mini-thin client, cloudbook and ultra-mobile PC. The generic name netbook, however, is currently the most popular marketing buzzword. Typically, a netbook will have a slimmed-down operating system, a smaller-than-usual keyboard, a smaller-than-usual screen and very little (if any) storage space.
Netbooks fall into a category of what vendors refer to as “small form” computers. Such computers have been known by various names, including subnotebook, ultra-portable, mini-notebook, mini-thin client, cloudbook and ultra-mobile PC. The generic name netbook, however, is currently the most popular marketing buzzword. Typically, a netbook will have a slimmed-down operating system, a smaller-than-usual keyboard, a smaller-than-usual screen and very little (if any) storage space.
Initially targeted at the education market or consumers who might want a second computer, netbooks are gaining a broader consumer base now that budgets are tight and consumers around the world are starting to feel comfortable using applications and media in the cloud. In 2009, netbook sales increased more than 100% over 2008.
iPad
The iPad (/ˈaɪpæd/ EYE-pad) is a line of tablet computers designed and marketed by Apple Inc., which runs on Apple's iOS operating system. The first iPad was released on April 3, 2010; the most recent iPad models, the fourth-generation iPad and iPad Mini, were released on November 2, 2012. The user interface is built around the device's multi-touch screen, including a virtual keyboard. The iPad has built-in Wi-Fi and, on some models, cellular connectivity.
An iPad can shoot video, take photos, play music, and perform online functions such as web-browsing and emailing. Other functions—games, reference, GPS navigation, social networking, etc.—can be enabled by downloading and installing apps; as of 2012, the App Store offered more than 700,000 apps by Apple and third parties.
There are five generations of the iPad. The first generation established design precedents, such as screen size and button placement, that have persisted through all models. The iPad 2 added a dual core Apple A5 processor and VGA front-facing and 720p rear-facing cameras designed for FaceTime video calling. The third generation added a Retina display, the new Apple A5X processor with a quad-core graphics processor, a 5 megapixel camera, HD 1080p video recording, voice dictation, and 4G (LTE). The fourth generation adds the Apple A6X proccessor and replaces the 30-pin connector with an all-digital Lightning connector. The iPad Mini features a reduced screen size of 7.9 inches, in contrast to the standard 9.7 inches, and features similar internal specifications as the iPad 2. iOS 6 adds Siri to the third and fourth generations and the iPad Mini.
An iPad can shoot video, take photos, play music, and perform online functions such as web-browsing and emailing. Other functions—games, reference, GPS navigation, social networking, etc.—can be enabled by downloading and installing apps; as of 2012, the App Store offered more than 700,000 apps by Apple and third parties.
There are five generations of the iPad. The first generation established design precedents, such as screen size and button placement, that have persisted through all models. The iPad 2 added a dual core Apple A5 processor and VGA front-facing and 720p rear-facing cameras designed for FaceTime video calling. The third generation added a Retina display, the new Apple A5X processor with a quad-core graphics processor, a 5 megapixel camera, HD 1080p video recording, voice dictation, and 4G (LTE). The fourth generation adds the Apple A6X proccessor and replaces the 30-pin connector with an all-digital Lightning connector. The iPad Mini features a reduced screen size of 7.9 inches, in contrast to the standard 9.7 inches, and features similar internal specifications as the iPad 2. iOS 6 adds Siri to the third and fourth generations and the iPad Mini.
Kindle
An e-reader (electronic reader) is a device for reading content, such as e-books, newspapers and documents. A standalone e-reader typically has wireless connectivity for downloading content and conducting other Web-based tasks. Popular dedicated e-readers include Amazon's Kindle and Sony Reader.
The Sony Reader was one of the earliest e-readers. Sony Reader PRS 700 weighs 10 ounces and features a 6" display. A touchscreen features a virtual keyboard for navigation and note taking and there's an LED light built in for reading in low light conditions. One charge is good for 7500 page turns. The device has 512 MB of memory.
Amazon's Kindle 2 weighs 10.2 ounces and has a 6" display. The device features a small built-in keyboard beneath the display. Kindle supports limited text search. User-accessible memory is 1.4 GB, enough for 1500 books. The Kindle DX has a 9.7" display.
Plastic Logic's e-reader, called "Dossier" in development, is optimized for business use. The device supports Microsoft Office documents, such as Word and Excel. The display is 8.5" X 11". Dossier general release is planned for 2010.
Mobile devices that can display text, such as smartphones and PDAs, can also function as e-readers.
