Governance of mobile platforms - Mark de Reuver - TU Delft


Published on

De mobiel internet sector verandert snel, dankzij de opkomst van smartphones, app stores en cloud computing. Daar waar de intelligentie achter mobiele diensten vroeger in het operator netwerk zat, verschuift deze naar enerzijds de mobiele telefoon en anderzijds naar de service providers. Deze trend zien we nu zelfs in mobiele communicatiediensten, waarbij operator diensten als spraakverkeer en SMS steeds meer vervangen worden door Internet diensten als mobile Voip en Whatsapp.

  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Operators fight back: RCS, CPM, CAB, Comesi Will operators be able to keep up with web companies? Will web companies be able to offer similar security, privacy, interoperability as operators? Research topic: Converged communication services over IMS (for France Telecom - Orange / Next Generation Infrastructure foundation)
  • Governance of mobile platforms - Mark de Reuver - TU Delft

    1. 1. Governance van Mobiele Service Platforms Trends en ontwikkelingen Dr. ir. Mark de Reuver Section Information and Communication Technology Faculty Technology Policy and Management Delft University of Technology
    2. 2. About me <ul><li>Assistant Professor (since 2010) </li></ul><ul><li>PhD (2009); MSc (2005); BSc (2004) </li></ul><ul><li>Publications (since 2006): 8 journal articles; 32 conf papers; 9 book chapters; best paper award (2010) Int Conf Mob Bus (ICMB) </li></ul><ul><li>Current projects </li></ul><ul><ul><li>COMESI: Converged rich communication services </li></ul></ul><ul><ul><li>Smartphone measurement </li></ul></ul><ul><ul><li>Business model roadmapping </li></ul></ul><ul><li>Teaching activities </li></ul><ul><ul><li>SPM9310 E-Business (MSc) </li></ul></ul><ul><ul><li>SPM9613 Mobile service innovation: Design & Engineering (MSc) </li></ul></ul><ul><ul><li>SPM2941 Quantitative methods in ICT domain (BSc) </li></ul></ul><ul><ul><li>MSc supervision: 23 students since 2006 </li></ul></ul><ul><ul><li>Lecturer MBA Telecom – Paris Sud, France </li></ul></ul>
    3. 3. Today’s hype: Mobile apps <ul><li>40% KPN subscribers has smartphone </li></ul><ul><li>60% of new KPN clients chooses a smartphone </li></ul><ul><li>2010 mobile Internet: 3,200,000 GB (OPTA) </li></ul><ul><li>Smartphone owners are: </li></ul><ul><ul><li>56% male, 44% female </li></ul></ul><ul><ul><li>On average 10 years younger </li></ul></ul><ul><ul><li>Higher educated </li></ul></ul><ul><ul><li>(TUD / CBS annual survey) </li></ul></ul>Facts and figures
    4. 4. Mobile service platforms Information / entertainment / content Past Present Future Operators control mobile ecosystem Device manufacturers control the app stores Service providers to take over? Operators to strike back? De Reuver 2009; 2011
    5. 5. Mobile service platforms Communication services Past Present Future Operators control SMS, Voice Substitution(?) from web companies Device centric communication platforms? Rich converged communication services? De Reuver, Visser & Bouwman 2011
    6. 6. Mobile service platforms Markendahl et al 2009 Implications for operators
    7. 7. Leading questions <ul><li>How are mobile service platforms evolving? </li></ul><ul><ul><li>Who will control the technological intelligence? </li></ul></ul><ul><ul><li>Who controls customer data? </li></ul></ul><ul><ul><li>Who has access to the customer </li></ul></ul><ul><ul><li>Who sends bills to the customer? </li></ul></ul><ul><li>What does that mean for consumers? </li></ul><ul><ul><li>Do consumers even care? </li></ul></ul><ul><li>What does that mean for service providers? </li></ul><ul><ul><li>How can they manage dependencies? </li></ul></ul><ul><ul><li>More importantly: How to handle the uncertainties? </li></ul></ul><ul><li>How can platform providers enforce their leadership? </li></ul>
    8. 8. Core concepts <ul><li>Service platform = enables the development, deployment and delivery of services to businesses and customers </li></ul><ul><li>Business ecosystem = service providers that depend on service platform </li></ul>Ondrus & Holzer 2011
    9. 9. Service platforms and consumers <ul><li>Who controls your data? </li></ul><ul><li>Can you control your own data? </li></ul><ul><li>How is privacy, security, reliability guaranteed? </li></ul><ul><li>Who is accountable if something goes wrong? </li></ul><ul><ul><li>Service provider / operator / device manufacturer? </li></ul></ul><ul><li>Interoperability </li></ul><ul><li>Flexibility (lock-in effects) </li></ul><ul><li>Freedom-of-choice </li></ul>Why should consumers care about service platforms?
    10. 10. Service platforms and consumers <ul><li>Are consumers even aware of who provides the platform? </li></ul><ul><li>Do consumers trust operators or web companies? </li></ul><ul><li>Are consumers inclined to use the same platform for all their devices? </li></ul><ul><ul><li>Substitution vs reinforcement </li></ul></ul><ul><li>--> Project COMESI service platforms (for France Telecom) </li></ul><ul><li>Existing studies mainly focus on services, not platforms </li></ul><ul><li>Most academics use questionnaire data, not actual usage data </li></ul><ul><li>--> Project Smartphone Measurement (for CBS) </li></ul>Research issues
    11. 11. Provider perspective on platforms <ul><li>Service providers depend on service platforms </li></ul><ul><li>Example: i-mode service platform (De Reuver 2009) </li></ul><ul><ul><li>Too many rules from platform provider (operator) </li></ul></ul><ul><ul><li>Constraints on billing fees, layout of WAP sites </li></ul></ul><ul><ul><li>Lack of flexibility, unable to try out innovations </li></ul></ul><ul><li>Key issues </li></ul><ul><ul><li>Market reach, interoperability </li></ul></ul><ul><ul><li>Leverage on platform provider </li></ul></ul><ul><ul><li>Multiplicity of platforms </li></ul></ul>How do service providers deal with platforms?
    12. 12. Provider perspective on platforms <ul><li>How open are platforms? </li></ul><ul><ul><li>Open but not open </li></ul></ul><ul><li>Technical Perspective </li></ul><ul><ul><li>Access to technical specifications and standards of the core components </li></ul></ul><ul><ul><li>Application Programming Interface (API) and Software Developers Kits (SDKs) </li></ul></ul><ul><ul><li>Open source </li></ul></ul><ul><li>Governance Perspective </li></ul><ul><ul><li>Which roles can participate on development, commercialization or usage of platform </li></ul></ul><ul><ul><li>Mechanisms or rules to control or manage participation of third-parties around the platform </li></ul></ul>Open versus closed
    13. 13. Provider perspective on platforms <ul><li>How should platform provider govern access to the platform? </li></ul><ul><ul><li>The mechanisms used to organize collective action </li></ul></ul><ul><ul><li>Power, authority, rules </li></ul></ul><ul><ul><li>Trust, informal relationships, reputation </li></ul></ul><ul><ul><li>Contracts, formal obligations, SLAs </li></ul></ul><ul><li>How does a business ecosystem evolve over time? </li></ul><ul><ul><li>Should platform providers balance governance mechanisms depending on platform life cycle? </li></ul></ul><ul><ul><li>How does that interact with the service innovation life cycle? </li></ul></ul>Research issues
    14. 14. Future developments
    15. 15. Future developments <ul><li>All-IP; fully packet switched; fully session based </li></ul><ul><li>IP Multimedia Subsystem / SAE: Operators gain Quality of Service control </li></ul><ul><li>Issue: Network neutrality </li></ul><ul><li>Lower latency; Always online </li></ul><ul><ul><li>Removes last barriers for mobile VoIP </li></ul></ul>Network technologies: LTE (Advanced)
    16. 16. Future developments <ul><li>Prediction WWRF: 1000 IP devices / person by 2017 </li></ul><ul><li>Sensors, wearables, scanners, RFID, actuators </li></ul><ul><li>Mobile even more integrated in daily life </li></ul><ul><li>Convergence mobile – smart home platforms </li></ul><ul><ul><li>From home automation to smart homes to smart living </li></ul></ul><ul><li>Need for common service platforms for smart living services </li></ul><ul><ul><li>Home centric (e.g., home gateway) </li></ul></ul><ul><ul><li>Telco centric </li></ul></ul><ul><ul><li>Cloud centric </li></ul></ul><ul><ul><li>--> PhD project Fatemeh Nikayin (funded by TUD, TNO, KPN) </li></ul></ul>(Mobile) Internet of things
    17. 17. Future developments <ul><li>Mobile devices offloading task (services) to and/or cooperating with cloud computing resources (services), where mobile devices may be part of the cloud computing </li></ul>Mobile cloud computing
    18. 18. Future developments <ul><li>Mobile devices offloading task (services) to and/or cooperating with cloud computing resources (services), where mobile devices may be part of the cloud computing </li></ul>Mobile cloud computing
    19. 19. Future developments <ul><li>Mobile devices offloading task (services) to and/or cooperating with cloud computing resources (services), where mobile devices may be part of the cloud computing </li></ul>Mobile cloud computing
    20. 20. Future developments <ul><li>Mobile becomes critical infrastructure for daily life and business </li></ul><ul><ul><li>See the Blackberry issue.. </li></ul></ul><ul><li>Privacy, security, reliability </li></ul><ul><li>Replacement of best-effort systems with service guarantees? </li></ul><ul><ul><li>Example: From GPS to Galileo Commercial Service platform? </li></ul></ul><ul><ul><li>Example: Trusted third party as platform provider </li></ul></ul><ul><li>Technology implications </li></ul><ul><li>Governance implications: accountability, liability chain.. </li></ul>Service guarantees
    21. 21. Business models & uncertainty <ul><li>Business model design </li></ul><ul><li>Business model stress-testing </li></ul><ul><ul><li>Scenario methodologies </li></ul></ul><ul><ul><li>Business model testing </li></ul></ul><ul><li>Business model roadmapping </li></ul><ul><ul><li>Key business model changes </li></ul></ul><ul><ul><li>Key activities </li></ul></ul><ul><ul><li>How to deal with path dependencies? </li></ul></ul><ul><ul><li>What are points of no return? </li></ul></ul><ul><li>--> Project Business Model Roadmapping (funded by SI-I; Novay) </li></ul>How to design sustainable business models?
    22. 22. Interested? <ul><li>Collaboration in (funded) research projects </li></ul><ul><ul><li>Both more academic and more applied projects </li></ul></ul><ul><li>Relevant education programs TU Delft </li></ul><ul><ul><li>MBA Toptech – Master of IT Management </li></ul></ul><ul><ul><li>MBA Toptech – Compliance Management </li></ul></ul><ul><ul><li>MSc Management of Technology (with ICT management specialization) </li></ul></ul><ul><li>[email_address] </li></ul>