Mobile Social Media Service Scenarios

1. Mobile Social Media Service
Scenarios
The presentation is build on Academic paper done by:
Olli Makinen, Sakari Luukkainen,
Helsinki University of Technology,
2009 Fifth International conference on wireless and mobile communication
Presented by
Simeon Arnaudov
463.536 Information technology cost analysis
TEMEP, Seoul National University

2. 1. Motivation background
Mobile social media services are in a technology selection stage
with no clear dominant design, and many service concepts are
failing to find a valid business model.
During the recent years, social media services have grown from
small-scale application to worldwide giants. These service are
mostly Desktop WWW based and not very suited for mobile
applications.

3. 2. Problem description
2.1. Research gap – limitation possibilities regarding mobile social
media are described with overview of existed revenue models in
mobile services; existed social media services; and various mobile
software platforms
2.2. Analysis of revenue models (limited to limited several ways of
gaining revenue):
2.1.1. Mobile network operator - has gain revenue with
charging per minute, per message or data transfer
2.1.2. Social media services – has gain revenue with
advertisement or user subscribe
2.3. Social media services in general – sharing content within the
network ( multimedia, position data and status update).
 Connection to social media grows according to other users he or
she can connect to. Lack of other users slow down the rate of that
service.
2.3. Mobile technological aspects – research has been conduct to
analysis different application environment on various platforms as
Mobile WWW; Java 2 ME; Symbian S60; Apple iOS; Google Android;
Windows mobile; Blackberry OS; Palm webOS.
 Limitation is app. Development have to be balanced between
platform coverage, development cost, geographical regions

4. 3. Research objective/
question
3.1. The problem question: What would be the best way to
implement a mobile social media service
3.2. Problem objectives: to identify basic structures for mobile
social media services and to find reason why these services have
not gained popularity despite the increasing penetration of
devices capable using such services

5. 4. Methodology
Methodology - mobile media services have a high degree of
uncertainty in technology, business models and demand.
4.1. Model. Scenario analysis – used to identify basic mobile media
service infrastructure, it is used two dimension for network strategy:
Desktop vs. Mobile and Open vs. Closed. These dimension combine to
form four scenarios for a new mobile social media services:
 Desktop WWW to Mobile;
 Straight to mobile;
 Aggregated WWW to Mobile;
 Aggregated straight to Mobile
4.2. Analysis. Case analysis – it is used to place existing state of the art
services into scenarios and compare the best practices from each
one with a framework using desk research, based on publicly based
information
 User base;
 Connection to other services;
 Location awareness;
 Platform coverage;
 Revenue source.
4.3. Discussion – selected three cases representing different scenario
for comparing: Facebook mobile; ShoZu; Yahoo One Connect

6. 5. Highlight of research work
 Advantages – the Desktop WWW to mobile sceanrio are the
user base is usually already large and the mobile clients can be
advertised easily.
 Disadvantages – the client features are limited to legacy
desktop WWW features with limitations and mobile-specific
features are not used.
 Why mobile media services haven’t gain popularity and valid
business models by identifying basic structures? Primary reason
for slow adoption is complexity of WWW desktop services as
well as low added value to the end user.
 Fourth scenario combining aggregation straight to mobile can
be seen as the future dominant design ( ideally case is to
reduce complexity for non-expert users).

7. 6. My opinion
1. Why mobile social media services fall in gaining revenue using
mobile phone features as geographical location; camera
recording; shooting pictures?
2. Is there popular easy to use standard WWW desktop
introduced as mobile media services, and if exist how this
services gain revenue?
3. Why mobile application platform bear limitation on
application development?
4. The research paper does not predict tablet mobile devices
(mobile devices with bigger screen), it is interesting to conduct
a similar research with new popular social media services as
Skype, Google Earth, News app.