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  • 1. @ Ecosystems, tablets - and inherent (new) business opportunities Petteri Vainikka, researcher, Aalto University petteri.vainikka@tkk.fi 050 0585350 Espoo, June 18, 2010 © 2010 PETTERI VAINIKKA. ALL TRADEMARKS, IMAGES, AND OTHER REFERENCED MATERIALS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS.
  • 2. @ 2000 © 2010 PETTERI VAINIKKA. ALL TRADEMARKS, IMAGES, AND OTHER REFERENCED MATERIALS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS.
  • 3. @ Presentation overview 1 Ecosystems: Before and beyond AppStore 2 Tablets: 2010-2020 3 Inherent (new) business opportunities © 2010 PETTERI VAINIKKA. ALL TRADEMARKS, IMAGES, AND OTHER REFERENCED MATERIALS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS.
  • 4. @ Presentation overview 1 Ecosystems: Before and beyond AppStore © 2010 PETTERI VAINIKKA. ALL TRADEMARKS, IMAGES, AND OTHER REFERENCED MATERIALS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS.
  • 5. @ What makes an online ecosystem? Attractive Convenient Reaches users core product virtual and paying marketplace customers Provides Proven sizeable revenues drive revenues new growth © 2010 PETTERI VAINIKKA. ALL TRADEMARKS, IMAGES, AND OTHER REFERENCED MATERIALS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS.
  • 6. @ Ecosystems. Before and after Apple. 1999 2007 2010 ? © 2010 PETTERI VAINIKKA. ALL TRADEMARKS, IMAGES, AND OTHER REFERENCED MATERIALS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS.
  • 7. @ A look back at the past decade* EXPECTATIONS 2010’s ‘Convergence at last’ Early 2000’s ‘Peak of 3G hype’ Late 1990’s ‘GSM madness’ ‘3G hangover’ Legend: MOBILE INTERNET *In Europe and the US TIME © 2010 PETTERI VAINIKKA. ALL TRADEMARKS, IMAGES, AND OTHER REFERENCED MATERIALS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS.
  • 8. @ (Mobile) OEM ISPs & carriers © 2010 PETTERI VAINIKKA. ALL TRADEMARKS, IMAGES, AND OTHER REFERENCED MATERIALS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS.
  • 9. @ (Mobile) OEM Social networking Media & Publishing ISPs & carriers © 2010 PETTERI VAINIKKA. ALL TRADEMARKS, IMAGES, AND OTHER REFERENCED MATERIALS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS.
  • 10. @ Presentation overview 2 Tablets: 2010-2020 © 2010 PETTERI VAINIKKA. ALL TRADEMARKS, IMAGES, AND OTHER REFERENCED MATERIALS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS.
  • 11. @ Tablet market will be the new advertising market Publishing revenue... ... Internet revenue. Campaign budget Campaign budget Potential advertising clients > Potential advertising clients > © 2010 PETTERI VAINIKKA. ALL TRADEMARKS, IMAGES, AND OTHER REFERENCED MATERIALS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS.
  • 12. @ Tablets: Apple and Android The challenge: The consumer friendly, high visibility, large answer: working ecostem,... proprietary, closed, tightly controlled, hardly mass market,... ...or: e.g. © 2010 PETTERI VAINIKKA. ALL TRADEMARKS, IMAGES, AND OTHER REFERENCED MATERIALS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS.
  • 13. @ Tablets as true convergence platforms real life online life service mashup © 2010 PETTERI VAINIKKA. ALL TRADEMARKS, IMAGES, AND OTHER REFERENCED MATERIALS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS.
  • 14. @ Presentation overview 3 Inherent (new) business opportunities © 2010 PETTERI VAINIKKA. ALL TRADEMARKS, IMAGES, AND OTHER REFERENCED MATERIALS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS.
  • 15. @ Value creation + value capturing as ‘connector’ as ‘hub’ ‘fragmented connectedness’ © 2010 PETTERI VAINIKKA. ALL TRADEMARKS, IMAGES, AND OTHER REFERENCED MATERIALS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS.
  • 16. @ Marketing is about... Consumer attention, Consumer interest, Consumer decision, and action. © 2010 PETTERI VAINIKKA. ALL TRADEMARKS, IMAGES, AND OTHER REFERENCED MATERIALS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS.
  • 17. @ Tablets are... Personal, Location aware, real time, connected, transaction capable. © 2010 PETTERI VAINIKKA. ALL TRADEMARKS, IMAGES, AND OTHER REFERENCED MATERIALS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS.
  • 18. @ Thanks. © 2010 PETTERI VAINIKKA. ALL TRADEMARKS, IMAGES, AND OTHER REFERENCED MATERIALS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS.