Platform Convertor Strategy Analysis

MotherApp
Analysis of strategies for a platform converter
Julian Petrescu
j@juliannet.info
July 2009

The mobile software ecosystem and value chain
Reseller
Phone manufacturer
Application marketplace
Consumer
Network operator
Mobile software developer
Mobile OS developer
Content provider
The mobile developer can be the content provider as well, the mobile OS developer
can be the manufacturer, the reseller can be the network operator as well; the network
operator can provide the application marketplace. The manufacturer can be the reseller.
Operating system
Application software
Marketplace
Consumer
From a software perspective, the value chain can be simplified to the above.

The platform
Application – performs a functionality.
Platform – people build applications for the platform, which provides some infra-
structure.
Platform
Application
Usage
Web
Web app
Via browser
Via mobile phone
Less than optimal due to
standard noncompliance.
Mobile
Mobile app
Native/browser
MotherApp’s role: platform converter.
Mobile
Web app
Native/ browser
Mobile app

The value chain with platform conversion
Web application
Mobile platform conversion
Mobile application
Marketplace
Consumer
OS
There is a dependency between the OS and the web application; the OS limits the
functionality of the web application that can be converted. The different OS’s (iPhone,
BlackBerry, J2ME, Symbian, Windows Mobile) determine the need for different platform
convertors.
The OS are substitutes. The type of consumer may create a strong preference for one
or another (e.g., business  BlackBerry).
The ultimate power rests with the consumer, but is mitigated by the marketplace. The
‘most money’ is to be made at the application and not at the platform level.
The value proposition of the mobile platform conversion is to shorten the path to the
consumer for the web application. It is more of a service than a product.
The platform conversion as a service is rather weak as it has to be sold every time. A
useful strategy is to ally with a OS or marketplace to provide the preferred convertor
to the mobile platform for interested web application developers, assuming the cost of
using the convertor is less than the cost of doing the conversion internally.

Platform convertor strategies
Web application
Mobile application
Marketplace
Consumer
OS
1. Current: need to find web application developers to provide the service to. Can establish preferrential status with some, or use location advantage with others. Need for repeatsales of service.
Web application
Mobile application
Marketplace
Consumer
OS
2. Ally with OS provider (preferred convertor). Might be difficult to achieve for a global marketplace, especially since there is no clear need for a mass conversion functionality. Also, difficult to justify based on technology alone.
Web application
Marketplace
Consumer
Mobile application
OS
3. Ally with a marketplace (preferred convertor). Similar shortcomings to previous, however more easily achievable based on location advantage (proximity to marketplace). Still, traction has to come from web application developers.

Platform convertor strategies
Web application
Mobile application
Marketplace
Consumer
OS
Mobile application
4. Enter (strengthen) the original mobile application developer role. This does not leverage the platform convertor role.
These strategies are not exclusive. #1, 2, and 3 are endangered by the possible convergence of standards (e.g., stricter compliance of iPhone web browser to web standards which would make the conversion process unnecessary).
For #1, a risk factor is the presence of competition. Another risk is indirect as web application developers wishing to enter the mobile space might conflict with dedicated mobile developers who could be interested in developing competing applications and leveraging their relationships with the OS creators and the marketplaces, which would in turn reduce the demand for the convertor.

Risks and countermeasures

Competition
Wirenode: has significant penetration (470,828 traffic rank vs. 677,924 for MotherApp); uses the RSS feed of the site to create a mobile app
Restricted mostly to Europe/Eastern Europe
Offers free hosting, mobile widgets, analytics, form/poll support, Google maps
Significant web presence and commentary (e.g. CrunchBase, TechCrunch meetups, Mashable)
The core service offerings seem to include mobile brand promotion and marketing
The web interface is Web2.0-compliant and offers Facebook and Twitter integration
Winksite: also based on the RSS feed of a web site
Has a ‘social networking’ slant and is consumer focused
Netbiscuits: has presence in Singapore/Asia, active in 50 countries
Also offers mobile site hosting
Is a SDK with VS and Eclipse plug-ins targeted at developers, used for building mobile apps from the ground-up and not converting existing sites
To do: study technology and service offerings in detail and establish differentiating points; bolster web presence. Important positioning statement on Mashable: http://mashable.com/2008/04/14/wirenode/

Risks and countermeasures