Brokerage 2007 presentation market

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Brokerage 2007 presentation market

  1. 1. Market research Erik Dejonghe Pieter Ballon
  2. 2. Demand driven technology development Demand side needs & QoE vs QoS ? requirements ? What about Meeting needs ? content ? Market Potential? Usage context? Where is my potential? How do I approach Demand-centric product my market? development ? What about my business model? 2
  3. 3. R&D Adoption & Diffusion Opportunity Test Market Launch Identification Concept Concept Development & Development Evaluation Production Qualitative and quantitative user research Market analysis Introduction strategies Adoption, Diffusion & Domestication Media sociology, communities & CMC Business modelling 3
  4. 4. Market analysis MADUF – Mobile Television Trials worldwide Flanders: Trial 2007, Launch 2008-2009? Business model ? What can we learn from the trials? Potential in Flanders ? Content King? What content & format? 4
  5. 5. Market analysis MADUF – Mobile Television Literature analysis of trial results Survey Expert panel (N: 35) Bv. Peak for 16 content types = SWOT times Potential & Segmentation + ‘wild ideas’ Forecasting Business model ? What can we learn from the trials? Potential in Flanders ? Content King? What content & format? 5
  6. 6. Adoption & Diffusion ROMAS – Mobile News I-City Hasselt – Living Lab + test panel (N: 600) Mobile News - RSS + - Mobile Telekrant - Mobile TvL - Mobile City Portal - HasseltLokaal - HBvL Palmnieuws Adoption & Diffusion Potential for Mobile News? 6
  7. 7. Adoption & Diffusion ROMAS – Mobile News Survey (n: 551) Mobile News - Betalend Model Mobile News - Advert. based free model 50 50 40 40 30 30 20 20 10 10 0 innovator early early late laggards 0 innovators early early late laggards Mobile News 3 16,9 27,5 40,7 10,2 Mobile News 3 16,9 27,5 40,7 10,2 Mobile News Free 11,9 41,4 16,8 20,5 4,9 7
  8. 8. Business Modelling  Reconfiguration of control and value in complex value networks  “The Architecture of a Business”  Roles, Relations and Revenues  4 Levels of Business Modelling 8
  9. 9. Business Modelling MADUF – Mobile Television 9
  10. 10. Domestication & Living Labs  Focus on User Practices in real-life environment  Not only user ideas about what he/she wants  But also what user does, how technology fits into everyday life  Living Labs as experimentation environments for Domestication 10
  11. 11. Domestication & Living Labs ROMAS – Mobile News  In iCity Living Lab, Hasselt  650 test users  Evaluation  3 emerging city applications  Exploration  potential new city applications  Combination of methods  Logging + Focusgroups + Diaries + Photo Elicitation  Results wrt  personalisation, practical use, flexible interface 11

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