The document discusses 3 strategic questions in the context of the mobile social network business: 1. User generated content is key to Mobile 2.0 but is also problematic. 2. Early mobile services were browser-based while apps on smartphones like the iPhone drove awareness, but mobile is still a niche for developers. 3. Products can target both business and consumer customers, and companies may switch between these over time to find opportunities.

1. Strategic Questions in the Context of
the Mobile S i l N t
th M bil Social Network B i
k Business
Maciej Kuszpa
Vorlesung „Marketing und E-Business“
Fakultät Digitale Medien
g
Hochschule Furtwangen

2. Agenda
Peperoni?
3 strategic
decisions
3 strategic
questions
M. Kuszpa — 16.06.2010 — 2/12

3. Mobile 2.0 — you are the producer!
User generated content is a key characteristic of Mobile 2.0 which encourages the publishing of
one's own content and commenting on other people's. UGC is exciting, but also problematic.
M. Kuszpa — 16.06.2010 — 3/12

4. Mobile blogs
Send in pictures Page editor
Instruction Create new page
Send new images with Title: Monday
MMS to this short code: Subtitle:
40410 (standard rate)
Your pictures will then
appear in "My area" and Pic: img_0234.jpg
can then be distributed Text: Today I was out ...
on your site.
i
Add picture
Options Back Options Back
M. Kuszpa — 16.06.2010 — 4/12

5. Technology: Browser-based Services vs. Apps
2000 — limited
browser-based
browser-b d services
b i 2007 — iPhone hype
Because of the iPhone hype the public awareness about mobile services is growing, but for
developers it is still a niche. Learn from the internet development to target the mass market.
[1] …
M. Kuszpa — 16.06.2010 — 5/12

6. Customers: Business vs. Consumer
2005 — targeting end consumer
2000 — focusing
business customers
Products can be interesting for both business customers and end consumers — both with pros and
cons. Switching from one to another target group in the course of time can open opportunities.
M. Kuszpa — 16.06.2010 — 6/12

7. Markets: local vs. global
2005 — ending up global
2001 — going international
2000 — starting local
i l l
Starting local, going international and ending up global, is a typical growth path of internet
companies after reaching technological maturity, but sometimes due market restrictions.
M. Kuszpa — 16.06.2010 — 7/12

8. Competition: Fight vs. Cooperation
Devices
De ices
Content
Web 2.0
Mobile 2.0
M bil 2 0
The Mobile 2.0 race just started. A thrilling battle with Players from different industry sectors like
Device Manufactures, Content Producers, Web Companies, Mobile Specialists and Newcomers.
M. Kuszpa — 16.06.2010 — 8/12

9. Aspects of the law: avoid va. tackle
Data Privacy
Fraudulent Use
It’s early days for Mobile Web 2.0. Some Players are already doing good business, but overall still
2.0.
proper services and business models are missing. The gold-rush with Mobile Web 2.0 just began :o)
gold-
M. Kuszpa — 16.06.2010 — 9/12

10. Critical Mass: achieved or not
Network Effect
More effort
By achieving the network effect you are not really finished with the work, because the
surrounding conditions are continuously changing. The vision of a pure company 2.0 will remain.
M. Kuszpa — 16.06.2010 — 10/12

11. Conclusion
Mobile Social Networks and Mobile 2.0 still give good business opportunities. A big market
opportunity is waiting for you, but you have to find the right business model for your company.
M. Kuszpa — 16.06.2010 — 11/12

12. Thank you for your attention!
Maciej Kuszpa
Peperoni Mobile & Internet Software GmbH kuszpa.com
Leibnizstr. 1
Leibnizstr 1, 58097 Hagen Germany
Hagen, slideshare.net/kuszpa
slideshare net/kuszpa
M. Kuszpa — 16.06.2010 — 12/12