Not Killer Applications but perhaps Killer Solutions. Model Model - PDF document

Problem Problem Not Killer Applications – but perhaps Killer Solutions. Model Model Results Results Conclusions Conclusions Success Factors for Mobile Computing Applications and Business Models: An Empirical Study. Hans Juergen Ott The Problem ott@ba-heidenheim.de No Killer Applications, failing of mBusiness projects Juergen Seitz seitz@ba-heidenheim.de The Model mBusiness roles and success factors University of Cooperative Education Heidenheim/Germany The Empiric Results Risks and Barriers, Application Szenarios Conclusions and Consequences Life Situation Specific Bundles od Services 1 Nov-15 IRMA 2004, New Orleans Ott/Seitz: Mobile Killer Solutions Problem Mobile Business: The Problem. Model Results Conclusions – euphorism and zero-growth in the mBusiness services market – calculated optimism in contradiction to calculations – no?/to much? mBusiness "killer applications" found till today – leading projects fail (Toll-Collect desaster in Germany) a technical problem? an application problem? bad luck? 2 Nov-15 IRMA 2004, New Orleans Ott/Seitz: Mobile Killer Solutions

Problem Mobile Business: The Roles. Model Results Conclusions consumer company service provider information intermediaries device supplier customer communication information connection collaboration customer subscriber services interaction transaction (LBS, billing, ...) subscriber supplier consumers content sales force management intranet information 3 Nov-15 IRMA 2004, New Orleans Ott/Seitz: Mobile Killer Solutions Problem Mobile Business Success Factors: The Model. Model Results Conclusions subscriber supplier attractivity profitability service possible ensembles know how synergy technology situative fit security advisable service costs components revenues satisfaction of needs Net Effects benefits 4 Nov-15 IRMA 2004, New Orleans Ott/Seitz: Mobile Killer Solutions

Problem Empiric Mobile Business Success: The Results. Model Results Conclusions Companies. • big companies: applications implemented • big companies: applications implemented Online Survey: • small companies: cathing up in the future • small companies: cathing up in the future Use of mobile • now: service management, logistics applications in 38 • now: service management, logistics • future: mobile marketing, mCommerce, mPayment companies. • future: mobile marketing, mCommerce, mPayment September 2003. sampling • realistic awareness of benefits of mBusiness applications • realistic awareness of benefits of mBusiness applications • perceived "falling behind" • perceived "falling behind" • risks and barriers: • risks and barriers: 4 explorative -technology: devices, bandwith, expensive, prematured -technology: devices, bandwith, expensive, prematured Interviews: -security: no trust in employees -security: no trust in employees Success Factors -know how: technology, business models, project -know how: technology, business models, project for Mobile management management Applications. -costs: transmission fees, devices, qualification costs -costs: transmission fees, devices, qualification costs November 2003. -net effects: lack of acceptance causes lack of -net effects: lack of acceptance causes lack of profitability causes lack of acceptance causes .... profitability causes lack of acceptance causes .... 5 Nov-15 IRMA 2004, New Orleans Ott/Seitz: Mobile Killer Solutions Problem Empiric Mobile Business Success: The Results. Model Results Conclusions Students/end users. • power users with flat rates • power users with flat rates • scarce users without flat rates • scarce users without flat rates Life Situation Protocols: Power users: Power users: Use of mobile • every situation: included services like email • every situation: included services like email applications in 68 • willingness to pay for not included specific services • willingness to pay for not included specific services Life Situations. only in specific situations only in specific situations December 2003. • permeable applications provide synergy effects • permeable applications provide synergy effects 6 Nov-15 IRMA 2004, New Orleans Ott/Seitz: Mobile Killer Solutions

Problem Mobile Business Success: Model Conclusions and Questions. Results Conclusions � risks and barriers responded by suppliers are typical for every IT investment szenario: Why inhibiting mainly mBusiness projects? ? no suitable business model for mobile applications which can compensate the risks ? business models refer primarily to particular techniques/ devices/ services (supplier orientation) and not to benefits for the users (subscriber orientation) � benefits for subscribers (for which they are willing to pay) result partly from separate mBusiness services but mainly from permeable bundles of services referring to specific life situations 7 Nov-15 IRMA 2004, New Orleans Ott/Seitz: Mobile Killer Solutions Problem Mobile Business Success: Consequences. Model Results Conclusions � consequences for � mobile business suppliers: revise mobile business models � subscriber orientation : benefits in specific life situations � coopetition : cooperation (vertical) of suppliers to get permeable bundles of services (device, connection, content, communication, billing, ...) competition of suppliers in life situation bundles (telematic services in cars, vacation trip services, ...) � researchers : � methods to identify relevant life situations and corresponding mobile service bundles � bundle and coopetition oriented business models 8 Nov-15 IRMA 2004, New Orleans Ott/Seitz: Mobile Killer Solutions