Governance van Mobiele Service Platforms Trends en ontwikkelingen Dr. ir. Mark de Reuver Section Information and Communication Technology Faculty Technology Policy and Management Delft University of Technology 1
About me Assistant Professor (since 2010) PhD (2009); MSc (2005); BSc (2004) Publications (since 2006): 8 journal articles; 32 conf papers; 9 book chapters; best paper award (2010) Int Conf Mob Bus (ICMB) Current projects COMESI: Converged rich communication services Smartphone measurement Business model roadmapping Teaching activities SPM9310 E-Business (MSc) SPM9613 Mobile service innovation: Design & Engineering (MSc) SPM2941 Quantitative methods in ICT domain (BSc) MSc supervision: 23 students since 2006 Lecturer MBA Telecom Paris Sud, France 2
Today s hype: Mobile apps Facts and figures 40% KPN subscribers has smartphone 60% of new KPN clients chooses a smartphone 2010 mobile Internet: 3,200,000 GB (OPTA) Smartphone owners are: 56% male, 44% female On average 10 years younger Higher educated (TUD / CBS annual survey) 3
Mobile service platforms Information / entertainment / content Operators control mobile ecosystem Device manufacturers control the app stores Service providers to take over? Operators to strike back? Past Present Future De Reuver 2009; 2011 4
Mobile service platforms Communication services Operators control SMS, Voice Substitution(?) from web companies Device centric communication platforms? Rich converged communication services? Past Present Future De Reuver, Visser & Bouwman 2011 5
Mobile service platforms Implications for operators Markendahl et al 2009 6
Leading questions How are mobile service platforms evolving? Who will control the technological intelligence? Who controls customer data? Who has access to the customer Who sends bills to the customer? What does that mean for consumers? Do consumers even care? What does that mean for service providers? How can they manage dependencies? More importantly: How to handle the uncertainties? How can platform providers enforce their leadership? 7
Core concepts User Model & Appl. Scenarios Ambient Awareness Personalization Adaptation Service Semantic Service platform = enables the development, deployment and delivery of services to businesses and customers Business ecosystem = service providers that depend on service platform Service Bundling Service Control Service Discovery Service Creation Environment Monitoring Service Deployment Conflict Resolution Application Support Layer Service Execution Layer Service Support Layer Network Control & Management Layer IP Transport Layer Networks Terminals Generic Service Elements for all layers Service Platform IP based Communication Subsystem Wired or wireless Networks Devices and Communication End Systems Ondrus & Holzer 2011 8
Service platforms and consumers Why should consumers care about service platforms? Who controls your data? Can you control your own data? How is privacy, security, reliability guaranteed? Who is accountable if something goes wrong? Service provider / operator / device manufacturer? Interoperability Flexibility (lock-in effects) Freedom-of-choice 9
Service platforms and consumers Research issues Are consumers even aware of who provides the platform? Do consumers trust operators or web companies? Are consumers inclined to use the same platform for all their devices? Substitution vs reinforcement --> Project COMESI service platforms (for France Telecom) Existing studies mainly focus on services, not platforms Most academics use questionnaire data, not actual usage data --> Project Smartphone Measurement (for CBS) 10
Provider perspective on platforms How do service providers deal with platforms? Service providers depend on service platforms Example: i-mode service platform (De Reuver 2009) Too many rules from platform provider (operator) Constraints on billing fees, layout of WAP sites Lack of flexibility, unable to try out innovations Key issues Market reach, interoperability Leverage on platform provider Multiplicity of platforms 11
Provider perspective on platforms Open versus closed How open are platforms? Open but not open Technical Perspective Access to technical specifications and standards of the core components Application Programming Interface (API) and Software Developers Kits (SDKs) Open source Governance Perspective Which roles can participate on development, commercialization or usage of platform Mechanisms or rules to control or manage participation of thirdparties around the platform 12
Provider perspective on platforms Research issues How should platform provider govern access to the platform? The mechanisms used to organize collective action Power, authority, rules Trust, informal relationships, reputation Contracts, formal obligations, SLAs How does a business ecosystem evolve over time? Should platform providers balance governance mechanisms depending on platform life cycle? How does that interact with the service innovation life cycle? 13
Future developments 14
Future developments Network technologies: LTE (Advanced) All-IP; fully packet switched; fully session based IP Multimedia Subsystem / SAE: Operators gain Quality of Service control Issue: Network neutrality Lower latency; Always online Removes last barriers for mobile VoIP 15
Future developments (Mobile) Internet of things Prediction WWRF: 1000 IP devices / person by 2017 Sensors, wearables, scanners, RFID, actuators Mobile even more integrated in daily life Convergence mobile smart home platforms From home automation to smart homes to smart living Need for common service platforms for smart living services Home centric (e.g., home gateway) Telco centric Cloud centric --> PhD project Fatemeh Nikayin (funded by TUD, TNO, KPN) 16
Future developments Mobile cloud computing Mobile devices offloading task (services) to and/or cooperating with cloud computing resources (services), where mobile devices may be part of the cloud computing 3G Operator A 3G Connection server Video Provider Operator B 17
Future developments Mobile cloud computing Mobile devices offloading task (services) to and/or cooperating with cloud computing resources (services), where mobile devices may be part of the cloud computing 18
Future developments Mobile cloud computing Mobile devices offloading task (services) to and/or cooperating with cloud computing resources (services), where mobile devices may be part of the cloud computing 19
Future developments Service guarantees Mobile becomes critical infrastructure for daily life and business See the Blackberry issue.. Privacy, security, reliability Replacement of best-effort systems with service guarantees? Example: From GPS to Galileo Commercial Service platform? Example: Trusted third party as platform provider Technology implications Governance implications: accountability, liability chain.. 20
Business models & uncertainty How to design sustainable business models? Business model design Business model stress-testing Scenario methodologies Business model testing Business model roadmapping Key business model changes Key activities How to deal with path dependencies? What are points of no return? --> Project Business Model Roadmapping (funded by SI-I; Novay) 21
Interested? Collaboration in (funded) research projects Both more academic and more applied projects Relevant education programs TU Delft MBA Toptech Master of IT Management MBA Toptech Compliance Management MSc Management of Technology (with ICT management specialization) g.a.dereuver@tudelft.nl 22