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

Nov-15 IRMA 2004, New Orleans 1

Problem Model Results Conclusions

Ott/Seitz: Mobile Killer Solutions

The Problem

No Killer Applications, failing of mBusiness projects

The Model

mBusiness roles and success factors

The Empiric Results

Risks and Barriers, Application Szenarios

Conclusions and Consequences

Life Situation Specific Bundles od Services

Not Killer Applications – but perhaps Killer Solutions. Success Factors for Mobile Computing Applications and Business Models: An Empirical Study.

Hans Juergen Ott

• tt@ba-heidenheim.de

Juergen Seitz seitz@ba-heidenheim.de University of Cooperative Education Heidenheim/Germany

Problem Model Results Conclusions

Nov-15 IRMA 2004, New Orleans 2

Problem Model Results Conclusions

Ott/Seitz: Mobile Killer Solutions

Mobile Business: The Problem.

– 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?

Nov-15 IRMA 2004, New Orleans 3

Problem Model Results Conclusions

Ott/Seitz: Mobile Killer Solutions

Mobile Business: The Roles.

consumer information communication collaboration transaction company consumers sales force management intranet information intermediaries customer information customer interaction service provider device connection services (LBS, billing, ...) content supplier subscriber subscriber supplier

Nov-15 IRMA 2004, New Orleans 4

Problem Model Results Conclusions

Ott/Seitz: Mobile Killer Solutions

Net Effects

Mobile Business Success Factors: The Model.

subscriber attractivity supplier profitability service ensembles synergy situative fit service components satisfaction

• f needs

benefits possible know how technology security advisable costs revenues

Nov-15 IRMA 2004, New Orleans 5

Problem Model Results Conclusions

Ott/Seitz: Mobile Killer Solutions

Empiric Mobile Business Success: The Results. Companies.

Online Survey: Use of mobile applications in 38 companies. September 2003.

• big companies: applications implemented
• small companies: cathing up in the future
• now: service management, logistics
• future: mobile marketing, mCommerce, mPayment
• big companies: applications implemented
• small companies: cathing up in the future
• now: service management, logistics
• future: mobile marketing, mCommerce, mPayment
• realistic awareness of benefits of mBusiness applications
• perceived "falling behind"
• risks and barriers:
• technology: devices, bandwith, expensive, prematured
• security: no trust in employees
• know how: technology, business models, project

management

• costs: transmission fees, devices, qualification costs
• net effects: lack of acceptance causes lack of

profitability causes lack of acceptance causes ....

• realistic awareness of benefits of mBusiness applications
• perceived "falling behind"
• risks and barriers:
• technology: devices, bandwith, expensive, prematured
• security: no trust in employees
• know how: technology, business models, project

management

• costs: transmission fees, devices, qualification costs
• net effects: lack of acceptance causes lack of

profitability causes lack of acceptance causes .... 4 explorative Interviews: Success Factors for Mobile Applications. November 2003. sampling

Nov-15 IRMA 2004, New Orleans 6

Problem Model Results Conclusions

Ott/Seitz: Mobile Killer Solutions

Empiric Mobile Business Success: The Results. Students/end users.

Life Situation Protocols: Use of mobile applications in 68 Life Situations. December 2003.

• power users with flat rates
• scarce users without flat rates

Power users:

• every situation: included services like email
• willingness to pay for not included specific services
• nly in specific situations
• permeable applications provide synergy effects
• power users with flat rates
• scarce users without flat rates

Power users:

• every situation: included services like email
• willingness to pay for not included specific services
• nly in specific situations
• permeable applications provide synergy effects

Nov-15 IRMA 2004, New Orleans 7

Problem Model Results Conclusions

Ott/Seitz: Mobile Killer Solutions

Mobile Business Success: Conclusions and Questions.

• 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

Nov-15 IRMA 2004, New Orleans 8

Problem Model Results Conclusions

Ott/Seitz: Mobile Killer Solutions

Mobile Business Success: Consequences.

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

• f 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