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• W313226111 abstract "ABSTRACT A business model represents the decision space for strategic options of a firm. These options are determined by the market situation in which the firm operates. Among these options the firm makes its strategic decisions which are evaluated by the firm's performance in the market measured by business values. Thus, there is a link between market conditions, business model choices, and performance. This link was first formulated in the structure-conduct-performance (SCP) framework in the field of industrial organization, which links together the supply-side with the demand-side. MAPIT is a framework for understanding the structural conditions under which intermediaries and platform providers in online markets choose their strategies, roles and functions. In this paper, five case studies of mobile data service providers are analyzed and described using the MAPIT conceptual framework. The fundamental concept in this framework is integration - vertical integration of activities along the value chain, and horizontal integration across value chains. For each case, we describe the relationships between specific structural conditions and the business model choices made by the service providers. Finally, the findings on business model options are generalized across cases and some industry implications of the observations are made. Keywords: Mobile business model, Integration decisions, Structural market conditions, Value network, Industry implications. 1 Introduction The success of the Internet for commercial services has attracted the interest from operators of wireless networks as a new source of revenues in a mature voice market. The question is whether the business models of e-commerce can be transferred to the mobile data service markets. So far we have seen various business models adopted in these markets with variable success. The Nordic experience with the so-called CPA-models (Content Provider Access) for SMS and MMS services has been fairly successful. These models are open and collaborative. Open models, however, have not been equally successful for WAP based services. On the other hand, the more closed and vertically integrated business models (semi walled garden) adopted by DoCoMo for its I-mode services in Japan, and the model applied by Vodafone's Live! services are found very successful [Pedersen & Methlie 2004]. It is expected that the battle for control of the customer interface will increase as the services offered over mobile networks increase in both variety and quantity. Mobile operators have so far been very active in the market in capturing added values from these services, and to positioning themselves as service providers at the customer interface. Their main advantages rest with the ownership of the network infrastructure, their technical know-how and understanding of mobile features, and their control of the billing interface with customers. As we move into more complex m-commerce services the operators' dominant positions may be challenged and we expect to see greater variety in the choice of business models. The question than is which business model warrants success in a specific mobile data service market? Mobile data services, including m-commerce services, refer to transactions over a mobile telecommunications network using a handheld device. Journal of Electronic Commerce Research recently devoted a special issue on m-commerce research (see Vol. 6, No. 3, 2005). Okazaki [2005] summarizes in this issue the progress and future directions of this research. The term business model has been used mostly in traditional electronic commerce to describe the key components of a business [Timmers 1998, Weill & Vitale 2001]. Methlie and Pedersen [2002] included three operational dimensions in their business model concept: integration model, collaboration model, and revenue model. Recently, several authors have applied the business model concept to mobile commerce and mobile data services contexts [Campanovo & Pigneur 2003, Faber et al. …" @default.
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• W313226111 title "Exploring the Relationship between Structural Market Conditions and Business Conduct in Mobile Data Service Markets" @default.
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