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Ecosystems, tablets - and inherent (new)
business opportunities
Petteri Vainikka, researcher, Aalto University
petteri.vainikka@tkk.ﬁ 050 0585350

Espoo, June 18, 2010

© 2010 PETTERI VAINIKKA. ALL TRADEMARKS, IMAGES, AND OTHER REFERENCED MATERIALS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS.

@

2000

© 2010 PETTERI VAINIKKA. ALL TRADEMARKS, IMAGES, AND OTHER REFERENCED MATERIALS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS.

@
Presentation overview

1 Ecosystems: Before and beyond AppStore
2 Tablets: 2010-2020
3 Inherent (new) business opportunities

© 2010 PETTERI VAINIKKA. ALL TRADEMARKS, IMAGES, AND OTHER REFERENCED MATERIALS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS.

@
Presentation overview

1 Ecosystems: Before and beyond AppStore

© 2010 PETTERI VAINIKKA. ALL TRADEMARKS, IMAGES, AND OTHER REFERENCED MATERIALS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS.

@
What makes an online ecosystem?

Attractive Convenient Reaches users
core product virtual and paying
marketplace customers

Provides Proven
sizeable revenues drive
revenues new growth

© 2010 PETTERI VAINIKKA. ALL TRADEMARKS, IMAGES, AND OTHER REFERENCED MATERIALS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS.

@
Ecosystems. Before and after Apple.

1999 2007 2010

?
© 2010 PETTERI VAINIKKA. ALL TRADEMARKS, IMAGES, AND OTHER REFERENCED MATERIALS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS.

@
A look back at the past decade*
EXPECTATIONS 2010’s
‘Convergence at last’

Early 2000’s
‘Peak of 3G hype’

Late 1990’s
‘GSM madness’

‘3G hangover’

Legend: MOBILE INTERNET *In Europe and the US
TIME
© 2010 PETTERI VAINIKKA. ALL TRADEMARKS, IMAGES, AND OTHER REFERENCED MATERIALS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS.

@

(Mobile) OEM

ISPs & carriers

© 2010 PETTERI VAINIKKA. ALL TRADEMARKS, IMAGES, AND OTHER REFERENCED MATERIALS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS.

@

(Mobile) OEM Social networking

Media & Publishing ISPs & carriers

© 2010 PETTERI VAINIKKA. ALL TRADEMARKS, IMAGES, AND OTHER REFERENCED MATERIALS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS.

@
Presentation overview

2 Tablets: 2010-2020

© 2010 PETTERI VAINIKKA. ALL TRADEMARKS, IMAGES, AND OTHER REFERENCED MATERIALS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS.

@
Tablet market will be the new
advertising market

Publishing revenue... ... Internet revenue.

Campaign budget
Campaign budget

Potential advertising clients > Potential advertising clients >

© 2010 PETTERI VAINIKKA. ALL TRADEMARKS, IMAGES, AND OTHER REFERENCED MATERIALS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS.

@
Tablets: Apple and Android

The
challenge:

The consumer friendly, high visibility, large
answer: working ecostem,... proprietary, closed,
tightly controlled, hardly mass market,...

...or: e.g.

© 2010 PETTERI VAINIKKA. ALL TRADEMARKS, IMAGES, AND OTHER REFERENCED MATERIALS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS.

@
Tablets as true convergence platforms

real life online life
service
mashup

© 2010 PETTERI VAINIKKA. ALL TRADEMARKS, IMAGES, AND OTHER REFERENCED MATERIALS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS.

@
Presentation overview

3 Inherent (new) business opportunities

© 2010 PETTERI VAINIKKA. ALL TRADEMARKS, IMAGES, AND OTHER REFERENCED MATERIALS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS.

@
Value creation + value capturing

as ‘connector’

as ‘hub’

‘fragmented
connectedness’

© 2010 PETTERI VAINIKKA. ALL TRADEMARKS, IMAGES, AND OTHER REFERENCED MATERIALS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS.

@
Marketing is about...

Consumer attention,

Consumer interest,

Consumer decision,

and
action.

© 2010 PETTERI VAINIKKA. ALL TRADEMARKS, IMAGES, AND OTHER REFERENCED MATERIALS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS.

@
Tablets are...

Personal,
Location aware,

real time,
connected,

transaction capable.

© 2010 PETTERI VAINIKKA. ALL TRADEMARKS, IMAGES, AND OTHER REFERENCED MATERIALS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS.

@

Thanks.

© 2010 PETTERI VAINIKKA. ALL TRADEMARKS, IMAGES, AND OTHER REFERENCED MATERIALS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS.

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Vainikka

1. @ Ecosystems, tablets - and inherent (new) business opportunities Petteri Vainikka, researcher, Aalto University petteri.vainikka@tkk.ﬁ 050 0585350 Espoo, June 18, 2010 © 2010 PETTERI VAINIKKA. ALL TRADEMARKS, IMAGES, AND OTHER REFERENCED MATERIALS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS.

3. @ Presentation overview 1 Ecosystems: Before and beyond AppStore 2 Tablets: 2010-2020 3 Inherent (new) business opportunities © 2010 PETTERI VAINIKKA. ALL TRADEMARKS, IMAGES, AND OTHER REFERENCED MATERIALS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS.

5. @ What makes an online ecosystem? Attractive Convenient Reaches users core product virtual and paying marketplace customers Provides Proven sizeable revenues drive revenues new growth © 2010 PETTERI VAINIKKA. ALL TRADEMARKS, IMAGES, AND OTHER REFERENCED MATERIALS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS.

7. @ A look back at the past decade* EXPECTATIONS 2010’s ‘Convergence at last’ Early 2000’s ‘Peak of 3G hype’ Late 1990’s ‘GSM madness’ ‘3G hangover’ Legend: MOBILE INTERNET *In Europe and the US TIME © 2010 PETTERI VAINIKKA. ALL TRADEMARKS, IMAGES, AND OTHER REFERENCED MATERIALS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS.

11. @ Tablet market will be the new advertising market Publishing revenue... ... Internet revenue. Campaign budget Campaign budget Potential advertising clients > Potential advertising clients > © 2010 PETTERI VAINIKKA. ALL TRADEMARKS, IMAGES, AND OTHER REFERENCED MATERIALS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS.

12. @ Tablets: Apple and Android The challenge: The consumer friendly, high visibility, large answer: working ecostem,... proprietary, closed, tightly controlled, hardly mass market,... ...or: e.g. © 2010 PETTERI VAINIKKA. ALL TRADEMARKS, IMAGES, AND OTHER REFERENCED MATERIALS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS.

13. @ Tablets as true convergence platforms real life online life service mashup © 2010 PETTERI VAINIKKA. ALL TRADEMARKS, IMAGES, AND OTHER REFERENCED MATERIALS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS.

15. @ Value creation + value capturing as ‘connector’ as ‘hub’ ‘fragmented connectedness’ © 2010 PETTERI VAINIKKA. ALL TRADEMARKS, IMAGES, AND OTHER REFERENCED MATERIALS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS.

16. @ Marketing is about... Consumer attention, Consumer interest, Consumer decision, and action. © 2010 PETTERI VAINIKKA. ALL TRADEMARKS, IMAGES, AND OTHER REFERENCED MATERIALS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS.

17. @ Tablets are... Personal, Location aware, real time, connected, transaction capable. © 2010 PETTERI VAINIKKA. ALL TRADEMARKS, IMAGES, AND OTHER REFERENCED MATERIALS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS.

Vainikka

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