Work in progress

1. The mobile software ecosystem and value chain Reseller Phone manufacturer Application marketplace Consumer Network operator Mobile software developer Mobile OS developer Content provider The mobile developer can be the content provider as well, the mobile OS developer can be the manufacturer, the reseller can be the network operator as well; the network operator can provide the application marketplace. The manufacturer can be the reseller. Operating system Application software Marketplace Consumer From a software perspective, the value chain can be simplified to the above.

2. The platform Application – performs a functionality. Platform – people build applications for the platform, which provides some infra- structure. Platform Application Usage Web Web app Via browser Via mobile phone Less than optimal due to standard noncompliance. Mobile Mobile app Native/browser MotherApp’s role: platform converter. Mobile Web app Native/ browser Mobile app

3. The value chain with platform conversion Web application Mobile platform conversion Mobile application Marketplace Consumer OS There is a dependency between the OS and the web application; the OS limits the Functionality of the web application that can be converted. The different OS’s (iPhone, BlackBerry, J2ME, Symbian, Windows Mobile) determine the need for different platform convertors. The OS are substitutes. The type of consumer may create a strong preference for one or another (e.g., business  BlackBerry). The ultimate power rests with the consumer, but is mitigated by the marketplace. The value proposition of the mobile platform conversion is to shorten the path to the consumer for the web application. It is more of a service than a product.