A Study of Mobile Platform and Strategy Formulation Framework for Content Providers
Date Issued
2012
Date
2012
Author(s)
Lee, Hao-Yu
Abstract
With digital convergence and mature infrastructures, mobile device manufacturers, carriers and consumers gain more value from mobile contents. Since 2007 when iPhones and Android phones were released, the ecosystem of mobile platform altered: from telecom-centric model to service-centric model. The recent mobile platforms changed the value network of the mobile content industry, and the complexity of developing a mobile application also decreased. The research attempts to understand the backgrounds of mobile contents and the recent mobile platforms, and to provide a CPSF framework for content providers to formulate their strategies, by means of literatures, secondary data and case studies.
The research analyzes four mobile platform leaders: iOS, Android, BlackBerry OS and Windows Phone. Through the perspectives of the levers for platform leadership and of the key resources for standard wars, the dimensions are divided into “Operating System and Development”, “Mobile App Market”, “PC and other network resources”, “Partnership and Alliance” and “Other key resources” to realize the competitive advantages and the future trends of each. To sum up the rule of leveraging a mobile platform: standard platforms but unique contents. And although the present platform providers own different resources, the industry may result in a “winner-takes-all” structure.
Furthermore, the research also provides the “CPSF framework” for content providers to formulate their strategies and applies a case M to examine the feasibility. The process of CPSF Framework has five steps: 1) mobile content generation and analysis; 2) external analysis; 3) mobile content strategy formulation; 4) evaluation the fitness between mobile platforms and contents; and 5) mobile contents revision. The framework also combines the following tools “business model canvas”, “TOWS matrix”, “QFD” and “four actions framework” to develop a systematic tool as a reference framework for content provider.
Subjects
mobile platform
platform leadership
mobile content
content provider
strategy formulation framework
Type
thesis
File(s)![Thumbnail Image]()
Loading...
Name
ntu-101-R98725025-1.pdf
Size
23.32 KB
Format
Adobe PDF
Checksum
(MD5):55800d942433b313daa0a24760cf031e