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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.

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2000
© 2010 PETTERI VAINIKKA. ALL TRADEMARKS, IMAGES, AND OTHER REFERENCED MATERIALS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS.

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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.

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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.

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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.

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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.

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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.

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(Mobile) OEM
ISPs & carriers
© 2010 PETTERI VAINIKKA. ALL TRADEMARKS, IMAGES, AND OTHER REFERENCED MATERIALS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS.

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(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.

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Presentation overview
2 Tablets: 2010-2020
© 2010 PETTERI VAINIKKA. ALL TRADEMARKS, IMAGES, AND OTHER REFERENCED MATERIALS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS.

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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.

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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.

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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.

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Presentation overview
3 Inherent (new) business opportunities
© 2010 PETTERI VAINIKKA. ALL TRADEMARKS, IMAGES, AND OTHER REFERENCED MATERIALS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS.

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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.

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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.

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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.

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