The Next Killer Mobile Application Kellogg School of Management Northwestern University.

The Next KillerMobile Application

Kellogg School of ManagementNorthwestern University

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Agenda

Paper objective and scope

The Wireless Communications Industry Landscape

Wireless Applications

Framework

Next Steps

WirelessIndustryWirelessIndustry

BroadFramework

BroadFramework

SpecificApplications

Killer AppKiller AppKiller AppKiller App

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Objective & Scope

ObjectivePerform an in-depth study of mobile wireless applications whether over personal networks in homes and offices or over metro access networks in the outdoors. The study will create a framework that will be used to evaluate these applications and identify a “killer app”.

ScopeThe scope of the paper is limited to current and future applications. The nature of the wireless network is not explored. The applications are limited to those used on mobile devices due to their versatility and market penetration.

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Agenda

Paper objective and scope

The Wireless Communications Industry Landscape

Wireless Applications

Framework

Next Steps

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Key Trend – Network ConvergenceTodayToday TomorrowTomorrow

Telephonenetwork

Mobile radionetwork

IP-Network of tomorrow will run using new protocol IPv6 and provide one network for everything

Internet

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Agenda

Paper objective and scope

The Wireless Communications Industry Landscape

Wireless Applications

Framework

Next Steps

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Mobile Application SegmentsWithin the mobile applications space, products vary across a wide spectrum.

PersonalPersonalProductivityProductivity

PersonalPersonalProductivityProductivity EntertainmentEntertainmentEntertainmentEntertainmentm-Commercem-Commercem-Commercem-Commerce

The characteristics of an application differs based on its segment.

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Personal Productivity – Location based info streamed or on-demand

Category Application

Weather Check the forecast in your area.

Maps View street maps around your location

Movies Information on theatres, movies and times

Reviews Restaurant, movie, attraction reviews

Business/Gov’t

Get information of interesting places/offices

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m-Commerce – Location based advertising, mobile purchasing

Phone Bar Code Scanners - allow the user to get information, place an order and pay for products through their phone.

eWallet – Cash values stored in a phone SIM card to pay for goods/services.

New SimPay service (UK) - allows users to make purchases by waving phone over an electronic panel and then typing in a security code.

Money Transfers through SMS – allows users to transfer funds by sending a message to the recipient.

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Entertainment Applications

Vehicle based mobile entertainment advantage of power supply and screen size allows for more powerful devices. increases potential of possible applications.

Mobile IP TV –- Movie clips or videos over wireless network Mobile peer to peer gaming – wireless infrastructure allows users to participate in multi-player games when on the go or at home

Hand held mobile gaming – 1bn market worldwide (1/2 in Japan). Downloading games and mobile P2P games

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Agenda

Paper objective and scope

The Wireless Communications Industry Landscape

Wireless Applications

Framework

Next Steps

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Evaluation of applications - Framework

User Cost

User Benefit Resource Requirements

Network Externality

Connectivity w/ other Apps

Connectivity with People

Security Concerns

Determine the importance of each measure for the success of the application (100 pts assigned across 7 measures – unique to application).Determine how effectively the app addresses the measure.

The framework has 7 measures of utility that are applied to each application:

Step 1:

Step 2:

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Evaluation of applications - Framework

ImportanceImportanceOf MeasureOf Measure

00 100100

Network Externality

AddressesAddressesIssueIssue

0 %0 %

100%100%

The Importance of the Measure is mapped on the x-axis.

The Effectiveness of the application to address the measure is on the y-axis.

The application will be assigned a point score based on the quadrant it occupies.

The points for the seven Measures are added together for the total score – highest possible is 100 points

LowValue

Neutral

WastedValue

HighValue

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Importance Score100 points are allocated among the seven attributes.

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Effectiveness ScoreAn application is scored for effectiveness on each measure on a percentage scale, indicating how well it executed on that measure

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Evaluation of applications - Framework

Calculation of framework score – example A fictional application in the m-Commerce Segment receives the following scores for the framework measures:

Importance Effectiveness Score

User Cost 10 70% 7

User Benefit 30 20% 6

Resource Requirements 15 60% 9

Network Externality 10 80% 8

Connectivity w/ other Apps 5 40% 2

Connectivity w/ People 10 60% 6

Security 20 50% 10

Total 48

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Agenda

Paper objective and scope

The Wireless Communications Industry Landscape

Wireless Applications

Framework

Next Steps

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Next Steps

Conduct industry interviews– Complete research on latest

technologies/applications– Gather opinions on future of industry/apps

Hone the framework– Use current/past apps to determine

appropriate importance factors Determine next Killer App

– What is the next application that will gain mass-market adoption?