Effect of Service Platform on Innovation Trajectories of Value Network Players; The Case of Japanese Mobile Music Services Takayuki OTSUKA Advisor: Prof. Kumiko MIYAZAKI Ph.D. Graduate School of Innovation Management Tokyo Institute of Technology 1 TUUH-Tokyo Tech Research Forum Monday, Sep/23/2013
31
Embed
Time machine effect_@_tuhh-tokyo_tech_research_forum_20130923
Time Machine Effect was observes at music service of Japanese Mobile Service from the view of trajectory 1999-2008.
The service platform of Japanese Music Service over the mobile internet was made mature rapidly. This was because unified design of devices. Mobile handsets were designed by the same spec. The contents for the service were made to fill the gap of device performance that made spoil unique innovation of respective handset manifatures.
The device suppliers should know the demerit of perticipation of well-designed service platform, which may spoil techinology innovation merits.
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Effect of Service Platform on Innovation Trajectories of Value Network Players;
The Case of Japanese Mobile Music Services
Takayuki OTSUKA
Advisor: Prof. Kumiko MIYAZAKI Ph.D.Graduate School of Innovation Management
Tokyo Institute of Technology 1
TUUH-Tokyo TechResearch ForumMonday, Sep/23/2013
0. Background
Industrial Product : Motor Car Export
2
Technology Innovation
Product Innovation
Trade/ Productionat Outside ofOriginal Country
Tangible Asset: Products/ Schematic /Parts/Production Process Guidance
Every Player Get
Merits
0. Background
Tracing Trajectory of Service innovation / Export
3
Service AA+B
Service AAA+BB+C
Technology Innovation
Service Innovation
Service @ Global
AA+BService Expandto Outside ofOriginal Country
Lots of Intangible Asset: Service Offering / Mechanism / Contents Supplier/ Contents to be fit Local
Service A
Internet
Internet
Non-Internet Internet
Does Every Player Get
Merits?
4
RQ
What is the connection between Environment for Contentious
Innovation and Value Network Structure and Players?
How and what Innovation merit was lost of Japanese Mobile Phone
Maker?
Hypothesis:
• Original success is supported by Value Network which has been
providing Contentious Innovation Merit.
• Continuous Innovation won’t be occurred at Different New Place than
Original Success was realized without creation of Optimized Value
Network which fit to the New Place.
Today’s Topic
5
Japanese Mobile Internet Services : Music Service
Technology Innovation
Service Innovation
Music ServicePlatform
AA+B
Internet
Music Service Platform
ANon-Internet
Music Service Platform
AAA+BB+C
Internet
Effect of Service Platform on Innovation Trajectories of Value Network Players; The Case of Japanese Mobile Internet Services
Value Network Players
Value Network PlayersValue Network Players
Service Platform : Where Service is offered
What happened to Japanese Players ?
6
Fig. 1 Japanese Mobile Service subscriber, the penetration ration of service subscriber against population and 3G coverage of the device in use
Service Evolutions Technology Evolutions
1979 Voice Service for Auto Mobile 1979 Analogue (1G)
1989 New Mobile Operator Entrant
1993 Digital (2G)
1999 Mobile Internet Services
2001 UMTS/W-CDMA(3G)
2010 LTE High Speed Data Service 2010 LTE (3.9G)
Table1 : JAPANESE MOBILE SERVICE AND TECHNOLOGY EVOLUTION
1996: The first Music Service1999: i-mode / NTT docomo(DCM)
Mobile Internet to the pocketMusic over i-mode
2008: Smart Phone / iPhoneMobile exceeded PC for InternetAccess
Music over Internet
II. Japanese Mobile Market
7
Fig. 2 Device shipment market share by manufactures in Japan Fig. 3 Changes of Device shipment market share by manufactures in Japan
2008-2012
II. Japanese Mobile Market
2008: Smart Phone emerged rapidly
2008-2012Japanese Players lost Share
Japanese Mobile Internet Services : Music Service
Technology Innovation
Service Innovation
Music ServicePlatform
AA+B
Internet
Music Service Platform
ANon-Internet
Music Service Platform
AAA+BB+C
Internet
Value Network Players
Value Network PlayersValue Network Players
Service Platform : Where Service is offered
What was happened to Japanese Players ?
Today’s Topic
8
Effect of Service Platform on Innovation Trajectories of Value Network Players; The Case of Japanese Mobile Internet Services
Objective
Why Japanese players lost competitiveness
• Publication• Interview
Value Network Analysis
(VNA)
II. Methodology
9
Analysis Fit to the Case of
Value Network
• Internet based service can be better analyzed (Funk/ Li and Whalley / Peppard and Rylander / Weiner, Nohira, Hichman and Smite)
• Many divergent mutual interactions between the company and customer are more important than the activity of the company’s internal process.
Value Chain
• Strategic Study of Industries (Porter)
• Flow of value creation from material to be processed and produced for distribution
II. Methodology : VNA
Step1 • Define Network Objective
Step2• Identify Players
Step3• Define Role and Value of Players
Step4• Define Connection between Players and Mapping in Chart
Step5• Analyze Connection and Its background Reason