Executive summary
And, most importantly
els that justify the dev
, will we see the emergence of inno
elopment of new mobile products and services?
vative business mod-
Companies from all sectors will enjo
processes thanks to the impro
y numerous advantages in their business
from the opening of the mobile mark
ved range of mobile devices and services resulting
ucts and services being offered to each individual consumer
et. The ability to tailor the range of prod-
bility for employ
, the increased mo-
will be the aspects that contribute most to the impro
ees, and the prospect of having a new mark
v
eting channel: these
The use of the mobile device as a sales channel (m-commerce) is still in its ear
ement of their businesses.
ly stages and, despite the potential it offers, a number of things need to happen
-
before it can tak
that regard. Finally
e off
, machine-to-machine communication (M2M) is becoming
. Aspects such as security and privacy are fundamental in
more prev
to apply this technology to impro
alent and can provide major opportunities to companies that are able
ve their internal processes or customer service.
With respect to the companies competing in the mobile mark
that rehashing their current business models in the new open landscape is not
et, it seems clear
going to work.
my existing between consumers’ needs in dev
Operators’ new business models
eloped and emerging mark
must factor in the dichoto-
well as their newly evolved relationship with consumers resulting from the div
ets, as
sification of their services. They also need to take into account the change in
er-
their relationship with other mark
ments and their involv
et agents through the proliferation of agree-
viously explored. With regard to viable sources of rev
ement at points of the value chain that they had not pre
enue in this new landscape,
-
adv
complex mark
ertising will pla
it-sharing on content rev
eting mélange. Flat
y an important role, but will merely be one part of a far more
enues are just some of the options a
-rate subscriptions, service packages and prof-
tors looking to improve their financial situation.
vailable to opera-
Mean
will be forced to rein
while, manufacturers
vent themselv
, facing pressure to lower prices on their devices,
es as online service providers.
With regard to the services that promise to bring the greatest business opportunities
to companies, such as location based services or social networks, it is neccessary to
settle the unclear the commercial fr
gr
to consumers. With respect to
ate adv
mobile social networks
amework in which those services will be offered
, some have started to inte-
of the best alternativ
ertising. In terms of mobile location-based services, it seems that one
clear user segmentation and to establish specific sales policies for each one.
es is to design the range of services being offered according to a
In short, the opening of the mobile mark
nies from all sectors, provided that they design inno
et offers new opportunities for compa
vativ
-
tractive to consumers and built on a solvent business model. When this hap
e services that are at-
pens, the impact that mobile solutions have on businesses and society will be
-
quite similar to
moment on, consumers will no longer use their mobile phones as mere means of
, if not greater than, that of the Internet a decade ago. From that
communication but instead as a “remote control for their lives.”
© 2008 Fundación de la Innovación Bankinter. All rights reserved.
8
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84  |  Page 85  |  Page 86  |  Page 87  |  Page 88  |  Page 89  |  Page 90  |  Page 91  |  Page 92  |  Page 93  |  Page 94  |  Page 95  |  Page 96  |  Page 97  |  Page 98  |  Page 99  |  Page 100  |  Page 101  |  Page 102  |  Page 103  |  Page 104  |  Page 105  |  Page 106  |  Page 107  |  Page 108  |  Page 109  |  Page 110  |  Page 111  |  Page 112  |  Page 113  |  Page 114  |  Page 115  |  Page 116  |  Page 117  |  Page 118  |  Page 119  |  Page 120  |  Page 121  |  Page 122  |  Page 123  |  Page 124  |  Page 125  |  Page 126  |  Page 127  |  Page 128  |  Page 129  |  Page 130  |  Page 131  |  Page 132  |  Page 133  |  Page 134  |  Page 135  |  Page 136  |  Page 137  |  Page 138  |  Page 139  |  Page 140  |  Page 141  |  Page 142  |  Page 143  |  Page 144  |  Page 145  |  Page 146  |  Page 147  |  Page 148  |  Page 149  |  Page 150  |  Page 151  |  Page 152  |  Page 153  |  Page 154  |  Page 155  |  Page 156  |  Page 157  |  Page 158  |  Page 159  |  Page 160  |  Page 161  |  Page 162  |  Page 163  |  Page 164  |  Page 165  |  Page 166  |  Page 167  |  Page 168  |  Page 169  |  Page 170  |  Page 171  |  Page 172  |  Page 173  |  Page 174  |  Page 175  |  Page 176  |  Page 177  |  Page 178  |  Page 179  |  Page 180  |  Page 181  |  Page 182  |  Page 183  |  Page 184  |  Page 185