Chapter 3: The M-Business Landscape

The Six Frameworks of the Mobile Landscape (Fig. 3.1, p. 64)
(these frameworks are covered in detail in chapters 4-9)

  1. Breakthrough platform strategies - competition on 4 fronts
    1. Hardware platforms - TI versus Intel (chips in cell phones and handheld PCs)
    2. Mobile devices - Sony, Handspring, Nokia, Motorola
    3. Network OSs and prog. lang. - Microsoft .NET, Sun J2ME, Qualcomm BREW
    4. Handheld OSs - Microsoft's WinCE, Palm OS, Psion EPOC
  2. Mobile application infrastructure focus - 4 categories
    1. Mobile application platforms - reformatting data for mobile devices
    2. Mobile application service providers (MASPs) - mobile ASPs
    3. Mobile Internet service providers (MISPs) - mobile ISPs
    4. Mobile application enablers - security, data sync, billing/payment services
  3. New innovation opportunities - 4 categories of mobile portals
    1. Wireless operator portals - integrated mobile ISPs
    2. Multi-purpose (information & entertainment) portals - provide a blend of the 6 Cs
      (content, community, connectivity, communications, commerce, and context)
    3. Commerce/transaction portals - such as mobile eBay
    4. Pure play-niche portals - specific industries: financial, entertainment, location services
      (example BarPoint p 75)
  4. Customer focus (making it easy for the customer) - 4 dominant models
    1. Channel presence - information only
    2. Channel extension - mobile channels for existing customers
    3. M-commerce apps - purchase, track, and receive goods and services
    4. Channel synchronization - integrating offline, online, and mobile worlds
  5. Supply chain focus (interenterprise process integration) - 4 management apps
    1. Procuremant - mobile ordering applications extend e-procurement apps
    2. Supply chain execution - fulfillment and delivery management - e.g., healthcare distributer
    3. Supply chain measurement - asset tracking and visibility
    4. Service management - field force automation - e.g., mobile solutions replace two-way radio communication
  6. Operational focus (enterprise wireless apps) - 4 major segments
    1. Enterprise e-mail and PIM - e.g., PalmPilot, BlackBerry pager
    2. Enterprise application extension - e.g., JetBlue staff uses handhelds for curbside check-in
    3. Business portals - single entry point to employees business apps
    4. Legacy application extension - mobile extensions of legacy systems