Mobile Social Media Service

Scenarios

The presentation is build on Academic paper done by:

Olli Makinen, Sakari Luukkainen,

Helsinki University of Technology,

2009 Fifth International conference on wireless and mobile communication

Presented by

Simeon Arnaudov

463.536 Information technology cost analysis

TEMEP, Seoul National University

1. Motivation background

Mobile social media services are in a technology selection stage

with no clear dominant design, and many service concepts are

failing to find a valid business model.

During the recent years, social media services have grown from

small-scale application to worldwide giants. These service are

mostly Desktop WWW based and not very suited for mobile

applications.

2. Problem description

2.1. Research gap – limitation possibilities regarding mobile social media are described with overview of existed revenue models in mobile services; existed social media services; and various mobile software platforms

2.2. Analysis of revenue models (limited to limited several ways of gaining revenue):

2.1.1. Mobile network operator - has gain revenue with charging per minute, per message or data transfer

2.1.2. Social media services – has gain revenue with advertisement or user subscribe

2.3. Social media services in general – sharing content within the network ( multimedia, position data and status update).

Connection to social media grows according to other users he or she can connect to. Lack of other users slow down the rate of that service.

2.3. Mobile technological aspects – research has been conduct to analysis different application environment on various platforms as Mobile WWW; Java 2 ME; Symbian S60; Apple iOS; Google Android; Windows mobile; Blackberry OS; Palm webOS.

Limitation is app. Development have to be balanced between platform coverage, development cost, geographical regions

3. Research objective/ question

3.1. The problem question: What would be the best way to

implement a mobile social media service

3.2. Problem objectives: to identify basic structures for mobile

social media services and to find reason why these services have

not gained popularity despite the increasing penetration of

devices capable using such services

4. Methodology

Methodology - mobile media services have a high degree of uncertainty in technology, business models and demand.

4.1. Model. Scenario analysis – used to identify basic mobile media service infrastructure, it is used two dimension for network strategy: Desktop vs. Mobile and Open vs. Closed. These dimension combine to form four scenarios for a new mobile social media services:

Desktop WWW to Mobile;

Straight to mobile;

Aggregated WWW to Mobile;

Aggregated straight to Mobile

4.2. Analysis. Case analysis – it is used to place existing state of the art services into scenarios and compare the best practices from each one with a framework using desk research, based on publicly based information

User base;

Connection to other services;

Location awareness;

Platform coverage;

Revenue source.

4.3. Discussion – selected three cases representing different scenario for comparing: Facebook mobile; ShoZu; Yahoo One Connect

5. Highlight of research work

Advantages – the Desktop WWW to mobile sceanrio are the

user base is usually already large and the mobile clients can be

advertised easily.

Disadvantages – the client features are limited to legacy

desktop WWW features with limitations and mobile-specific

features are not used.

Why mobile media services haven’t gain popularity and valid

business models by identifying basic structures? Primary reason

for slow adoption is complexity of WWW desktop services as

well as low added value to the end user.

Fourth scenario combining aggregation straight to mobile can

be seen as the future dominant design ( ideally case is to

reduce complexity for non-expert users).

6. My opinion

1. Why mobile social media services fall in gaining revenue using

mobile phone features as geographical location; camera

recording; shooting pictures?

2. Is there popular easy to use standard WWW desktop

introduced as mobile media services, and if exist how this

services gain revenue?

3. Why mobile application platform bear limitation on

application development?

4. The research paper does not predict tablet mobile devices

(mobile devices with bigger screen), it is interesting to conduct

a similar research with new popular social media services as

Skype, Google Earth, News app.