Stefan Figge

Technische Möglichkeiten und Akzeptanz mobiler Anwendungen. Eine interdisziplinäre Betrachtung

Mobile data communication applications, referred to in this paper as mobile applications, were one of the technological innovation and investment targets in recent years. From the past it became obvious that mono-disciplinary approaches to investigate mobile applications have shortcomings when it comes to successful innovation and investment decisions as interdependencies are insufficiently addressed. The paper therefore aims at structuring the scientific contributions of computer science, business economics and sociology in the context of mobile applications to approximate a holistic understanding comprising technological feasibility, economic opportunities and human needs.

LOC3 Architecture Proposal for Efficient Subscriber Localisation in Mobile Commerce Infrastructures

The following paper proposes a new approach for providing localisation of mobile subscribers. Since various different localisation technologies have entered the mobile mass-market, mobile applications requiring location information are increasingly challenged by the complexity of selecting and accessing appropriate localisation sources. Addressing this development, an integrative platform is proposed, enabling unified access to the most suitable localisation technology by taking into account accuracy, availability and costs. By assembling state-of-the-art localisation technologies to an implementation called LOC3, the feasibility of the outlined architecture approach is proven

Quantifizierung IKS-basierter Marktleistungen

KernpunkteDie systematische Gestaltung IKS-basierter Marktleistungen stellt ein gemeinsames Forschungsfeld von Wirtschaftsinformatik und Marketing dar. Anhand eines Marktproblems der Mobilfunkbranche wird zur Entwicklung von Entwurfsmustern der Wertschöpfung das folgende Vorgehen vorgeschlagen:⊎ Nutzung von Geschäftsmodellen als Konstruktionssystematik einer IKS-basierten Marktleistung undWertschöpfung⊎ Identifikation einer neuartigen technischen Kompetenz, die neue Formen der Wertschöpfung ermöglicht⊎ Theoriegestützte Begründung des aus der technischen Kompetenz erwachsenden Nutzenangebots⊎ Einsatz der Conjoint-Analyse zur empirischen Absicherung und Quantifizierung des Nutzenangebots.AbstractThe systematic construction of patterns for an ICT-based value proposition constitutes a common research field in Information Systems and Marketing. The case of mobile data services and mobile commerce is taken as an example to propose a process for developing such patterns. The business model concept is applied as a framework for structuring relevant phenomena of value creation. Originating from the competence of a mobile network operator to semantically describe the usage context of its mobile subscribers, a new value proposition within an advertising-based business model for mobile commerce is derived. This allows advertisers to purchase context information for the sake of a targeted marketing communication within mobile portals. Conjoint analysis as an established marketing method is applied to empirically quantify the originating value for advertisers. It can be demonstrated that advertisers have a willingness to pay and demand for such an advertising-based business model in mobile commerce.

Individualising M-Commerce Services by Semantic User Situation Modelling

The following paper aims at providing a new implementation approach for the individualisation of M-Commerce services. Current market situation as well as academic discussion about intermediaries in the Internet economy will provide the plot for an infrastructure proposal that enables the semantic description of the mobile user’s situation to finally unleash the full potential of the mobile usage context. To proof technical feasibility, concepts offered by current IT-standards such as the Semantic Web, Web Services, J2EE and .NET will be assembled to an implementation scenario to demonstrate how individualisation can take place in the fragmented value network of M-Commerce.

Quantifizierung IKS-basierter MarktleistungenQuantifying ICT-based value proposition

KernpunkteDie systematische Gestaltung IKS-basierter Marktleistungen stellt ein gemeinsames Forschungsfeld von Wirtschaftsinformatik und Marketing dar. Anhand eines Marktproblems der Mobilfunkbranche wird zur Entwicklung von Entwurfsmustern der Wertschöpfung das folgende Vorgehen vorgeschlagen:⊎ Nutzung von Geschäftsmodellen als Konstruktionssystematik einer IKS-basierten Marktleistung undWertschöpfung⊎ Identifikation einer neuartigen technischen Kompetenz, die neue Formen der Wertschöpfung ermöglicht⊎ Theoriegestützte Begründung des aus der technischen Kompetenz erwachsenden Nutzenangebots⊎ Einsatz der Conjoint-Analyse zur empirischen Absicherung und Quantifizierung des Nutzenangebots.AbstractThe systematic construction of patterns for an ICT-based value proposition constitutes a common research field in Information Systems and Marketing. The case of mobile data services and mobile commerce is taken as an example to propose a process for developing such patterns. The business model concept is applied as a framework for structuring relevant phenomena of value creation. Originating from the competence of a mobile network operator to semantically describe the usage context of its mobile subscribers, a new value proposition within an advertising-based business model for mobile commerce is derived. This allows advertisers to purchase context information for the sake of a targeted marketing communication within mobile portals. Conjoint analysis as an established marketing method is applied to empirically quantify the originating value for advertisers. It can be demonstrated that advertisers have a willingness to pay and demand for such an advertising-based business model in mobile commerce.

Quantifizierung IKS-basierter Marktleistungen@@@Quantifying ICT-based value proposition: Analyse eines werbefinanzierten Geschäftsmodells für den Mobile Commerce@@@Analysis of an advertising-based business model for mobile commerce

KernpunkteDie systematische Gestaltung IKS-basierter Marktleistungen stellt ein gemeinsames Forschungsfeld von Wirtschaftsinformatik und Marketing dar. Anhand eines Marktproblems der Mobilfunkbranche wird zur Entwicklung von Entwurfsmustern der Wertschöpfung das folgende Vorgehen vorgeschlagen:⊎ Nutzung von Geschäftsmodellen als Konstruktionssystematik einer IKS-basierten Marktleistung undWertschöpfung⊎ Identifikation einer neuartigen technischen Kompetenz, die neue Formen der Wertschöpfung ermöglicht⊎ Theoriegestützte Begründung des aus der technischen Kompetenz erwachsenden Nutzenangebots⊎ Einsatz der Conjoint-Analyse zur empirischen Absicherung und Quantifizierung des Nutzenangebots.AbstractThe systematic construction of patterns for an ICT-based value proposition constitutes a common research field in Information Systems and Marketing. The case of mobile data services and mobile commerce is taken as an example to propose a process for developing such patterns. The business model concept is applied as a framework for structuring relevant phenomena of value creation. Originating from the competence of a mobile network operator to semantically describe the usage context of its mobile subscribers, a new value proposition within an advertising-based business model for mobile commerce is derived. This allows advertisers to purchase context information for the sake of a targeted marketing communication within mobile portals. Conjoint analysis as an established marketing method is applied to empirically quantify the originating value for advertisers. It can be demonstrated that advertisers have a willingness to pay and demand for such an advertising-based business model in mobile commerce.

Inviting New Players to the Multimedia M-Commerce Arena

Digital Video Broadcasting (DVB) using the same terrestrial infrastructure (DVB-T) as traditional analogue television has become a mature technology with a growing number of users. Different activities have been started (e.g. DVB-H) in order to apply that infrastructure for distributing multimedia content and interactive services to mobile devices. DVB (i.e. the television industry) and 3G mobile networks (i.e. the mobile telecommunications industry) are therefore becoming competitors from a value proposition point of view. On one hand there is the television industry with its close relation to the movie and media industry as well as its often advertising based business model. On the other hand there is the mobile telecommunications industry with its focus on direct revenue models for data and services (referred to as M-Commerce), targeting on mobile subscribers. The paper will show that currently the television industry applies different business models more flexibly than the mobile telecommunications industry does. Looking at the likely upcoming competition between the both industries, the paper proposes an approach to expand the business model that is currently applied in the mobile telecommunications industry in order to make it competitive against broadcasted mobile multimedia services. As research in progress the paper addresses the question, which concepts could be applied in order to redesign the current M-Commerce business model for the sake of higher user adoption.