Digital Ecosystems - Speaker Deck

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  LTKA #3-2 Services Convergence & Digital Ecosystems Dr.-Ing. Eueung Mulyana http://eueung.github.io/ET3010 ET-3010 | Connected Services and Cloud Computing | Attribution-ShareAlike CC BY-SA 1 / 92

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Outline Services Convergence Impacts of Services Convergence Digital Ecosystems Examples of Digital Ecosystems Trends and Enablers 2 / 92

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  Examples of Digital Ecosystems 3 / 92

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Introducing GAFA 4 / 92

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Apple 9 / 92

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Apple Official Products cf.  1. Apple Watch, iPad, iPhone & iOS 2. Mac 3. Software 4. Apple Music, Apple TV, iPod & iTunes 5. iCloud & Apple Pay 6. Retail Stores 10 / 92

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Apple Revenue 2004-2015 (Statista) 11 / 92

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Apple Revenue 2011-2013 (Dan Frommer, Splatf) 12 / 92

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SW/Services vs. iPhone 2011 2012 2013 2014 2015 Services 7.9 9.0 9.4 9.9 8.6 iPhone 42 47 56 54 63 13 / 92

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SW/Services (inc. Media/Content) 2012: USD 8.5 B, larger than The New York Times + Warner-Bross + Time Inc + Simon & Schuster 2012: Apple CFO, Peter Oppenheimer - We run the AppStore just a little over breakeven 2016: ... the public had spent USD 1.1 B at the App Store in a two-week period covering Christmas and New Year's ( Ref: Appleinsider ) 2016: Jan. 1 was reportedly the biggest single day in the App Store's history, with over USD 144 M in traffic 14 / 92

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Apple Ecosystem Strategy GP Morgan via Appleinsider  While the App Store is a relatively minor source of income for Apple, strong app sales are essential to the company's health. It depends on apps as a reason for people to buy iOS devices. People who buy iOS apps are also more likely to be "locked" into the Apple ecosystem, since they would suddenly lose that content after switching to Android or Windows. 15 / 92

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Apple Ecosystem Design HW/Device Business 16 / 92

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Apple Ecosystem User, Operator, Partner, Accessory Manufacturer (AM) (VisionMobile) 21 / 92

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Apple Ecosystem User Value Capture - Main Business Apple to User : Premium Product Experience User to Apple : Premium Money 22 / 92

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Apple Ecosystem Operator Relationship Apple to Operator : Users + Data Plans Operator to Apple : Subsidies Telcos reduce friction for the iPhone business (VisionMobile) 23 / 92

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Apple Ecosystem Accessory Manufacturer Relationship Apple to AM : Access to Market AM to Apple : Complements, Revenue Share 24 / 92

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Apple Ecosystem Partner Relationship Apple to Partner : Contributes AppStore to Offer Dollars and User Engagement Partner to Apple : Content, Apps, Services Developers, SW Publishers, Content Retailers, Content Owners, Internet Players, Brands 25 / 92

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Ecosystem Business Models The Formula 1. Redefine Market (Explore/Extend) 2. Identify Complements 3. Boost Demand for Complements (but Ensure Supply) 4. Bundle Product (to Satisfy Demands) 26 / 92

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Apple Ecosystem Recipe Recipe  Market Redefinition Communicate, Play, Work & Relax on the Go (Computing on the Go) Complements Apps & Content Boost Demand Ease User Effort to Discover & Obtain Apps Bundle with Demand Apple Devices 27 / 92

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  Trends and Enablers 28 / 92

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Past & Present Ecosystem Trends 29 / 92

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Users Network HW OS Platform Framework Application Device 30 / 92

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Users Perspectives & Facts Fixed Telephony Telephony Mobile Fixed Computing Mobile Computing Computing Diffused 1. Reachability 2. Usage & Roles 3. New (Smartphone) Culture 31 / 92

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Golding's Story Mobile 1.0, 2.0, 2.0+ Not so long ago we didn't need mobiles ... But now, look around you, mobiles are everywhere! Indoors and outdoors, they consume attention ... And we need them like a fish needs water! Mobile 1.0 Early Mobile 2.0 A Global Communication Phenomenon 6 Billions Global Text Messages (2010) 200,000 Messages/Sec Average teen sends/receives 3,339 messages every month. This is equivalent to 14 hours of attention (15 s/msg). The rise of social network -> Gen Y 2010: 9 hours/month 34 / 92

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In 59 Countries (2011) A device most of us have most of the time ... 35 / 92

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Mobile 2.0 Mobiles involve in many real-life aspects ... 44 / 92

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Immersive Fish don't know water exists...until beached - Marshall McLuhan (Golding) 45 / 92

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46 / 92 Mobiles Become Part of a New Culture With Every New Opportunity Comes New Threat ... With Every Good Thing There is A Bad Side ...

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47 / 92 Mobiles Become Part of a New Culture With Every Fun Thing There Might be A Serious Danger ...

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48 / 92 Mobiles Become Part of a New Culture Please be Always a Human!

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Notes Google Images smartphone culture smartphone habits smartphone negative impacts smartphone anti social gadget addiction selfie culture dangerous selfie 49 / 92

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What Happens in A Minute? Ericsson 2012  50 / 92

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Devices Network HW OS Platform Framework Application Device 51 / 92

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Smartphone Era Mobile 1.0 Mobile 2.0 1999 2007 Mobile 1.0 Mobile 2.0 52 / 92

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iPhone 1 - 2007 Mobile 2.0 Milestone Smartphone Era 53 / 92

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HTC Dream T-Mobile G1 2008 54 / 92

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Smartphone Subscriptions Retrieved 2/2016 - Ericsson Traffic Exploration 57 / 92

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Smartphone Sales As of 2014 - Statista 59 / 92

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Market Share of Sales As of Q3/2015 - Based on OS/Platform - Statista 60 / 92

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Applications Network HW OS Platform Framework Application Device 62 / 92

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Number of Apps As of July 2015 - Statista 63 / 92

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Cummulative Downloads - App Store As of June 2015 - Statista 64 / 92

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Cummulative Downloads - Google Play As of July 2013 - Statista 65 / 92

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Apps in Numbers What do You Want to Do? There's an App for That!  66 / 92

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Trends & Enablers Devices & Involving Tech 67 / 92

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Trends & Enablers Network HW OS Platform Framework Application Device Devices 68 / 92

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Smartphone Era Mobile 1.0 Mobile 2.0 1999 2007 Mobile 1.0 Mobile Telephony Network: 2G First Internet-Capable Mobile Relatively, Poor User Experience Mobile 2.0 Mobile Computing Network: 3G, 3G+ First Internet-Centric Mobile Usable, Can Do Things 100x Processing Power 69 / 92

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The Transformation From Mobile 1.0 to Mobile 2.0 More data-friendly tariffs Increased device usability = smartphones/pads Faster/fatter networks (3G+) Greater Web 2.0-centricity Social networks are mobilizing (FB 40%) App stores -> new consumption habits Greater user participation Money - apps goldrush 70 / 92

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Smartphone Era Mobile 2.0 Mobile 2.0+ 2007 2010 Mobile 2.0+ First Internet-Friendly Mobile Productive Can Do More, Faster Mobile 3.0 IoT 4G, 4G+ .. when most of our digital services will have become mobilized 71 / 92

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Telco Transformation The Telecoms Transformation is Now SAP  72 / 92

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Mobile 1.0 + Early Mobile 2.0 In Our Pockets ... 73 / 92

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Hidden Engine of the Revolution Vodafone 11:45 Monday Clock Stock Weather Music Camera Phone EMail Adress Safari Calendar iTunes iBooks News pm 1 GHz Millions of Transistors Millions of Transistors... A Computer! 74 / 92

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Two Computers Vodafone 11:45 Monday Clock Stock Weather Music Camera Phone EMail Adress Safari Calendar iTunes iBooks News pm Computers Everywhere 75 / 92

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Not Just Computers But Those with Senses ... 76 / 92

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Not Just Computers But Those with Senses ... To Augment the Reality ... 77 / 92

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Not Just Computers Body Money Access Engines Control Metering Security But Those with Senses ... To Interact with the Real World ... 78 / 92

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Mobile 2.0+ In Our Pockets ... Everything Included ... 79 / 92

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Moving Forward 80 / 92

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Internet of Things Arduino Philips Direct Life IoT The Rise of Open HW Platform ... 81 / 92

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Internet of Things (IoT) URIs Everywhere ... 82 / 92

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Internet of Things (IoT) URIs Everywhere ... Computer at the Center Hub and Gateway Global Connectivity 83 / 92

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Big-Data Streaming Sensor Data to the Cloud Creating Values from Big- Data 84 / 92

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Right-Time Stream Streams Sosial Information Entertainment Event Sensor Right Info Right Person Right Time Right Place 85 / 92

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Cloud Connectivity Streams Sosial Information Entertainment Event Sensor Connected to Streams in the Cloud 86 / 92

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Augmented Cognition Augmented Human Smartphone, Smart Devices Smarter People 87 / 92

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Where are We Headed? The Not-So-Distant Future Just Imagine the Possibilities .. 100 GHz 100 GB 100 Mbps 100 Sensors 88 / 92

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Keywords Golding Right-Time Augmented Cognition Digital Immersion Person + Right-Time Computer != Personalized Computing Person + Right-Time Computer = New Person 89 / 92

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  Refs 90 / 92

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Refs 1. From Apples to Augmented Cognition 2. FABERNOVEL, GAFAnomics, October 2014 3. VisionMobile - Business Models of Mobile Ecosystems 4. Appleinsider - App Store reached estimated $6.4 billion ... 5. Apple iPhone Revenue by Quarter 2007-2016 | Statistic 6. ITU - ICT Facts and Figures 2015 7. Ericsson Mobility Report 8. The Mobile Playbook 91 / 92

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  END Eueung Mulyana http://eueung.github.io/ET3010 ET-3010 | Connected Services and Cloud Computing | Attribution-ShareAlike CC BY-SA 92 / 92