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Market researchErik DejonghePieter Ballon
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Demand driven technology development
Demand-centric productdevelopment ?
Demand side needs &requirements ? Meeting needs ?
QoE vs QoS ?
Market Potential?
Where is mypotential?
What about my businessmodel?
How do I approachmy market?
What aboutcontent ?
Usage context?
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Qualitative and quantitative user research
Development &Production
ConceptEvaluation
ConceptDevelopment
Adoption & DiffusionLaunchTest Market
R&DOpportunityIdentification
Market analysis Introduction strategies
Business modelling
Adoption, Diffusion & Domestication
Media sociology, communities &CMC
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Market analysis
MADUF – Mobile Television
Trials worldwide
Flanders: Trial 2007, Launch 2008-2009?
What can we learnfrom the trials?
Content King? Whatcontent & format?
Business model ?
Potential in Flanders ?
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Market analysis
MADUF – Mobile Television
Literature analysis of trial results
Bv. Peak times
What can we learn from the trials?
Content King? What content & format?
Business model ?
Potential in Flanders ?What can we learn from the trials?
Content King? What content & format?
Expert panel (N: 35)
= SWOT for 16 content types
+ ‘wild ideas’
Potential in Flanders ?
Survey
= Potential &
Segmentation Forecasting
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Adoption & Diffusion
ROMAS – Mobile News
I-City Hasselt – Living Lab + test panel (N: 600)
Mobile News - RSS +
- Mobile Telekrant
- Mobile TvL
- Mobile City Portal
- HasseltLokaal
- HBvL Palmnieuws
Adoption & DiffusionPotential for Mobile
News?
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Adoption & Diffusion
ROMAS – Mobile News
Survey (n: 551)
Mobile News - Advert. based free model
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10
20
30
40
50
Mobile News 3 16,9 27,5 40,7 10,2
Mobile News Free 11,9 41,4 16,8 20,5 4,9
innovator early early late laggards
Mobile News - Betalend Model
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10
20
30
40
50
Mobile News 3 16,9 27,5 40,7 10,2
innovators early early late laggards
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Business Modelling
Reconfiguration ofcontrol and value incomplex valuenetworks
“The Architectureof a Business”
Roles, Relationsand Revenues
4 Levels ofBusiness Modelling
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Business Modelling
MADUF – Mobile Television
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Domestication & Living Labs
Focus on User Practices in real-life environment Not only user ideas about what he/she wants But also what user does, how technology fits into everyday life
Living Labs as experimentation environments for Domestication
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Domestication & Living Labs
In iCity Living Lab, Hasselt 650 test users
Evaluation 3 emerging city applications
Exploration potential new city applications
Combination of methods Logging + Focusgroups + Diaries +
Photo Elicitation Results wrt
personalisation, practical use, flexibleinterface
ROMAS – Mobile News
