Reverse Engineering Business Models on Mobile Television

By Maurits Denie on 28 April 2009

Two months ago I started my graduate research for CrossmediaLab on business models. My main focus will be the STOF-method as it was developed in the Freeband program. In March 2008 a book was published concerning the STOF method: “Mobile Service Innovation and Business Models”, which is more or less my reference source for the coming months.

The STOF method describes a way that can be used to create a business model for a service or a product starting from an idea for such a service or product. The output from the STOF method is a viable and feasible business model. Business models are used to visualize the value that is created with the service or product, for the targeted audience and the stakeholders. Shaping the business model is the first step when developing a new service or product.

My research focuses not just on the STOF method but on the question whether or not it is possible to use it to analyze existing services and products, as a form of reverse engineering. Therefore my research question is: “Is it possible to use the STOF model as an analyzing tool for existing crossmedia services?”. This might give us valuable insights in why certain services ‘work’ and others don’t. I will focus my research on a specific (crossmedia) service: mobile television. By examining mobile television and using the STOF method I expect to uncover new insights in the business of mobile television.

tagged with: business models, mobile, television, research

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