Balancing Requirements For Customer Value Of Mobile Services

Abstract

Designing business models for mobile services is a complex undertaking because it requires multiple actors to balance different design requirements.A business model can be seen as a blueprint of four interrelated components or domains: service, technology, organization and finance domain.Little attention has been paid to how these different domains are related to each other.This knowledge is needed to enhance our understanding of what constitutes a viable business model.In this paper the connections between two of these domains, namely service and technology domain, are explored by analysing critical design issues in business models for mobile services, i.e. targeting, creating value, branding and customer retention in the service domain, and security, quality of service, management of service profiles, system integration and accessibility in the technology domain.A causal framework is developed, which link these critical design issues to expected customer value and business model viability.

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