Emerging Business Models and Strategies for Mobile Middleware Technology Providers: a Reference framework

As Mobile Network Operators are turning their attention to value added services, the need for innovative technology platforms designed for mobile digital contents management becomes evident. Such phenomenon is enhancing the strategic relevance of the “Mobile Middleware Technology Providers”(MMTPs) within the Mobile Content Value Network. The purpose of this paper is to explore which are the most critical choices to be made at a business model design level for a MMTP, to understand how these parameters are interrelated and can be combined to give rise to differential business models, and finally to delineate what are the most significant underlying “strategic patterns” driving the first steps of MMTPs activity within the Mobile Content competitive arena. The research relies on the adoption of a multiple case studies methodology: through 72 semi-structured interviews, 24 MMTPs were analyzed.The research findings show that some key business model parameters identified by the existing literature can be applied to MMTPs’ business model design process, while others were missing or not made explicit. Moreover, three noteworthy business models currently adopted by MMTPs – “Pure Play”, “Full Asset” and “Platform & Content Management” business models – were identified, associated respectively to three underlying strategic patterns – “stay on core”, “grow, wait and see” and “aggressive downstream”.