Evaluation of a New Business Model

May 29th, 2015
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Academy of Art University
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Based on the research conducted in the exploration of this topic and the firms concerned, I am making a prediction as to the outcome of the current expansion, consolidation, and jockeying for position that these companies are currently undertaking. My assertion, which this paper should support, is that within a five year window the dominant player in the field with the greatest penetration and market share will be Google with the Android platform. I will leverage the key dimensions of business modeling as a guide to expose the relative strengths and weaknesses of each firms market play.

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Executive BriefingVying for Supremacy: The Battle of the Mobile PlatformsA Look at the Business Models of Apple, Google Android, and Microsoft/Nokia Mobile PlatformsCharles H. FergusonMarch 2011For Value Creation and Business Model InnovationAalto Executive EducationProfessor Goran RoosExecutive SummaryThe premise of this brief is to compare and contrast the overall business models of four firms and platforms leading innovation and market penetration for mobility in the world today: Nokia/Microsoft, Apple, and Google/Android. It will, at a high level, explore the key elements of the business models approach, scale, core value propositions, and the elements that make them unique and competitive. The biggest new computing trend since the Internet boom of the 1990s is the rise of smartphones, the mobile mini-computers that are taking over the old "cellphone" market. On these phones, the "phone" is an after-thought: What matters is the functionality of the handset itself. Specifically, the quality of the screen and Internet connection, and the number of "apps" that run on the phone.Apple and Google will win the smartphone war, as the iPhone and Android continue to gain market share. The iPhone and Android phones provide the best multi-media experience thanks to a wide variety of apps. Realistically Google will keep moving ahead in market share because 100s of different handset manufacturers make the Android, the platform is open, the

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