Formulating value proposition for a java mobile application : a case study for Kenya
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Abstract
This research focuses on the value proposition of a Java mobile application (Tex2+) as perceived by end users (customers) and three kinds of business customers – a Kenya government parastatal, a financial institution and a GSM provider. There have been problems previously; firstly, is the issue of expensive costs using short messages. Secondly, there are problems that have existed for mobile developers in the mobile business ecosystem, namely; multiple platforms, lock-in practices, poor alignment of software to business processes and poor market place practices by participants. Thirdly, there is a business model problem; how does one merge economic theory and technology to arrive on a profitable business model? The research observes that a developer can promote his application directly to Kenyan end users – positive network effects lead to more value in the network. But they should not forget to incorporate businesses in their approach to value proposition.
Description
Submitted in partial fulfillment of the requirements for the Degree of Master of Science in Information Technology at Strathmore University (MSIT)
This research focuses on the value proposition of a Java mobile application (Tex2+) as perceived by end users (customers) and three kinds of business customers - a Kenya government parastatal, a financial institution and a GSM provider. A J2ME c1ient application is the solution implemented - it provides email communication functionality to any data enabled handset. This therefore allows end users to register and send messages using data enabled phones via the internet - thus a cheaper and more versatile way. There have been problems previously: firstly, is the issue of expensive costs usmg short messages. Secondly, are problems that have existed for mobile developer in the mobile business ecosystem, namely; multipIe platfonns, lock-in practices, poor alignment of software to business processes and poor market place practices by participants (resulting in revenue loss). Thirdly is a business model problem; how does one merge economic theory and technology to arrive on a profitable business model? Hence, for the three kinds of business users, a questionnaire is administered to get responses and attitudes on the above issues. Similarly, for end users, subjects are picked randomly. All subjects are adrninistered with the questionnaire which is filled online (via an online form) or on printed copy depending on preference of the particular user. The findings indicate that business and end-users find Tex2-1- more accessibIe. It has the potential to reduce costs and is easier to integrate with current company infrastructure - it is viable not only for implementing customer relationship management but aIso improving the ability of users to communicate with family and friends. A developer can therefore promote his application directly to Kenyan end users - positive network effects lead to more value in the network - but not forget to incorporate businesses in the strategy - by articulating benefits of empIoying Tex2+ in business processes. For the businesses, it is important that existing mobiIe revenue streams (such as SMS based) are not lost. In all this, the research indicates that it is important to use price discrimination and product differentiation - to meet the different needs. Issues such as government regulation (and the role of standards), how a mobile application fits into organizational structure and the role of business forecasting are not investigated. These are vital topics to consider for further extention of this study as they are vital elements of a business model.
This research focuses on the value proposition of a Java mobile application (Tex2+) as perceived by end users (customers) and three kinds of business customers - a Kenya government parastatal, a financial institution and a GSM provider. A J2ME c1ient application is the solution implemented - it provides email communication functionality to any data enabled handset. This therefore allows end users to register and send messages using data enabled phones via the internet - thus a cheaper and more versatile way. There have been problems previously: firstly, is the issue of expensive costs usmg short messages. Secondly, are problems that have existed for mobile developer in the mobile business ecosystem, namely; multipIe platfonns, lock-in practices, poor alignment of software to business processes and poor market place practices by participants (resulting in revenue loss). Thirdly is a business model problem; how does one merge economic theory and technology to arrive on a profitable business model? Hence, for the three kinds of business users, a questionnaire is administered to get responses and attitudes on the above issues. Similarly, for end users, subjects are picked randomly. All subjects are adrninistered with the questionnaire which is filled online (via an online form) or on printed copy depending on preference of the particular user. The findings indicate that business and end-users find Tex2-1- more accessibIe. It has the potential to reduce costs and is easier to integrate with current company infrastructure - it is viable not only for implementing customer relationship management but aIso improving the ability of users to communicate with family and friends. A developer can therefore promote his application directly to Kenyan end users - positive network effects lead to more value in the network - but not forget to incorporate businesses in the strategy - by articulating benefits of empIoying Tex2+ in business processes. For the businesses, it is important that existing mobiIe revenue streams (such as SMS based) are not lost. In all this, the research indicates that it is important to use price discrimination and product differentiation - to meet the different needs. Issues such as government regulation (and the role of standards), how a mobile application fits into organizational structure and the role of business forecasting are not investigated. These are vital topics to consider for further extention of this study as they are vital elements of a business model.
Keywords
Value proposition -- Java mobile application -- Kenya