Towards Open Business Models

Leuven.
Finally in this session at EuroITV 2009, we come to Sander Smit. His interest is in interactive networked multimedia experiences, combining TV, Web, and mobile communication. Such combination is not easy given the different histories of such technologies, and yet there is a strong push towards convergence here. Additionally, there is a push towards open service models, away from the proprietary telecom-driven frameworks of the past.

This involves the roll-out of personalisation and social networking elements in many contexts, using a variety of technological channels (Internet, mobile, broadcasting) to access available content and services. Such services themselves constitute a bundle of previously separate services, which are now combined and offered as a single service proposition to users. As a result, the service domain will become increasingly complex - which not least also means that managing information, privacy, and security becomes increasingly difficult. On the flip side, there are also substantial new opportunities for advertising.

What's the roadmap for business model development in this context? There is likely to be a gradual transition from closed to semi-open to fully open models; new services such as iTunes and new technologies such as the iPhone are examples of the intermediate phase in which we currently find ourselves. In future, Sander says, collaboration is everything; no single company will serve the entire service network, and eventually a more open Internet-style model of collaboration will be established. Closed business models may still remain profitable for the next 10-15 years, however, until we reach that phase.

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