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Governing Mobile Service Innovation in Co-Evolving Value Networks Governing mobile service innovation in co-evolving value networks Proefschrift Ter verkrijging van de graad van doctor aan de Technische Universiteit Delft, op gezag van de Rector Magnificus prof.dr.ir. J.T. Fokkema, voorzitter van het College voor Promoties in het openbaar te verdedigen op donderdag 17 december 2009 om 15.00 uur door Gerardus Adrianus DE REUVER Ingenieur in de technische bestuurskunde geboren te Leiden Dit proefschrift is goedgekeurd door de promotor: Prof.dr. M.L. Mueller Copromotor: Dr. W.A.G.A. Bouwman Samenstelling promotiecommissie: Rector Magnificus, Voorzitter Prof. dr. M.L. Mueller, Technische Universiteit Delft, promotor Dr. W.A.G.A. Bouwman, Technische Universiteit Delft, copromotor Prof. dr. Jao-Hua Tan, Technische Universiteit Delft Prof. dr. ir. N.H.G. Baken, Technische Universiteit Delft Prof.dr. M.W. de Jong, Universiteit van Amsterdam Prof.dr. H. Hämmäinen, Helsinki University of Technology Dr. J. Whalley, University of Strathclyde ISBN 978-90-79787-13-5 Printing: Gildeprint Drukkerijen, Enschede Published and distributed by: Next Generation Infrastructures Foundation P.O. Box 5015, 2600 GA Delft, the Netherlands E: [email protected] I: www.nginfra.nl This research was funded by the Freeband program, by IST-FP6 MobiLife, and by the Next Generation Infrastructures Foundation program. Keywords: service innovation, mobile services, value networks, governance, coevolution, business models, organizational networks, walled garden Cover design by Margje Willemsen (Buro In Petteau) Copyright © 2009. G.A. de Reuver. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior permission in writing from the copyright owner. Printed in the Netherlands Voor Jasmijn Acknowledgements First of all, I would like to thank my co-promotor Harry Bouwman. His passion for the mobile domain, network concepts and empirical research has inspired much of the work in this thesis. Especially in these last months of the journey, his loyal support has been invaluable. I look forward to extending our collaboration and jointly advancing our research program on ICT-based service innovation in the years to come. I would also like to thank my promoter Milton Mueller for his confidence in me as well as his comments during the later stages of the research project. The ideas and analyses within this thesis have been refined and improved thanks to various discussions in the academic circle. More specifically, I would like to thank the participating professors and fellow PhD candidates of the ECIS Doctoral Consortium in 2007. The work also benefited from reviews and presentations in the more regular academic conferences, especially those of the ITS conferences, International Conference on Mobile Business and Bled eConference. I also enjoyed the spirited discussions when presenting earlier versions of the work at the Edispuut sessions and the colloquia at the ICT section of our department. This work would not have been possible without the participation of industry representatives. I kindly thank all those executives for their time to participate in the interviews and survey in this thesis. The research project has been carried out within the frame of two larger research projects: the Dutch Freeband User eXperience (Frux) project and the European project IST-FP6 MobiLife. In these projects, I enjoyed the collaboration as well as the freedom in doing the dissertation work. I would like to thank the people with whom I collaborated in these projects, that is, those from Ericsson, Telematica Instituut, TNO, VtsPN, VUMC, Waag Society, and Web Integration in the Frux project, and those from Nokia, Elisa and NEOS in the MobiLife project. A special word of appreciation to Timber Haaker for the pleasant collaboration and numerous co-authorships during both projects. I would also like to thank my colleagues from the Information and Communication Technology section of Delft University of Technology. My roommate Nitesh: Thank you for being the first to hear (and scrutinize!) any new line of argument, and sharing the typical frustrations and occasional joys of a PhD trajectory. Finally, I would like to thank my friends and family. Margje, thank you for your invaluable assistance in designing the front cover of the book! My parents: thank you for your unconditional support. I thank Mariska for her loving support and for ensuring there is so much more than just work. Finally, I thank my eternal baby-girl Jasmijn for all the joy she brought. In the short period we had with her, her eagerness to explore the world has set an example that I will always memorize. Table of contents 1 Introduction..................................................................................................1 1.1 Problem statement .................................................................................1 1.2 Literature overview .................................................................................2 1.3 Research objective and main question...................................................4 1.4 Relevance of this thesis..........................................................................5 1.5 Research approach ................................................................................6 1.6 Outline ....................................................................................................7 2 Theoretical framework.................................................................................9 2.1 Value networks .......................................................................................9 2.2 Governance mechanisms .....................................................................13 2.3 Service innovation phases....................................................................18 2.4 External drivers.....................................................................................20 2.5 Coevolution...........................................................................................20 2.6 Propositions..........................................................................................25 3 Domain description ...................................................................................27 3.1 Mobile services.....................................................................................27 3.2 Value networks .....................................................................................30 3.3 Governance mechanisms .....................................................................34 3.4 Service innovation phases....................................................................36 3.5 External drivers.....................................................................................37 3.6 Conclusions ..........................................................................................46 4 Case studies...............................................................................................47 4.1 Case study protocol..............................................................................47 4.2 i-mode...................................................................................................51 4.3 Event Assistant.....................................................................................70 4.4 Attendering service...............................................................................75 4.5 WijkWijzer.............................................................................................84 4.6 Cross-case analysis..............................................................................92 5 Survey.........................................................................................................99 5.1 Research model ...................................................................................99 5.2 Method................................................................................................100 5.3 Results................................................................................................104 5.4 Discussion ..........................................................................................105 5.5 Limitations ..........................................................................................106 5.6 Conclusions ........................................................................................107 6 Discussion and conclusions ..................................................................109 6.1 Main findings ......................................................................................109 6.2 Contributions to theory........................................................................110 6.3 Implications for research domain........................................................112 6.4 Recommendations to practitioners .....................................................114 6.5 Limitations ..........................................................................................116 6.6 A research program on governing ICT-enabled service innovation in value networks ..............................................................................................117 References.......................................................................................................121 Appendix A Interview protocol ......................................................................133 Appendix B Overview of interviewees ..........................................................135
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